Promoting subpage over the homepage (sitelinks)

[AndyCG]

Hello,

Long time reader, first time poster here!

I've recently launched a new site for a client and need your thoughts on something...

They are in a competitive marketplace, and make most of their money from one product ('widgets'), but have a lot of related services that often serve as lead ins for the big project ('widget installation', 'buttons', 'toggles').

At the moment they appear #1 for their company name ('weebob'), and #2 for 'widgets ruralshire'. Both of these terms show in the SERP with site links, Google+ author photo, article dates, etc.

However, the site links point to some of the lowest value related products.

Ideally, I'd want to see 'weebob - providers of widgets, buttons and toggles', with 'widgets' as the first site link.

I feel Google is choosing not to show the 'widgets' subpage, because there are so many mentions of widgets on the homepage.

How do you go about balancing showing the sub page in search results - participially if you search for the company name - but still showing the company homepage when you search for broader terms?

Should you really limit the number of mentions of the key product on broader, general pages like the homepage, in order to favour the page specifically about widgets?

Be very interested to hear your opinions and similar experiences!

[joshz]

Build better links to higher quality pages.
Ensure your site menu structure is flawless.
Demote pages you don't want to appear under sitelinks via GWT.