i would like some help on the following issue im having with a website. I have pages that are directly targetted to search terms i.e http://www.directline-holidays.co.uk/All%20Inclusive%20Holidays "all inclusive holidays" the trouble is the page has been crawled and cached. In the SERP we rank 5/6/7 for the term "all inclusive holidays" but the page is the home page http://www.directline-holidays.co.uk/ why is this? Is this because there are more links directed to index page with "all inclusive holidays" as anchor text? etc etc i say this becasue on terms like "cheap family holidays" we rank 5/6 again but the page is www.directline-holidays.co.uk/Cheap%20Family%20Holidays the page created for that search term? so why does google do this??? is it just a combination of of many things ? any help & advice is much appreciated.

it's a combination of many things. Anchor text being part of that.