My consultancy company (Ideal Interface) has recently started working with this UK backpack company called traffic (https://gowithtraffic.co.uk). They have cleverly designed a wipeable water-resistant backpack called the "crosstown" and now sell it on Amazon. We do the digital marketing work for them, including some content marketing and search engine optimisation (SEO).
My latest blog post appeared on their website today with the title "There’s no such things as bad weather – just an unsuitable backpack!"
This was quickly indexed in Google and within hours appeared in the Google Search Engine Results (SERPs). However the small issue is that the term that now gives this page a top ranking in Google UK is not one we expected. And rather than the page appear for searches such as "bad weather backpack" or similar... the one that DOES work from an SEO perspective is: "unsuitable backpack".
Needless to say, we are going to have to look at alternative ways to optimise this site and its pages for the correct search terms in future.