: Why can't our incredibly authoritative website get into Google searches for our product category? You may have heard of Firefox. Firefox is a browser. What might be preventing en-US content about

Posted in: #GoogleSearch #GoogleSearchConsole #Seo

You may have heard of Firefox. Firefox is a browser. What might be preventing en-US content about Firefox on mozilla.org from appearing in en-US search for "browser"?
www.google.com/search?q=browser&lr=lang_en&pws=0
Results for that search include...

Dozens of pages for things that aren't browsers but just happen to use the word "browser" in their URL or content
Pages for any number of web browsers, including almost every web browser you can imagine except Firefox

But no matter how many result pages you click through, you are extremely unlikely to ever find a link to content on mozilla.org. The current position of mozilla.org for "browser" searches is somewhere above infinity.

The attached image shows what "browser" searches that produced en-US results on mozilla.org look like in webmaster tools. There are dots where the site appears in the top 20 (which is probably its appropriate ranking) and then it immediately disappears. There are short lines where a new page on the site starts to rank for "browser" (as in the case of Firefox Focus), and then those disappear too.

Some points to consider:

Mozilla's website is quite authoritative (Ahrefs rank ~30) and gets a lot of traffic, including lots of traffic from people intending to download a browser, Firefox.
If you force results in other languages, Firefox shows up (e.g. it was #7 in Danish SERP when I typed this): www.google.com/search?q=browser&pws=0&lr=lang_da If you do a site-specific search for "browser", plenty of Firefox pages on mozilla.org appear: www.google.com/search?lr=lang_en&pws=0&q=browser+site%3Amozilla.org The en-US site continues to rank well for all sorts of other keywords that include the word "browser" -- it's usually in the top 5 for "private browser" and "fast browser". mozilla.org is usually first or second for "browser" on Bing.
Firefox pages on mozilla.org are at least as well optimized for the keyword "browser" as, say, a random GitHub project on the 14th page of "browser" results.
Firefox pages on mozilla.org are less optimized for "browser" than the competitors whose sites appear in top 10 (according to various SEO tools e.g. Moz).
This has been going on for several months. It's not new; it does not appear to be temporary.

Is the en-US Firefox site being penalized for some reason on this keyword (and if so, why aren't the hyper-optimized competitors who occupy top slots)? Does anyone see some obvious misconfiguration causing it to fall out of rankings?

Thanks.