If a website is ranking for keywords that were not intentionally targeted with SEO pages, it may be a result of the site's content being relevant to those keywords or search engines interpreting the content differently than intended. Here are steps you can take to address this situation:
- Review Existing Content: Analyze the existing content on your website. Check if there are pages that unintentionally cover the keywords for which the site is ranking. Look for opportunities to optimize these pages further for the relevant keywords.
- Create Targeted Content: Develop new content that specifically targets the keywords you want to rank for. Create dedicated pages that provide high-quality, relevant information about those topics. Ensure that the content is valuable to users.
- Keyword Research: Conduct thorough keyword research to identify additional keywords related to your content and/or niche that can be valuable. Develop new content or optimize existing pages based on these keywords.
- On-Page Optimization: Optimize the on-page elements of your website, including title tags, meta descriptions, headers, and content, to align with the targeted keywords. Make sure the content is well-structured and provides a good user experience.
- Internal Linking: Implement internal linking strategies to connect related content. Linking relevant pages helps search engines understand the context and relationships between different pieces of content on your site
- Monitor and Analyze: Use tools like Google Analytics and Google Search Console to monitor the performance of your targeted keywords and pages. Track changes in rankings, click-through rates, and other relevant metrics
- Backlink Strategy: Develop a backlink strategy to acquire high-quality, authoritative links to your targeted pages. Quality backlinks can improve your site's authority and boost its rankings
- Update Existing Content: Regularly review and update existing content to ensure it remains relevant and competitive. Search engines favor fresh, up-to-date content
- User Experience: Focus on providing a positive user experience. Fast-loading pages, mobile responsiveness, and clear navigation can contribute to improved rankings
- Competitor Analysis: Analyze competitors that are ranking well for the targeted keywords. Identify strategies they are using and consider incorporating similar approaches into your SEO strategy
Remember that SEO is an ongoing process, and it may take some time to see significant changes in rankings. Regularly assess and adapt your strategy based on performance data and changes in the competitive landscape.
That is why having someone with SEO knowledge can notice this immediately and inform you and suggest any and all of the above among other things.
Good luck and hope this helps you - feel free to contact me if you have other questions.