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Hi All, I've searched for previous questions and many talk about the same problem but do not post an actual example. I am also thinking to do a blog post and a series of experiments once there is a theory. My target keyword is "Exhibition Stand Hire" and this is the target page on our site http://goo.gl/qt54lb Site appears on page 6 of SERPS (google.co.uk), but instead of this page a homepage is listed. But if I'm searching for the term using quotes, ie "Exhibition Stand Hire" the right page appears on page 4 of the SERPs. Our home page only uses the keyword in the body text, while target page is very optimised. Could it be over-optimised? I've tried mixing up words in the title tag to not offer an exact match, also i've varied the anchor text of all incoming links but that didn't fix the problem. (Hence why at the moment they all use different terms to point to this page) None of this helped alter what page is chosen to appear. Is it simply the matter of page not being strong enough compared to other less relevant pages on the site? How come many other sites rank better with much less effort? (i'm using OSE to determine competition) Thank you.