Let’s get one thing straight—homepage search engine marketing exists.

A homepage can rank for related non-branded key phrases and assist different pages in your web site to rank too. You’ll find proof of that everywhere in the internet. Right here’s one from Squarespace’s homepage:

List of keywords with corresponding data; notably, Traffic and Position

However search engine marketing isn’t the solely or main facet of a homepage. So on this article, you’ll learn to optimize your homepage for engines like google in 4 steps with out undermining your homepage’s main function.

The best way to optimize a homepage for engines like google  4 steps

Homepage search engine marketing resembles the final circulate of optimizing a web page for engines like google. Now we have key phrase analysis, creating search engine marketing content material, and constructing hyperlinks. Nonetheless, there are some caveats and particular issues. Let’s dig in.

1. Select the goal key phrase

Your homepage ought to clearly “inform” Google and your readers what your product/service is about. Each events want to know the context.

In search engine marketing, that is achieved primarily by focusing the content material of a web page on a goal key phrase. This key phrase defines what the web page is about. This doesn’t imply that your web page will solely rank for this key phrase alone. It is going to most definitely rank for tens and even a whole lot of associated key phrases. However first, it’s essential select that one.

Begin by making a listing of key phrases that greatest outline your services or products. For the sake of our instance, let’s assume you’re competing with Intercom within the house of communication instruments. Right here’s how one can populate your record:

  • Brainstorm – You are able to do this by yourself or in a bunch. Simply create a listing of phrases or phrases that come to your thoughts. Because you most likely already know an important deal about your area of interest, these phrases ought to come fairly naturally.
  • Analyze opponents – Make a listing of your opponents and browse by their web sites to search out phrases that they use to explain their choices.

So let’s say we got here up with the next key phrases: CRM, communications platform, buyer communications platform, buyer communications instrument, conversational advertising and marketing platform, conversational advertising and marketing instrument, buyer messaging instrument, conversational relationship platform, and customer support software program.

Subsequent, we’ll plug these key phrases into an search engine marketing instrument. We might want to get the visitors potential of every key phrase and perceive the search intent behind all of them. You need to use any search engine marketing instrument you want, nevertheless it’s greatest should you use a instrument that doesn’t group key phrases.

If we use Ahrefs’ Key phrases Explorer, right here’s what we are going to see:

List of keywords with corresponding data like KD, Volume, GV, TP, etc

To get a clearer image of our Visitors Potential right here, I’ve ordered our key phrases based mostly on this metric (TP).

Ahrefs reveals knowledge for six out of 9 key phrases. The remaining three are most definitely very low search quantity key phrases. Due to their low recognition, we gained’t hassle with them on this article.

Subsequent, we have to analyze the search intent for these key phrases.

Search intent stands for the explanation behind the search question. Mainly, we wish to see within the search engine outcomes pages (SERPs) for these key phrases the identical sort of pages that you simply wish to optimize: homepages. 

Moreover, since we will assume our homepage will probably be describing a product, we will broaden our seek for touchdown pages with the identical intent. If you wish to dive deeper and perceive the reasoning behind that, see our information on search intent.

Shifting on. Take a look at the highest 10 pages rating for these key phrases and see should you can spot a homepage or a product web page (in case your opponents are providing a set of assorted instruments). In Ahrefs, you possibly can simply click on on the SERP icon.

SERP icon in the results

Under are two cases the place we will see such pages for the key phrases “CRM” and “buyer communications platform.”

SERP overview for "crm"

Right here, we will see two product pages devoted to CRMs—each by firms delivering total product suites.

SERP overview for "customer communications platform"

For the key phrase “buyer communications platform,” we will see Intercom’s homepage and product pages from Freshdesk and MHC.

