Great info Steve, thanks for helping Seth out. One slight disagreement we`d have is over the importance of keywords within the URL - when it comes to ranking a page, that`s not going to be a significant on-page factor. Which isn`t to say it`s not important - a more intuitive URL is going to be much more accessible to users, it`s easier to forward, and most importantly if a site outside of your own chooses to link to a page using your URL (which happens often), then you`ve got keywords in an inbound link to your site, which is important in determining your ranking. You`re also more likely to have your pages spidered if you can avoid a lot of parameters (?, &, etc.)
But the on-page factors can and will be significant - using your phrases within the titles, headings, page content and alt tags - all things you need to evaluate on an ongoing basis. To further Steve`s point, take a look at a site search
for your website. When you get about five pages into your results, you start hitting Supplemental Results, which may be happening because Google is seeing the remaining of the 8,000 pages indexed on your site as very similar (that`s clear from the initial page, which serves up 6 results and then identifies the rest as similar to one another).
It`s not the only culprit, but those identical title tags across most of the site are one way to differentiate your pages. Other on-site factors that may be holding you back - Steve covered many of them, so my only other comment there would be that your pages are rather code-heavy, having been done in tables. You may want to talk to your web developer about their familiarity with CSS and whether you can move to more of a stylesheet-based design.
The flip side of the coin is off-site factors, namely the inbound links to your site, and the quality of those links. When I look at you vs. your competition (try this site
for a quick comparison), I see 21 for you vs. 552 and 2,483 for your competition. It`s not necessarily a numbers game, but with that many more references to those competitive sites, you`re going to have a tough time outranking them. The key is to figure out where they are finding those links, and use that knowledge to inform your own effort in garnering inbound links. That`s just as important as the on-page factors for your SEO efforts.
Hope this helps Seth.