Thank you Brett for the answer. Going a bit further I am studying the papers explaining themes.
I noticed the following thing:
- If I search "recommend web site"
I will find pages in the top 10 that do not have the word "web" or "site'. These pages are even before some pages containing the 3 keywords.
Do you think it is linked to the theme strategy or only to Link Popularity?
I do not think that "web" and "site" are in the stop list because following your advice, I checked and I have results for these words.
I am very puzzled currently because I tried to produce some nice pages dedicated to one set of keywords. The results is good for Northernlight (probably old fashion now!) but 0 for AV.
So I checked again your site and forum and start to believe in this theme theory.
I would like to thank you for the information you provide. I started to learn SEO recently and I find this subject very very interesting.