The Difference Between Ranking Your Home Page and the Rest of Your Pages

Let’s set the scene: You’ve been investing time, energy, and money into Search Engine Optimization (SEO) for your business over a few months, and reports show you’re actually bringing in traffic for a target keyword! However, upon searching it for yourself, you’re disheartened to find your home page is nowhere to be found. What gives?

Rest easy — there’s a difference between your home page and the other pages of your business website. Furthermore, investing in SEO still pays off, even when your home page isn’t showing up for competitive keywords in the way you imagined.

In this post, we’ll walk you through the differences between ranking your home page and the rest of your pages in Google. By the time we’re done, you’ll be able to clearly judge the value of your optimization efforts.

Key Takeaways

  • A website is made up of many pages.
  • Each page can rank for one keyword and its Latent Semantic Indexing (LSI) relatives.
  • The home page is only one page on your site, and will likely rank for your company name and one choice keyword.

The Role Ranking Plays in Content Marketing

Content marketing — a form of inbound marketing that’s been around for some time now — means targeting many potential local customers without a hard sell. This is often done by providing upfront value that ties back in to your business’ products and services. This builds a long-term relationship with potential customers, and increases the chance of ongoing business.

Content marketing covers many realms (including blogging, social media, email marketing, and more), and the goal of any content marketing strategy is to bring high amounts of traffic to your site. In turn, you can optimize your site to turn visitors into qualified leads for your business.

Ranking highly in search engine results plays a huge role in how much targeted organic traffic your business website receives. Ultimately, SEO itself is all about content marketing.

That being said, not all pages on the site will rank the same, or will be able to pull in the same kind of traffic. This is important to understand, otherwise you may miss out on the benefits of SEO.

How to Strategize Business Website Optimization

As you optimize your business website to rank in search engines, you may expect that the lone domain will rise to the top for every target keyword. So how does ranking for your domain name work? Simply by using your home page or other individual pages — it all contributes to the overall ranking power of your website. Let’s take a deeper look.

The Business Home Page

The home page is the one that shows when a visitor navigates to your primary domain URL, and doesn’t access any subpages. It counts as one page among the many on your website.

No matter how many keywords your entire domain is seeing traffic from, the home page itself will likely rank for only two things:

  1. Its specific target keyword.
  2. The name of your company.

That said, your home page may eventually rank for broader keywords, but doing this will require successfully ranking many internal pages on the same specific topics, for a long period of time. In the end, whether traffic comes in via the home page or not won’t make much of a difference in conversion rates.

There are also a few additional features that your home page could be eligible for, such as sitelinks and a site search box. However, it’s up to Google’s discretion whether you’ll get them.

To continue reading, go to the Clickx blog.

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