At this stage, you might end up in certainly one of these eventualities:

  • You’ve discovered only one matching key phrase – You need to use that key phrase as a goal key phrase.
  • You’ve discovered a number of matching key phrases – You continue to want to decide on one main key phrase. You possibly can have a look at the GV column (International Quantity) to gauge the recognition of the key phrase (i.e., the language your target market makes use of the most).
  • You’ve discovered none – On this case, it’s best to persist with the key phrase that greatest describes your providing. There are two causes for that: First, your homepage probably serves extra functions than search engine marketing; second, search intent for that key phrase could change route and begin displaying explicit companies (like yours).

What to do with different related key phrases from this stage? Maintain them. You should still want to make use of them within the copy of your homepage to indicate its context. Aside from that, you might wish to use them for different content material codecs (weblog posts, touchdown pages, free instruments, and so forth.).

2. Create content material to your homepage

On this part, we’ll cowl crafting the title tag, meta description, major content material of your homepage, and addition of schema markup.


The title is without doubt one of the issues Google will take note of when understanding and rating your homepage. (Sure, it’s a tiny rating issue.)

That stated, the title isn’t solely meant for Google. You continue to must make the title enticing sufficient to make individuals click on.

Listed here are some good practices for crafting your homepage’s title:

  • Make it eye-catching and correct – Write a line that piques customers’ curiosity and precisely describes what’s distinctive about your supply.
  • Insert the goal key phrase in your title – However keep in mind to make it sound pure.
  • Insert your model identify – How and the place you place it gained’t affect rankings (however could affect the person’s selection). 
  • Match inside 60 characters – In any other case, your description could get truncated, and also you’ll improve the possibilities of Google rewriting your title.

When you rank within the prime 10 for that key phrase, it’s the right time to begin optimizing your title for the click-through charge.

Beneficial studying: The best way to Craft the Good search engine marketing Title Tag (Our 4‑Step Course of) 

Meta description

Not like the title tag, the meta description isn’t a rating issue.

Apparently sufficient, Google is understood for rewriting meta description tags. (Based on our research, this occurs 62.78% of the time.)

At any charge, an excellent meta description can curiosity the searcher sufficient to enter your homepage. So:

  • Make it compelling sufficient to make the person click on.
  • Chorus from any “clickbaity” practices. In case your web page doesn’t go the “sniff check,” the person will merely return to the SERPs and can keep away from your web page sooner or later. Or just, they gained’t click on within the first place.
  • Don’t make your description longer than 920 px. Use a instrument like SERPSim to ensure your description will match.
  • It’s a good suggestion to deal with the title and outline as two components of the identical message. The outline might be an extension of or assist what you declare within the title.
Excerpt of a Google SERP
Excerpt of a Google SERP

Beneficial studying: The best way to Write the Good Meta Description 

Principal content material

Firstly, take into consideration your model and what you are promoting when creating the principle content material of the homepage. What do your guests must learn about what you are promoting proper off the bat? What makes you distinctive? What path ought to the person take in your web site? search engine marketing ought to come second in these issues.

In relation to search engine marketing, it’s essential keep in mind two issues when designing your major content material:

  1. Matching search intent
  2. Inserting (naturally) your goal key phrase into the H1 tag

For the primary level (matching search intent), it’s essential have a look at the highest pages on the SERP for a given key phrase and analyze what these pages are speaking about and what they supply.

For instance, for the key phrase “CRM,” lots of pages supply fundamental info on CRMs: what’s a CRM, advantages, how does a CRM work, options of a CRM, and so forth.

Google SERP for "crm"

This is a sign that Google “promotes” pages that provide some sort of schooling on the subject of CRMs. So it’s most likely a good suggestion to incorporate comparable factors inside your major content material in order that Google can “see” your web page as one thing that helps searchers perceive the product and learn the way they will profit from it. 

You possibly can go a stage deeper in selecting associated phrases with the assistance of Ahrefs’ Additionally rank for and Additionally speak about studies. Simply plug in a key phrase into Ahrefs’ Key phrases Explorer and use the stated studies to search out out:

  • Which key phrases the highest 10 rating pages to your goal key phrase additionally rank for.
  • Which different key phrases and phrases the top-ranking pages to your goal key phrase continuously point out.
List of keywords with corresponding data like KD, Volume, etc

A number of the outcomes of the Additionally speak about report for the key phrase “CRM.”

