Thank you, Bernadette. But if my links got devalued, why does that make my competitor's Shop page appear out of nowhere? It's never been ranked before.
And regarding keyword density, I've always read good content and backlinks are the 2 primary factors in SEO ranking. So how can content be good if it doesn't refer to the keyword? How does Google recognize good content relative to keyword usage? Is there a primary SEO factor I'm forgetting?