If your website lacks visibility for those keywords it’s time for some optimizations to make it easier for Google & Co to crawl your content and to improve your ranking in search engine result pages. But this is only one side of the coin.
Websites should designed and optimized for real people in mind, not for search engines. Even Google recommends to base “optimization decisions first and foremost on what’s best for the visitors of your site.” If the visitor of your website is happy, the search engines will be too. But you could equally well put it the other way round.
In the land of optimization
To say the truth, such an on-page optimization is only the tip of the iceberg. To find promising keywords, to write fresh copy texts or to develop a compelling link building strategy (to name a few) requires some experience and even more monitoring.
SEO is no rocket science, but it is a complex and time-consuming task. More and more companies are investing in a higher visibility to get the edge over the competition. Improvements in the ranking position in search engines for specific keyword combinations can be crucial for their success.