Lastly, nevertheless apparent this may increasingly sound, you don’t wish to neglect to say your model within the copy. That is nonetheless a part of search intent, as lots of searchers will probably land in your homepage by branded key phrases.

As for the second level (inserting your goal key phrase into the H1 tag), it’s one other scenario when search engine marketing comes final. Inserting the first key phrase into this tag will assist Google perceive the context. However the H1 tag can be about enhancing the person expertise and accessibility of a web page.

On prime of that, there’s nothing flawed with making your H1 copy extra persuasive than the competitors. 

H1 on Hubspot's webpage about its CRM software

Beneficial studying: On-Web page search engine marketing: The Newbie’s Information 

Add schema markup

Schema markup is code that helps engines like google to know your content material and higher symbolize it within the search outcomes.

Including schema markup will help you acquire extra visibility on the SERPs by displaying wealthy snippets which, in flip, can result in extra visitors.

In follow, including schema markup to a homepage is corresponding to filling out meta tags. You’re filling out some predefined classes with details about your group, your product, and so forth.

You possibly can write schema “by hand,” nevertheless it’s most likely greatest to generate it utilizing instruments like Schema Builder extension.

Right here’s an instance schema markup from Intercom’s homepage. Right here, it’s utilizing the “group” kind with two properties (URL and brand):

Example schema markup on Intercom's page

And under, we’ve got an attention-grabbing case of a number of schema markup varieties discovered on ZOHO’s CRM product web page:

Multiple schema markup types found on ZOHO’s CRM product page

And due to having this info contained in the schema…

  "aggregateRating": {

    "@kind": "AggregateRating",

    "ratingValue": "4.3",

    "reviewCount": "5148"


… Google can show the assessment snippet:

Review snippet on a Google SERP

One other attention-grabbing instance is how HubSpot makes use of schema markup to indicate FAQs becoming the informational character of the search intent for the key phrase “CRM”:

Excerpt of a Google SERP
Schema markup on Hubspot's page

The kind of schema property that you could be wish to embrace in your homepage is the group. It is going to assist Google perceive that your web page is about a company (and never, for instance, a sort of fruit). This markup may assist you earn a data panel.

One other often-used characteristic is the sitelinks search field. Google can show this characteristic whether or not you prefer it or not (based mostly on the utility for the person), however you possibly can have some management of it utilizing schema.

Sitelinks search box on Google SERP

It’s value experimenting with different forms of properties too: opinions, FAQ, native enterprise, and so forth. Having a number of schemas in your homepage is OK, so long as you match that with precise content material in your homepage and don’t present conflicting info.

Beneficial studying: What Is Schema Markup? The best way to Use It for search engine marketing 

3. Construct high-quality exterior hyperlinks

A homepage, identical to another web page, wants backlinks to successfully compete for non-branded key phrases in engines like google. The extra good high quality backlinks you might have, the upper the possibilities of rating within the prime 10.

Keyword Explorer overview for "crm"

The competitors for this key phrase is basically powerful…

There are a number of sources the place you will get backlinks to your homepage. However not all of them will go the identical hyperlink authority. So earlier than you go chasing these hyperlinks, take into account what makes an excellent (high-quality) backlink:

  • Relevance – You must intention to get backlinks from web sites associated to your area of interest.
  • Authority – Backlinks from robust webpages often switch extra “authority” than these from weak ones. As well as, hyperlinks from pages with fewer outbound hyperlinks will go extra authority.
  • Visitors – There’s a small however clear correlation between rankings and backlinks from pages with natural search visitors (supply).
  • Placement – Prominently positioned hyperlinks could go extra authority than others. The final rule of thumb is that the extra probably the person is to click on a hyperlink, the extra PageRank the hyperlink will go. So for instance, hyperlinks inside the principle copy of the textual content positioned excessive on the web page will go extra authority than hyperlinks contained in the footer positioned amongst many different hyperlinks.
  • Anchor – Google reads the encompassing content material of a hyperlink as a sign for the context of the web page. Nonetheless, in keeping with our research, the correlation between anchor textual content and search rankings is weak.
  • Adopted vs. nofollowed – Nofollowed backlinks often don’t affect the linked web page’s rankings.

