I recently completely rebuilt our site,
www.choicequote.co.uk and used, to the best of my knowledge, every trick in the book to try to improve our search engine positioning, predominantly for Google.
For most of our keywords, we pretty much hit the heights (haulage insurance, pickup insurance, scooter insurance, motor fleet insurance and a few others) however for 2 of our major keywords, motorcycle insurance and van insurance we were well down the rankings.
Then, it occurred to me that the only real difference with motorcycle and van was the title tag. Both of these had the word 'cheap' before the main keywords. A quick search for cheap motorcycle insurance and cheap van insurance found us much higher up - nearer to where we expected to be.
I've now removed the word 'cheap' from my title tag and I'm waiting to see if this has the expected result.
I'm sure this is old news but I thought it worth mentioning while I had a real-life working example!