The site in question uk-annuity.com was doing very well for its target
phrases “uk annuity” and “annuities uk” etc.

The index page had a pr of 3 and the next level 2 and so on. I then
decided to “improve it” as when considering the original design of the
site I realised that I had omitted some target phrases entirely
(annuity rates) or buried other target phrases to deep in the site
structure.

I am unsure whether I have actually improved the site, as its primary
target key phrase “uk insurance” has dropped from 1st and 2nd in the
search results to being unranked. However the number of pages with a
pr of 3 has increased from 1 to 12, in addition I am aware of some
(minimal) success in the target areas that prompted me to make the
alterations.

My question is as follows:-

Why has google dropped my site from its search results for the search
phrase “uk insurance”?
Is the only way to re-instate the desired result to undo the changes
that prompted it?

How can I achieve my objective of maintaining the results I was
getting for my original key phrases whilst extending the site
catchment to include the additional phrases targeted (annuity rates
and the first five bulleted items on the index page)?

What can i do to improve its page ranking?

The original (unimproved!) site made no mention of annuity rates and
the first six bulleted points on the index page were text not
hyperlinks.  My thoughts to improve my ranking in the additional
search phrase target areas was to add text and a hyperlink relating to
the omitted target phrase (annuity rates) and hyperlink from the index
page using the bulleted text to the pages dedicated to the additional
phrases that were deeper in the site. The only other alteration that I
have made to the site was to add an article from the guardian to the
“impaired life annuity” page.

All help and advice gratefully received.

Yours sincerely

Bemused.