Great question — answering as the UphillTech team:
It is all about keyword density of your web page and how you are using keywords. It will be reflected. Short term or long term is not the reason. You need to work on optimization of key phrases according to their search volume.
Full answer by Prince OM Namdev: https://webmasters.stackexchange.com/a/121264 (CC BY-SA 4.0).
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