Welcome to the Q&A Forum

Hi Tyler, In addition to what Fredrico said, I would recommend running a "Full Report" in the keyword difficulty tool. This will give you over 20 more data points to analyze. Some of the factors to look for include inbound anchor text, which may or may not include a mix of partial and exact match anchor text. Like Fredrico said, Google uses over 200 signals to rank each page - some are more elusive and harder to measure than others. For a small hint, you may want to look at our most recent Ranking Factors Survey, especially the predictions and opinions from the experts as to what goes into Google's algorithm.