Keyword rankings and main company tagline not matching

[NutcrackerBalletGifts]

I have a question about keywords rankings and on page keywords.  I don't rank very well for the keyword "Nutcracker". But, my tag line is "Your one stop Nutcracker and Ballet Gifts source".  One of my most important keywords is "Nutcrackers" (see the s ) and I hot hit really hard in my rankings with the google algorithm update. Almost a 30 position difference from one day to the next.

Am I shooting myself in the foot by having Nutcracker being in the forefront, even though my chances of ranking for that are very low as there is high competition with more actual "The Nutcracker" related content.  I do have the word "nutcrackers" on my home page...but all of a sudden I feel like i'm wasting space, or I should have made the tagline "Your one stop Nutcrackers and Ballet Gifts source". It just doesn't sound as good.

I just recently dove headfirst into SEO and moz, so I consider myself a noob, but I learn quite quickly.  Thank you for your help!

Esmee/Owner

www.nutcrackerballetgifts.com

12-inch-nutcrackers-n1211-a.jpg

[PatrickDelehanty]

Hi Esmee

I would check your PageSpeed Insights - your site is super slow which isn't helping you at all!

I would also take a look at your title tags - there is some heavy optimization going on and it looks spammy.

According to SEMRush, you're ranking pretty well for some high volume terms, so it may be a personalized search issue you are having. That being said, you look like you were hit by Panda 4.1 in September 2014 and possibly Penguin 3.0 in October 2014, causing you to lose more than half of your keywords, but you seem to be coming back. Check if you have a manual action of some sort. Based on the data I see, you're fine, but just in case.

Did this drop in rankings reflect in your Google Analytics traffic wise and Google Webmaster Tools average positions? Note the pages that saw the biggest drops, when, and what keywords/queries you saw the greatest dips in. This can help you prioritize the resources I am about share below.

Based on what I am able to see (your site is still trying to load for me), I would take a look at the following:

• Clean up your on-site SEO
• Take a look at your backlinks, some may need to be removed
• Conduct a content audit to clean up over optimization
• Make sure your site is structured in a easy to use fashion
• Make sure your site is optimized for eCommerce
• Take a look at Google's Mobile Guide

There's a lot here, but it's hard to tell what's going on without your site loading. Do some research, see what has been most effected, prioritize, mind these resources, and put your best foot forward!

Hope this all helps - let me know if you have any questions or comments - good luck!

[NutcrackerBalletGifts]

Thanks so much for all if this wonderful info! I am actively working on all of these items! I'll let you know