How do you transition a keyword rank from a home page to a sub-page on the site?

[buildasign]

We're currently ranking #1 for a valuable keyword, but the result on the SERP is our home page.  We're creating a new product page focused on this keyword to provide a better user experience and create more relevant content.  What is the best way to make a smooth transition to make the product page rank #1 for the keyword instead of the home page?

[JustinTaylor88]

Totally agree with Cornel.

Don't ruin what you have as you might not get it back!

Put your effort into making the product page also rank well for the keyword.

[Cornel_Ilea]

Hi,

You know what. If the keyword is really important for your company.

Don't ruin what you have.

Take these steps:

1.  For the existing traffic create a clear and easy way from the homepage to the product page.

2. Start optimizing the product page for that keyword. If your homepage ranks #1 for the keyword chances are that Google will rank fairly fast your product page.

I've seen websites ranking with 2 pages for the same keyword.

Go on google.co.uk and search "secured loans" and you'll see that the first 2 results are from the same company.

Don't ruin a #1 for the chance that you might rank a product page.

Cornel

[MalcolmGibb]

Google obviously sees your homepage as a more relevant page for that particular keyword. The steps I would take to rank a sub-page are to de-optimise the homepage for that specific term:

1. remove all mentions of keyword from homepage including meta title/desc and h1-h3 etc.

2. create product or keyword specific page you want to rank

3. make sure keyword is in the page url/title/desc/h1

4. create contextual or nav link on homepage using keyword to product/keyword page

There is no guarantee Google will see the sub-page as more relevant and rank it for your keyword, but taking these steps has worked for me in the past. Also there is no guarantee you will swap out the two in the same position!