We reviewed a fairly large e-commerce website for potential SEO improvements at our client’s request. Most obvious to us was the lack of content on the home page, particularly given the fact that the site had hundreds of pages with more than an adequate amount of content.
We made the suggestion to add more copy to the home page with appropriate key word repetition in the header tags and text.
I expected the authority of the home page to increase and, after a week, it was obvious that it had. But what was most surprising was how much the internally linked pages of higher authority had increased in SEO value as well. In fact, some pages had increased their ranking more than the home page itself.