So I run a site Free Mario Games at and have it optimized for 'free mario games'. I had it up to position #3 for a few days for the term, and got around 25 searches from Google each of those days.

I've shifted focus from that term now and have dropped back a few positions.

25 a day

Google reports:
[free mario games]1 - 3

33,100 60,500
and seobook reports 1294 searches a day for the term.

It's rather apparent to me now that even using multiple tools can let you down in a big way.

Does anyone have any thoughts on this matter?

It's rather disappointing with the time and money spent on optimizing the site, and makes me question working towards the term "mario games"