One of the services we do for our subscribers is Search Engine Optimization or SEO. That means we do things the increase the chances that your page will show in the first page of a Search for "CONTENT" or "Keywords" on your page.
Here is a link to an article that will help you understand what SEO is all about. I won't copy and paste here, so you can go and read it yourself and then come back here to finish. https://moz.com/beginners-guide-to-seo
Ok, now we follow this guide in all manner of things when our subscribers have a full page, or web site plus a blog plus all the social media pages, we link all these together, so a blog post is reflected in a link from the web site, web page, social media and often in another blog. These links carry weight in the rankings. Traffic is another ranking factor out of hundreds, so doing a good job in the CONTENT is a big help with SEO.
Here is an experiment you can try.
Keywords that are linked to the content of the page will carry the most weight.
Keywords and Title that are Unique carry the next highest weight.
Common Words, Names and places carry the least amount of weight.
Search for Mike Oliver and you will get quite a few links, some relevant and some not.
Search for Mike Oliver Consultant will get more focused results.
Consultant Architect, Makati City, Philippines will get even more focused events.
Consultant Architect, Makati City, Philippines, Search Engine Optimization for Beginners will get even more focused results.
Ego's get in the way, I know people that have google alerts on their name with no other keywords and get paranoid when the rankings change..nothing personal, just not focused enough.