Millions of people go to different search engines for information about different websites that could provide them with what they are looking for. A user looking for ‘white flower’, when taken to a page that contains a small statement about white flower and is selling artificial flowers may leave the site soon. Coming back to the search engine, retyping the search phrase and visiting another website, is what happens next. Seeing similar results will make the user come back to the search engine and type in the phrase using other words or say more specific search ‘natural white flowers’. This could result in more relevant search results.

Such things happen because of many reasons, one of them is when a user types in a word, the search engine robots gives results based on the quality of the page that also talks about the subject. However when the user makes a more specific search like ‘buying natural white flowers’ then the results pages would be from websites selling natural white flowers.
Search Engine Optimization is all about providing a visitor with the right kind of information in the right format. A search engine optimizer’s (SEO) job is to get the right visitor to the right page. This is where the whole planning starts with. From the stats available in inventory.overture.com, one can understand some basic idea of the user behavior.

My way of looking at it is before designing the page, during the process of content building of the page a SEO first needs to understand the theme of the page, what it delivers, who are the right visitors for this page etc.
Then start building in the keyword list from there. Use keywords effectively, once in the title, once in the description, once in the header, once in the first 100 characters, once in the second paragraph. Always remember an SEO needs to be very clear about the responsibility they have upon their shoulders when they make someone visit that particular page through a search engine. An SEO is responsible for not delivering the visitors what they want.
If this problem persists then the SEO needs to rework on the keyword list. Try using keywords relevant to the page theme and not target traffic, since all of us, the company or the visitor of a webpage is looking for right information and right gateway.

It's not just about link building, it’s about building the right contents for the right people in the right format.

Regards

Pankaj J

mail me: pankajvjain at gmail dot com