What have the top results in your target Google results got that you haven’t? It’s worth finding out. Here’s a neat exercise that you can do, using Moz Keyword Explorer (free registration required). For the search term you’re investigating, take a look at the first few Google results and enter each of their URLs into the Moz tool as ‘exact page’. You’ll be given the most important search terms for which these winning pages are ranking. Now look at the lists, and identify the common terms. These are keywords which you need to be targeting with the page that you want to rank – because it’s clearly working for the sites which are currently occupying the top slots. Can you sensibly work these into your page? Take a look at those winning pages to see how they’ve done it.