Well in Google Webmaster its giving me these keywords:
3. posts (2 variants)
7. new (2 variants)
11. quote (2 variants)
13. character (2 variants)
20. stories (2 variants)
Google will be indexing our site using these keywords, not what I want and what will generate traffic. I wish to be able resolve this issue and am looking for tips to help better our SEO, as that's why I provided the link to our site for you to have a look at.
I think you have things backwards. Google doesn't rank your site before a search is performed. When a search is performed then the search engine checks every web page on the Internet that it has discovered and compares each page to the search criteria. Then it ranks web pages according to what it has determined are the best pages for that particular search. It doesn't rank anything beforehand (well, technically it does kinda' rank backlinks according to credibility). The list that it generates in Webmaster Tools are words that it has found on your web page that it thinks you think are important based on frequency of appearances in that web page (and other ranking factors).
So when someone searches for things associated with what Google has already classified as the 'appropriate keywords', it then ranks it like that? So it dynamically ranks the pages with each search which is associated with the chosen keywords? How can I change this?
Take some time and do the research for On Page and Off Page SEO. Its a process and be smart and do white mat methods and you will see success. Everything should be done in moderation and only get quality links. Quality over Quantity.
The keywords in Webmaster Tools is what Google thinks your website, overall, is relevant to. This is important, but less so than the 'search queries' report. that shows you what keywords you ranked for in the past 30 days, the impressions, clicks and ctr for those keywords.
a site like yours i would encourage you to find communities relevant to your topics and participate in discussions, also focus on social sharing.
You need to do anchor text for the keywords that you want to rank for. The way I see it is you need to tell Google what you should rank for. Become authoratative by getting powerful links and blogs to link to your site. The more powerful the links the higher you will rank. Quality over Quantity.
You have to be patient. Because SEO takes some time for development to take place. Incorporate all the normal SEO techniques and see what the result is. That is phase one. In the second phase, start writing articles and blogs which direct to your website. Then there is the third phase where social networks. Go through each phase step by step.
I do that religiously everyday. I'm always learning new things but I still see no effect. Google contains alot, its about filtering them. And even though there may be good SEO tips, it behave differently for everyone