You do want to prioritize your keywords, but Google understands variations. They’ve built what’s called a “semantic universe,” which is like a spider web of related terms and synonyms. When you use terms that are similar to your keywords, your keywords get a bump too. So how do you resolve this? Though search engine rankings keep on changing from time to time (it’s normal), make sure that you have built your site in the right way and regularly posting quality content to drive a steady stream of traffic to your pages. URLs generally only need toinclude letters, digits, slashes and hyphens. Earning links is not about following a static link building strategy for a long time. In the landscape of Google’s ever changing algorithms, sticking with just one or two tactics for link building is not going to help you in any way. There is definitely no hard and fast rule or way to get you tons of high valued and qualified links.