Shouldn't I be ranking higher?

Hi Everyone,

I'm brand new to this forum and I've signed up because I'm not sure what the problem is with the SEO for my company's website. We released this new site in mid March and as of last week we've started to rank well for specific terms such as "<widget> for business owners" and "<widget> for small business". These are definitely very targeted searches.

The concern is that we're not ranking well for more generic terms such as "<general_widget>" and "<widget>". In viewing the sites ranking well for those terms, many seem to have no intentions of being ranked well on search engines - as page titles, page descriptions, lack of anchor text, etc. are clearly showing no attempt to rank well.

We do not have many inbound links at this point, but I still cannot understand how many of these pages are ranking above us. I am new to SEO as of last year, but I feel that most of the key elements have been carefully handled. We have specifically one term per page, as indicated in our page titles and content, and I'm unsure of what to do at this point.

Any tips you can offer would be greatly appreciated...

Thank you!

P.S. - We are a Canadian company only offering health plans to businesses in Western Canada.

[edited by: eelixduppy at 9:25 pm (utc) on May 4, 2010]
[edit reason] removed specifics [/edit]