Question: I have recently launched a new site and got it a few authoritative links. For my search queries related to my brand Google is ranking an internal page instead of the home page. Why?
Answer: When a site is new and has few inbound links the PageRank computations tend to be rough estimations. It is common for a page linked to sitewide, like an about us page, to outrank the homepage until they better understand the internal site structure and PageRank flow.
What if My Site is Older?
Some pages get filtered out of the search results for being too focused on a keyword or keyword phrase. Make sure you mix up your inbound anchor text, page title, meta description, page headings, and page content. If you see a women's volleyball page outranking your core volleyball page and your core volleyball page used to rank really well but is now nowhere to be found then likely it got filtered out.
Poor Internal Site Link Structure
If the wrong page style ranks and gets linked to then that advantage sorta builds on itself and the wrong pages continue to rank. If you have printer friendly pages or other duplicate content pages ranking you may want to look into demoting their role in your internal link structure.
Information & Sales Pages
Informational pages tend to outrank most sales / conversion oriented pages because typically they have more relevant on page content and deliver greater value to common web users, which makes people more likely to link to them. If you have an informational page ranking where you would like your sales page to rank you have numerous options.
Advertise your product or service aggressively on the information page. This allows you to maintain rankings, maintain forward link momentum, and increase conversion rates. This is a low risk approach. If the idea of advertising too overtly scares you then you may want to consider using smaller ads and working the advertisement into the content with a text link.
Switch the contents of the two URLs. This carries some risks, as some people who linked to the information page may remove their link if they see the advertisement page, though most old links stick. The other big risk is that competitors may eventually catch up because your ranking page may not gain links as quickly as their informational pages do, so the day you switch to an ad page you help them catch up.
Change internal link weights. If you are placing a lot of link weight on the informational page but little on the sales page you can try to increase your internal link weight to the sales page while lowering the link weight to the informational page.
Market both pages aggressively. It is typically better to have two listings in the search result than one. If one of your documents is a self reinforcing authority and your other document is within striking range of the top results you can market both of them. Ensure you make the descriptions and titles for each of them appealing to the right searchers. For example, the listing for the sales page can use commercial words like buy and best, whereas the informational page can use words like free, tips, reviews, etc.
Gain a Competitive Advantage Today
Your top competitors have been investing into their marketing strategy for years.
Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.
Explore the ranking profile of your competitors in Google and Bing today using SEMrush.
Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
See where they rank & beat them!
- Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
- Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
- Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
- Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
- Risk-free: Free trial & low price.