This one is tough, and I hope that the minds here can help me understand my options.
Our company has been doing SEO since the advent of the Internet, and today we rank extremely well for most of our key phrases and search terms. Which is good.
BUT... (and you knew there was a but...)
One key phrase in particular gives us no end of pain and suffering. It is a variation on a popular phrase used in searching for products of our type.
As an example:
we rank very highly for "chocolate cookies" but are losing ground quickly for "mocha cookies" due to competitors who are optimizing specifically for that phrase and it's keywords.
Historically, we have dominated the results (through good, honest SEO - white paper distribution, PRs, industry articles, quality backlinks, and most of all great relative content) but here's the rub:
Some in our industry search for "chocolate cookies", maybe even most. But increasingly, our competition is advertising and optimizing heavily for "mocha cookies", in an attempt to increase the awareness of "mocha" vs. "chocolate" as the qualifying (and most popular) search term.
How do we optimize for "mocha cookies" without UNdoing our optimization for "chocolate cookies". This query is with respect to Title and Meta tags, keywords, etc.
The last thing we want to do is lose ground under "chocolate cookies" in our attempt to optimize for the up-and-coming phrase "mocha cookies".
I hope this triggered your creative sweet tooth, because this problem is one tough cookie!
Thanks in advance for any suggestions!