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    Internal pages ranking over the homepage: How to optimise to rank better at Google?


    Hi,

    We have experienced a shift in SERP from internal pages ranking over website homepage for more than a year. Previously website homepages used to rank for the primary keyword like moz.com for "SEO". Now we can see that internal pages like moz.com/learn/seo/what-is-seo been ranking for the primary keyword "SEO". Google is picking up these "what is ABC" pages than the homepage. All our competitor sites are ranking with these internal pages which are about "what is (primary keyword)". We do have the same internal pages "what is....", but this pages is not ranking; only our homepage is ranking. Moreover we dropped more than 15 positions after this shift in SERP. How to diagnose this?

    Thanks
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    Seems like your pages cannibalize each other. Check what intent you are optimizing for. I mean, your internal articles should be optimized for informational queries while converting pages should target users with commercial intent. Target different keywords. Build more links to your homepage if you want it to rank higher.
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    I am also facing the same problem. Some of the keyword is ranking on only homepage, but their targeting URL is different. I noticed this issue from 3 weeks only, earlier the same keywords ranking on on their target URL. Some say it may be a Google algorithm update issue..

    Hope if someone can suggest what to do for this ?

    Thanks

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