I have noticed a lot of sites move down rankings to be taken over by sites with no backlinks to a page and not really optimized for the term they are ranking for, but the root domain in question is a trusted one.
It looks to me like newer sites, even with emd's, that are optimized right and with more backlinks are falling down some spots to be taken over by more trusted sites that just happen to have a page on a keyword that they havent even tried to optimize for.
Maybe the days of getting a domain and ranking with an emd are over, Google in my observations are ranking pages more based on trust of the domain as a whole then ever before, even when they arent optimized for it.
Sort of like google is saying 'we will rank you higher then newer sites that are fully optimized for it because your domain has been around ages and is trusted by us, so even though you havent optimized for this word or have any backlinks to said page, we trust the fact your page is probably not just a spammy money making effort'
Anyone noticed this or am I going crazy?