I recently did an SEO audit for a RE/MAX client, Steve, and in researching the website and his social media online presence I found a lot of discrepancies and issues with the terms he was using for titles, heading tags and keywords.
He noticed that he came up for the terms "Re Max (city)" but not when you added the (/) to the term like this Re/Max. With a little bit of research we notice that his Google plus page, profile, business page and several other blogs outside of his main website all use the term Re Max with the space rather than the slash. Because of this, Google naturally categorized his website into having the space rather than the slash. Now, Google will do what Google will do and sometimes the best laid plans that are perfect still will not make a difference to Google once they have categorized your website in a specific niche or for a specific keyword. But, you can alter the perception that Google has of your major keywords by linking back to your website using the terms and the keywords or phrases that you really want to rank for.
In Steve's case, we simply changed his Google plus business page and his Google plus profile to include the slash and then we link to his website using a variety of the terms that he would like to rank for.
Again, this could take a few weeks or even months to really see some results. Organic SEO is not an overnight process like PPC (pay per click), which is immediate. You pay for it and the next second your site is listed. Organic SEO is making small adjustments, tweaks, coding and linking to your website using the terms you really would like to rank for.
Now, this is not to say that you should go around linking every single back link to your website with the exact same phrase. This doesn't look natural and Google finds it a little fishy. If you do it too much they may actually band that keyword from your website so that you never show up for it. However, if you constantly link to your website using the terms "view my website", "click here", or "check this out", it has nothing to do with your website or your business and so it is very difficult for Google to figure out why people would link to your website. And, it's okay to use the naked link as well: http://www.homesbystevied.com - This is the actual URL to your website. People and Google and other search engines understand that this is your website address and by clicking on it it takes them to your website.
So, the game plan for Steve's site from here on out is every time he links to his website either from his ActiveRain blog, Tumblr, Wordpress or other outside sources, he should do it in a manner that reflects what he would like to rank for such as Re/Max Roselle real estate or RE/MAX Barrington homes or even Remax Streamwood properties. By using a good combination of all his major keywords with good variations on the term RE/MAX, Steve can start showing up more for these rather than just one variation.