Take into accout, although, that high-quality hyperlinks are onerous to get. Most of the time, you’ll actually need to construct a powerful case to get a web site to say your model, product, and so forth.

With that out of the best way, let’s check out some locations the place you will get high quality backlinks to your homepage.


Optimistic opinions can drastically improve demand to your services or products. But when your opinions may get you a high-quality backlink, these opinions will help you rank greater on the SERPs and generate extra visitors.

To search for assessment alternatives, you possibly can analyze your opponents’ backlinks and attain out to the identical web sites.

Backlinks report results

You possibly can search for assessment alternatives by filtering opponents’ backlinks with phrases usually utilized in opinions. Examples: greatest, evaluate, comparability, different, and so forth.

One other strategy to supply these alternatives is to make use of Google to search out out who writes opinions in your product class. However if you wish to do it extra effectively, you should use Ahrefs’ Content material Explorer to search out these websites and simply filter them based mostly on web page visitors, area authority, and so forth.

Content Explorer results for this search: "crm review" OR "best crm"

Digital PR

Digital PR is a good alternative for constructing hyperlinks as a result of hyperlinks from the media will often be among the most authoritative backlinks you possibly can get.

Usually there are two methods to do that. You can:

  • Reply journalist requests on websites like HARO, ProfNet, or SourceBottle. You can even scan Twitter for hashtags like #journorequest.
  • Write and pitch press releases to respected and related media retailers.

If you happen to can present distinctive perception on an issue associated to your area of interest or should you’re doing one thing newsworthy, there’s a probability a journalist will use you as a supply for his or her story. Because of this, your model will get publicity and your homepage will get a hyperlink.

List of referring pages with corresponding data like DR, Domain Traffic, etc

Identical to opinions, PR can occur “organically” with out your enter. Will these tales hyperlink to you as effectively? You’ll find out by searching for unlinked mentions after which attempting to show them into hyperlinks.  Now we have a full information on tackling unlinked model mentions right here.

Visitor posts

Visitor posting is sort of a well-liked phenomenon on the web. It most likely doesn’t want any sort of introduction.

Like opinions, visitor posts can profit a model and its services or products in some ways: model consciousness, product demand, and so forth. This tactic is value pursuing only for the sake of these advantages.

However when SEOs speak about visitor posts or visitor running a blog, there is just one purpose on the desk: getting a high-quality backlink. One is all you want.

You possibly can search for visitor running a blog alternatives manually utilizing Google:

Google SERP for this search: saas "write for us"

Or you are able to do it at scale with an search engine marketing instrument that permits you to rapidly filter by the outcomes. Right here’s a video displaying the method utilizing Ahrefs’ Content material Explorer.


Different techniques

Hyperlink constructing is a broad subject with many techniques and strategies. A number of the different concepts for getting backlinks are:

  • Getting featured in directories and listings, which is particularly efficient with homepages for native companies.
  • Learning your opponents’ backlinks to duplicate their hyperlinks (e.g., from assessment websites) and spot patterns within the forms of backlinks.
  • Reclaiming misplaced hyperlinks.
  • Including hyperlinks to neighborhood websites.

We cowl these and extra in our assets on the subject:

4. Add inner hyperlinks

From an search engine marketing perspective, three issues occur whenever you hyperlink internally:

  1. You assist new pages get found by engines like google – Inside hyperlinks present a crawl path to focus on pages.
  2. You go hyperlink authority between your pages – This fashion, you possibly can enhance different pages you personal.
  3. You assist engines like google perceive what a web page is about – You want Google to know the that means of your content material if you wish to rank for related key phrases.

