In a recent Google Webmaster Hangout, John Mueller provided advice on addressing a situation where a homepage is ranking for a keyword phrase, but an internal page is more relevant.
Signals for Web Page to Rank over Home Page
A question was raised about how to indicate to Google that a certain internal page or blog post should rank over the homepage for specific search terms, especially on a small website where most internal links point to the homepage. This scenario is unusual since the homepage typically features limited content from internal pages.
The Power of Custom Content Excerpts
The issue might arise from the amount of content shown from internal pages on the homepage. If article excerpts on the homepage are too lengthy, it could contribute to this ranking problem. In platforms like WordPress, some themes automatically display the first few sentences or even the entire article on the homepage unless a custom excerpt is set. Creating unique excerpts can better describe what the article is about and encourage visitors to explore further, similar to a meta description.
Google’s John Mueller Explains How to Rank an Internal Page
John Mueller suggested that clarifying the purpose of the homepage and ensuring the relevant content is well covered on specific pages can help resolve the issue. The homepage should generally not rank for very specific keywords as it indicates a lack of focus. Ideally, the homepage should be optimized to reflect the overall theme of the site, such as showcasing a broad category like selling all kinds of widgets while allowing detailed pages to rank for specific terms.
John Mueller on How Internal Linking Helps Pages Rank
Mueller emphasized the importance of internal linking and meaningful anchor text. Descriptive anchor text helps convey context to search engines compared to vague terms like "more info," which is challenging on a blog homepage but feasible within content across other pages. Clear titles and headings, alongside well-structured content, contribute to effective SEO without resorting to keyword stuffing.
What About External Links?
For specific search queries, Google prefers ranking detailed internal pages rather than home pages. If the homepage ranks instead of an internal page, it could indicate a lack of useful links across the site with most links pointing to the homepage. A weak link profile can hinder internal pages, but overcoming this is possible by using proper excerpts, maintaining good site architecture, and clearly defining the homepage’s focus.
In conclusion, focusing on these best practices in website structure and content can improve the chances of internal pages ranking appropriately for their intended search queries.
Images by Shutterstock, Modified by Author
Screenshots by Author, Modified by Author
