I've dealt with this issue before and fixed it. I'm not the expert that a lot of others are, but I have been doing this for a while with broad experience across verticals for small and large sites.
I'm trying to figure out how to fix this issue. I'm doing it for a friend and as you know no good deed goes unpunished.
The question is: what should I try or look for to fix this?
Details:
Company name is the keyword target. Basically the company name would be similar in structure like a hypothetical example of "Chicago Orthopedics"
The domain is the company name. It has existed for 10 years.
Call to action link above in slider goes to the contact page.
Home page has unique intro text about 400 char that works well in the design. It mentions the company name twice and the location 1 additional time. H1 is primary keyword.
Other text on the home page include navigation at the top to:
- services, about, contact & link to sister site
- list of services in grid, with link from each service to the service page. Some use the natural variation of the keyword without the location since it is relevant, others don't. ex: Physical Therapy or whatever. Nothing looks spammy and they link to 1 services page which lists the services so there isn't a bunch of thin "Chicago X" type of pages. Just 1 page that lists the services.
About page has more text naturally. About 1800 char. H1 is "About Us" H2 is "Meet Our Team" and another H2 with no keywords. It basically mentions the company name (that keyword, linked to the home page which I added recently to try and steer some relevance to the primary page) in some intro text and has bios for the company's employees. It mentions the service version of the keyword without location (Ex: Orthopedics) in some of the bios.
Meta descriptions are appropriate, not keyword stuffed, etc.
I have tried a bunch of stuff to get the home page to rank instead of the about page, including:
- Changed the about page URL & content, 301 old one to home page.
- Added (currently there) Canonical tag on about page pointing to homepage
- Added (currently there) link from the about page to the home page with the keyword term which is also the company name.
Nothing seemed to make any difference. The new about page URL outranks the home page.
There are no manual actions, the site is indexed fine, and a keyword search with site operator shows the home page first. (ex: chicago orthopedics site:chicagoorthopedics.com and orthopedics site:chicagoorthopedics.com)
I can't find any toxic links to it. There's 1 blog where it's a blogroll link but I don't think it's a bad site. SEMrush toxic score is 38 (just one measure I know) and other sites have shown a nice boost from a link on this same blogroll.
I mentioned a sister site. This is using the exact same design code & architecture with different content. The only real difference is that it has 1 person on the about page so it is more of a personal service provider site. It is another service the owner provides. Let's say that is "Chicago Physical Therapy" and has a similar domain as above, chicagophysicaltherapy.com which it does.
The sister site, which is virtually similar ranks just as desired with the home page for the single targeted term. They're cross linked from between the sites using just the service name in navigation, not location. ex: "Physical Therapy" from the Orthopedics site links here and "Orthopedics" from the PT site links to the other one. This sister site domain is 2 years old.
Both sites have approx the same ratio of links to home page vs about or any other sub pages, and the same ratio of keyword to non-keyword terms in links.
So, what should I try next?
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