The Negative Aspect of Ranking a Homepage
One of the biggest SEO mistakes a business can make is attempting to optimize their homepage for keyword rankings. Not only can this substantially decrease the ranking of the business to achieve what they want, but it can also be detrimental to their overall rankings. The key reasons no business should attempt to rank their homepage, and the best alternative options are defined below.
Ranking Pages for the Same Topic and Terms
When a business ranks two pages using the same topic and terms, it is referred to as keyword cannibalization. This is relatively common when the business attempts to rank both a sub-page and their homepage. Google will become confused when they see two different pages with the same topic. This means they will not know which page to rank. In the majority of cases, Google will not rank either page.
This can also result in the home page becoming undesirable because the ranking is ahead of the service page for the same business. As time passes, both rankings can start to decline. This happens because as one-page begins to rank, Google drops the page to rank a different page. This negative cycle will continue until eventually, none of the pages will reach their full potential. This is because Google will be unable to determine which is the correct page to rank.
Using the Homepage for Conversions
Using the homepage for conversions rather than focusing on rankings is a good business strategy. As the business brand begins to grow, the homepage will receive more hits. This means the business has a lot more freedom for how they choose to use their homepage. One of the most common mistakes is placing thousands of words of text on the homepage in an attempt to rank for a specific keyword.
A homepage should be simple to understand and encourage visitors to purchase or sign up for services or products. Instead of trying to include all of the information on the homepage for SEO, a separate page can be built for every topic the business wants to rank for. This may consist of the services, products, category, and business location. Each page can be built using a different color widget such as blue, green, or red.
The business can also use widgets to establish their location or locations and what type of product or services are being offered. Each page will be ranked according to their content. There should be a page on the website for each keyboard topic the business wants to rank for. Every page should focus on a specific keyword topic. There is no need to build a different page for every variation of the keyword. Google will rank each page for numerous keyword variations.
The Best Reason for Not Optimizing the Business Homepage
Once the business becomes successful, the chances are excellent; they will begin offering multiple products and services. Numerous businesses start with just one or two products or services. Once the additional products or services are added, it will not be possible for the homepage to rank for every single one or even the majority. A good example is a business that starts out selling one model of black microwave carts.
The business would set up its website to be optimized for this specific cart. This will work fine until the business becomes more considerable. Eventually, the business will realize its customers are interested in different models, style, and colors. The business will begin to sell repair services, actual microwaves, and delivery services. Eventually, the business will expand and have additional locations in multiple locations and states.
As the business continues to grow, it may begin selling internationally. This is where the problem will arise. The structure of the website is for ranking just one product. This means the site will be outdated and no longer make sense. It will not be possible for Google to rank the homepage for multiple styles, sizes, and colors of microwave carts, microwaves and repair services for locations in different states and perhaps even other countries.
The homepage for the business will become ineffective. Google will rank only fifty to sixty characters of the businesses title tag. It is no longer possible for all of the products to be ranked.
Optimizing the Homepage
The homepage for the business should be optimized for the general category and the brand. The page should make it clear to both Google and the users what the business does overall. The majority of users will locate the homepage because they are interested in the brand. The homepage should only use general terms to explain the business. This should not be used for ranking purposes.
The sub-pages are critical for enabling the user to find the site by entering a search term. The homepage should never be wasted since it is a compelling page on the site. The homepage should be used for linking the essential pages on the website. Calls to action (CTAs) on the homepage should link the user to each service page. The power to link to other pages using the home page should be leveraged while the business builds external links for their inner pages.
Ensuring the User Locates the Correct Page the First Time
Once the user has located the website, the page they land on must be specific about what they were searching for as opposed to a homepage with a listing for everything offered. When the users find themselves on the page with everything they were searching for, they will not need to browse. This can stop the user from leaving the site and ending up at a competitor.
The Bottom Line
There are numerous reasons a homepage should not be created for rankings. This being said, the website can still have a good ranking. All that is necessary is having a different page covering all of the crucial topics, products, and services.