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If you devote your time trying to improve for the "money term" you will be beating your head against the wall. Focus on secondary variations and be patient. In a category like yours, success for your top terms is really more of a bi-product of a long-term strategy.
My advice goes along the lines of WebGuerrilla. I would surgest that you take a close look at your log files, to see where the money is and mayby where the money is not. This should point to where to concentrate your efforts.
You should not, however, give up on the very competitive keyword, steady worke and time could very well land you in the top ten eventually.
Read up in the wmw forums and take a close look on your competitors, tweak around your code and content, making little changes at every update. I think you will see your work get results in the end.
This does happen, and the referrals are very specific and targeted. It also can happen "accidentally" just because a word happens to appear only one time on your site and doesn't on the other sites.
>Focus on secondary variations and be patient
If it's producing regularly, even on a small scale, it could be worth doing an additional site page geared to that particular type of searcher, turning the word on the page into a text link to the additional page.
Local is good because some people are definitely looking for someone in their area to deal with, and it's much easier to give a boost to the local keyword combination. They're often more serious; a lot of people look under the major term for information rather than having a need for the service.
>site is only 4 (hoping to be a 5 next update) I am ranked above sites with higher PR
This happens a lot; others may not even be thinking of going for those obscure phrases. And even with some who are, even though they may have optimized sites and have been at it longer, unless they read here they'll miss things that those who do read here will know. Not big stuff, but there are certain simple little basics that'll work wonders for those easier location-specific and secondary terms that haven't been discussed elsewhere. If they have I haven't seen them, or they just haven't gotten enough play.
>beating your head against the wall
With close to 4 million sites for the main two word phrase and the top ones big well-established information sites, which is probably what most are looking for when doing that search anyway in this case, it would be counter-productive to go after it at this point. Much better to target the specifics that are hitting serious local people or those in a specific niche in some cases. Far less traffic, but better results anyway.
look at this thread
Thanks to Tedster for the solution
Some browsers will execute the code just fine without any attributes at all. But the format that brotherhood_of_LAN listed above gives you maximum compatibility.
<a href="*****.html" onMouseOut="MM_swapImgRestore()" onMouseOver="MM_swapImage('Image7','','images/side_nav1.1.gif',1)"><img src="images/side_nav1.gif" width="135" height="25" border="0" name="Image7" alt="*********">
is that right? or is there an easier way to do it.