Sub-Page Ranks for a Main Keyword

[Benj707]

A sub page now ranks for my main key word (the file name is exact match to the key word) it completely replaced my index page in rankings.

Would 301 redirecting the sub-page to my index page (which is more informative and has a whole lot more links pointing towards it) be a good idea or vice versa? Or would optimizing that page (the sub page) be the best way to go (the sub page doesn't have single inbound link pointing to...).  This happened about a week ago.

Thanks!

[AlanBleiweiss]

That's the biggest challenge with data.  It can change over time  either with or without additional work on our part, due to the market, as well as due to search engine factors. So the question is now - will it stay this way for a consistent period of time.

[Benj707]

It has now been switched back...

[Benj707]

The key word is "medigap insurance" the sub-page was not optimized at all (I just fixed it up today, the page did not have a single link pointing towards it and the article on the page didn't explain much). My site is www.mostmedicare.com

[dignan99]

I am wondering what the keyword/keyword phrase is for your subpage, as it must be well optimized for it, at least far better than your index page.

If the page that IS coming up currently is informative, impressive, and educates the visitor on said subject, why would they not visit the main page as well?  I believe they will if they need your servies.  As much as we want our index page to be the main portal of entry into our site, this could be of benefit for you in some way.

[AlanBleiweiss]

301 Redirecting an internal page that you want visitors to discover is never advised as a way to drive the home page up instead.

Is the main keyword actually the most important keyword for your entire site?

Long term best practices would have it so that If it's one of the top few phrases your offering revolves around, then individual pages should be laser focused on variations of it - to the point where you have enough content across X pages that search engines see "enough of the pages across this site are on this specific topic that the home page of the site deserves to be ranked for it. And one top level page (a main navigation link) should be highly optimized for that specific phrase as well.

Ideally it's that page that should come up first in the SERPs for that phrase, followed by your home page coming up in the SERPs for it as well, but below that entry.

Alternatively, your home page should come up first, with Google SiteLinks coming up just below that.  But only after you've got a number of very strong pages built around the topic.