At First it takes some time to figure out. First Define Your Niche and Your Address names, if you have not already done so. You can work around It.
I have pretty strong SEO for organic and direct searches, Because of My HTML address, My sites addresses, And some Devices. That I use consistently. Such as my Real name Donald, Beres Jr. and Pen Name Sinbad the Sailor Man.
Because of My chosen Key Words:
Poetry Writes & Other Stuff from Sinbad the Sailor Man.
Avoid the [&] sign character, it will cause you problems with almost all of the Search Engines as well as any Character use in any Programing Language. Carefully Choose you Key Words.
Link Internally and externally With Them.
Develop your own catch phrases with like common phrases.
Be everywhere you can Be!
Create your traffic wheel and use it as well as Buttons and widgets.
Speak with and teach with authority and you will become an authoritative Figure Some Day.
Have Fun its only a Game!
Check out Sinbadthesailorman.com for some examples