We are ranking for unexpected industry keywords; not for the main keywords. What might be wrong?

[vtmoz]

Hi all,

Our company falls into a SaaS industry LIKE seo. We used to rank for our industry keywords just like seo, seo software, etc...

We have fallen out of rankings for these obvious top keywords with high search volume, but ranking for these 2 keywords like seo homepage and seo website.

I think we have some strong ranking authority at Google by ranking for our industry keywords "homepage" and "website" which represents a very relevant site to the industry. But not sure why we are not ranking for top keywords.

Any thoughts on this?

[pilesofpillows]

My initial thought is Google does see your website as authoritative, which is why you are ranking for some of the "secondary keywords", but you are getting outranked on the "top keywords" due to the competition being more optimized.

I would look into the links that the outranking competitor websites/articles have that you do not to see if you can duplicate any, and then revisit your page's on-site SEO. So In addition to the link profiles, check the higher ranking competitors pages total content length, H2s, H1, Meta Title and different types of content (videos, images, embeds, etc) to see if this gives any clues to why Google is ranking them higher for your top keywords.