How Does Google differentiate a keyword you are optimizing for and a non-keyword?
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So, let's say that my company is called John's Business Consulting and I offer outsourced HR work (recruiting, evaluating, personality assessments, background checks).
So for my home page I want "Business Consulting" to be my keyword that I want to rank for. But "recruiting services", "talent development" are all words that describe a service that I offer and could potential be keywords, how do I get Google to not dilute my authority for "business consulting"?
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Optimizing pages for individual keywords/ phrases ad utilizing interior linking strategies and anchor text. Especially because of the highly competitive phrases.
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If I will be at your place I would have considered using 1 keyword per page. For instance “Business Consulting” is my primary keyword would try and use it on the home page and for recruiting services i would create a page based on this keyword and target that keyword from that page only instead on targeting all the keywords on the home page.
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I'd recommend focusing on the keyword phrase "Business Consulting" in the title tag of the home page along with the company brand as well as the meta description so that it clearly indicates the company's main business focus. You can have a specific "Business Consulting" page under the services section of the website and optimize that page for this keyword.
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