Due to the explanations above, it’s best to search alternatives to hyperlink each from your homepage and to your homepage.

Add hyperlinks out of your homepage (to your most vital content material)

Homepages are often pages with the very best variety of backlinks. They amass hyperlink authority that may be handed to different pages to assist them rank.

Right here’s how Salesforce makes use of this method to spice up its web page explaining what CRM is:

Salesforce's homepage showing link to article on "What is CRM"; on right, list of other resources (video, webinar, etc)

And it appears to work. That web page ranks #1 for the key phrase “CRM”:

SERP overview for "crm"

One other standard strategy to hyperlink to your vital content material is thru the footer of the web page. Nonetheless, based mostly on our data of how hyperlinks go authority, this method will go much less authority in comparison with Salesforce’s approach.

Links to blog articles in page footer

Intercom hyperlinks from the homepage to chose weblog posts by the footer of the web page.

Add hyperlinks to your homepage

In case your useful resource pages (weblog, ebooks, case research, and so forth.) hyperlink to your homepage by web site navigation and even by a brand, these hyperlinks already go web page authority to your homepage.

Nonetheless, should you keep in mind from our part about what makes a hyperlink high-quality, the location of the hyperlink and its anchor matter as effectively. The hyperlinks {that a} person is extra more likely to click on are more likely to go extra authority. And the anchor utilized in that hyperlink helps Google grasp the context of your homepage.

For these causes, you also needs to hyperlink to your homepage inside the principle content material the place it’s related. So for instance, as an alternative of simply mentioning your model or product inside a weblog put up, embrace a hyperlink to it as effectively (one per article might be sufficient).

Internal Backlinks report results

Hyperlinks from HubSpot’s weblog pointing to its homepage are fairly widespread.


Right here, we’ll reply some continuously requested questions on optimizing a homepage for engines like google.

Is the homepage most vital for search engine marketing?

Your homepage will probably have essentially the most backlinks and would be the touchdown web page for many branded key phrases. Nonetheless, this doesn’t imply that your search engine marketing efforts needs to be restricted to this web page solely or that you ought to be prioritizing this web page in any respect occasions. 

How lengthy does it take Google to show modifications in your homepage?

Google states that crawling can take anyplace from just a few days to a couple weeks. Be certain that your web page is crawlable and indexable to Google within the first place.

How a lot textual content ought to there be on a homepage?

There isn’t any definitive reply for this from an search engine marketing perspective. Deal with matching search intent as an alternative and making your copy interesting to the reader.

Last ideas

Homepages are typically uncared for in search engine marketing methods. They shouldn’t be. As you possibly can see, they will rank for vital key phrases and assist different pages rank on the similar time.

That stated, you shouldn’t attempt to rank a homepage for a given key phrase in any respect prices. There are some eventualities the place it’s most likely higher to focus on key phrases with weblog posts or devoted touchdown pages. That is true when:

  1. The content material of your homepage gained’t have the ability to match search intent. This shouldn’t dissuade you from utilizing different phrases or phrases that, in your opinion, greatest describe what you are promoting.
  2. Your providing is so advanced that attempting to make all of it about one subject will damage what you are promoting. See how Twilio’s web site structure matches the complexity of its enterprise. Anticipating its homepage to rank for one non-branded key phrase simply doesn’t make sense.

One factor we have to clarify right here is {that a} homepage is only a web page. From an search engine marketing perspective, the identical guidelines apply. And on this sport, search intent remains to be king.

For instance, whenever you Google “velocity check,” you count on to see a free instrument for testing web connection. And that is what the top-ranking web sites present on their homepages proper off the bat.

It doesn’t matter what “tips” you utilize to rank right here; should you don’t present a instrument for that, then sport over.

And you may’t want for a greater affirmation of search intent than this:

Google SERP for "speed test"

Obtained questions or feedback? Ping me on Twitter.


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