Not listed for keyword - advice please

I need some advice please. I have a very old site that I am re-doing after all the Panda changes and so on.
My site is a giant gif collection but I am not listed for the keyword "gif". How is that even possible?

I bought some link services here and had 0 movement for my main page. But for other pages, keyword i.e. "blah blah gif" the ranks shot up no problem.
It's not making any sense to me.

Thanks
K

Hmm, well the keyword GIF is very common and I'm sure has quite a lot of competition. It gets over a million searches a month! it's going to take a lot more than a few link services to be the top. You might want to try to target more specific niches, like you say "blah blah GIF". You could find what specific GIFs are searched for the most and use those! I would suggest using the Google Adword's Keyword Planner.

If you're set on ranking for GIF, I can't stop you but you're going to need a lot of authority.

I mean I am not listed on GIF at all. There is no rank.
I do have authority and about 3k of links. It's a 10+ year old site.

I get that if you have a new site you won't rank. The thing is, this is not a new site.