It is a great feeling to see your web pages rank on popular search engines for your focus keywords. You might have spent countless hours on selecting the right target keywords, creating content based on those, and optimizing the web pages to get ranked, and nothing would be more satisfying than seeing your SEO efforts bear fruit. Yet what if the page that you wanted to rank for your main keyword is not the one ranked by the search engines? Or what if Google or Bing was ranking an entirely different page on your website for your focus keyword?
Apparently, that can get quite confusing for your site visitors, because they would not be redirected to the right page for the keyword they looked for on the search engine. Not only would that lead to fewer conversions, but it can also add to the bounce rate of your website. Sooner or later, you might see a decline in site traffic too because of a wrong page being ranked for your targeted keyword. Therefore, as soon as you discover that the page that is ranked on Google or Bing for your focus keyword is not the intended one, you should take adequate measures to fix the problem.
You should start with understanding the user intent for your focus keyword. This means assessing the goals of an internet user looking for that particular keyword using a search engine. In fact, this is one of the key ranking factors, and you should always create content on the page that would answer the query of the user in the most applicable way. So using your focus keyword on a page that does not offer much helpful information to the user would not be any good.
Similarly, you should also evaluate the content on the web page that is being ranked as well as the one that you want to be ranked for that specific keyword. Make sure that the page (the one that you want to get ranked) has the focus keyword in its title and Meta description. Compare the length of the copy on the page and keyword distribution with other websites that are ranking for your target keyword, and make changes if necessary. Check if you need to use any LSI keywords to optimize the page as well, such as the ones used by your competitor sites. Above all, make sure that the content on the web page provides the right answer to the user for the particular search term.
You should also check the internal links as well as external links on the web page that you want to get ranked. All popular search engines would rank a web page higher if it has a strong link profile. So make sure to add a few links to it from relevant web pages that have high domain and page authority. That would surely boost its ranking on the search engine results pages.