This seemed relevant enough to fit in this topic...
On the topic of linking, has this ever happened to you?
You sell or promote let us pretend black kettles but somehow all you rank for is black kettle? That's great you have cracked no1 for black kettle, but its bringing you a measly 30 visitors a day and no conversions. It is a less searched term and people are more prone to typing in where to buy black kettles, than buy black kettle. Even worse perhaps all you are attracting is advice seekers looking how to maintain their black kettle or info on Chief Black Kettle, when you want conversion traffic buying kettles.
Its an easy SEO foible to make and sometimes you did not even do anything wrong. You go back your check your content, headings and sure enough your saying kettles as often as you can.
Clearly there are two factors at play here.....
Black kettle and black kettles are not the same, example.
Black Kettle - About 15,000,000
Black kettles - About 8,210,000
Its not awfully fair as you did your keyword research, you saw black kettle had more searches, it was a sound target but its just not panning out. The second problem is that although there are nearly 50% less people targeting Black Kettles, its the money term so its likely better optimized.
Chances are for anything competitive no amount of inline SEO is going to fix this for you, you need links and more vitally you need anchor text that clearly states you are all about black kettles and the buying thereof.
Getting links is hard work, especially targeted ones, proper ones that have some value but in this instance you can save yourself a lot of work by understanding what you are trying to do. This is not about SERPS its about changing what Google thinks your page is about and what's important to that page.
I often harp on about contextual linking, best served as part of an article where you get link dropped but equally important when employing anchor text. A great link should look something like this.....
<Brand/sitename> is having a blitz sale on keyword, and some keyword. (See now even if the link is no follow your brand a link to brand and keyword are clearly being discussed by sites)
Even better link
<keyword rich article>
We would like to thank the rockstars at <brand> for this great info about <keyword>, go check em out <link to site page>
So for this exercise you can use directories, online submissions, and even the link that started it all the reciprocal one. First prize is obviously for links that are follow, however you can even employ places that mark links no-follow for this. As although google claims that rel=nofollow does not carry page rank or anchor text. The fact is that the above links are more than just anchor text, they also have content associated.
The reason the reciprocal link can be useful here is you can more easily dictate your text and anchor, as long as you no-follow these links it is no harm no foul in google books. Obviously first prize is always a one way, followed link from a reputable source but when you are trying to change a "perception" about your target any sensible link can be useful.
It is also debateable that nofollow links have no value at all, but that is a different discussion! My rule any reputable link is a score however it comes.