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Early in a particular website’s SEO overview, recently, I saw that the home page had too little content. In addition, someone had engineered bad web development practices as well, including the placement of large graphics with text in order to take a shortcut.

It was a large e-commerce site.

So I got to work adding content to the body of the home page in addition to making sure that the HTML elements were also taken care of. I took care to add a lot more internal linking (important) to critical internal pages.

I arrived at a nice-looking home page. More importantly, the content addition made a sizable difference to the SEO of the site. But not appreciably to the home page. It was the rankings of the internal pages that increased dramatically, nearly doubling impressions and clicks on Google.

What does this mean? Well, for one thing, it means that the home page is important.

What can also be said is that the home page really didn’t have much room to move in terms of key words entered into Google, whereas the internal product pages and galleries had much to gain, as they were much more specific and linked to more than once from the home page.

Concluding—a website’s structure should be evaluated before other initiatives are undertaken in order to improve SEO. In this case, the home page appeared to be an anchor (in terms of content), that made the other pages dependent in terms of SEO.

Any content might have produced the same result, regardless of key word distribution on the home page. Perhaps a threshold needed to be overcome—one that was keeping the internal pages ranking substantially lower.

It now appears that we live to rank another day. My client has seen an uptick in conversions.