Let’s get one thing straight—homepage web optimization exists.

A homepage can rank for related non-branded key phrases and assist different pages in your web site to rank too. Yow will discover proof of that all around the internet. Right here’s one from Squarespace’s homepage:

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

However web optimization will not be the solely or main side of a homepage. So on this article, you’ll discover ways to optimize your homepage for search engines like google and yahoo in 4 steps with out undermining your homepage’s main goal.

Learn how to optimize a homepage for search engines like google and yahoo  4 steps

Homepage web optimization resembles the final stream of optimizing a web page for search engines like google and yahoo. We’ve got key phrase analysis, creating web optimization 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 grasp the context.

In web optimization, that is carried out 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 would most definitely rank for tens and even lots of of associated key phrases. However first, you might want to select that one.

Begin by making an inventory 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 area 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 an inventory of phrases or phrases that come to your thoughts. Because you most likely already know a terrific deal about your area of interest, these phrases ought to come fairly naturally.
  • Analyze rivals – Make an inventory of your rivals 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 platform, conversational advertising instrument, buyer messaging instrument, conversational relationship platform, and customer support software program.

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

If we use Ahrefs’ Key phrases Explorer, right here’s what we’ll see:

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

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

Ahrefs exhibits knowledge for six out of 9 key phrases. The remaining three are probably very low search quantity key phrases. Due to their low recognition, we received’t trouble 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. Principally, we wish to see within the search engine outcomes pages (SERPs) for these key phrases the identical type of pages that you just wish to optimize: homepages. 

Moreover, since we are able to assume our homepage shall be describing a product, we are able to develop 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.

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

SERP icon in the results

Beneath are two situations the place we are able to see such pages for the key phrases “CRM” and “buyer communications platform.”

SERP overview for "crm"

Right here, we are able to see two product pages devoted to CRMs—each by corporations delivering total product suites.

SERP overview for "customer communications platform"

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

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

  • You’ve discovered only one matching key phrase – You should 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 take a look at the GV column (International Quantity) to gauge the recognition of the key phrase (i.e., the language your audience makes use of the most).
  • You’ve discovered none – On this case, you need to stick with the key phrase that greatest describes your providing. There are two causes for that: First, your homepage doubtless serves extra functions than web optimization; second, search intent for that key phrase might change route and begin exhibiting 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 point out its context. Apart from that, you could wish to use them for different content material codecs (weblog posts, touchdown pages, free instruments, and so on.).

2. Create content material in 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 likely one of the issues Google will keep in mind when understanding and rating your homepage. (Sure, it’s a tiny rating issue.)

That mentioned, the title will not be solely meant for Google. You continue to must make the title engaging 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 provide.
  • Insert the goal key phrase in your title – However keep in mind to make it sound pure.
  • Insert your model title – How and the place you place it received’t influence rankings (however might influence the person’s selection). 
  • Match inside 60 characters – In any other case, your description might 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 proper time to begin optimizing your title for the click-through charge.

Beneficial studying: Learn how to Craft the Good web optimization Title Tag (Our 4‑Step Course of) 

Meta description

Not like the title tag, the meta description will not be a rating issue.

Curiously sufficient, Google is understood for rewriting meta description tags. (In response to our examine, this occurs 62.78% of the time.)

At any charge, a great 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 move the “sniff take a look at,” the person will merely return to the SERPs and can keep away from your web page sooner or later. Or just, they received’t click on within the first place.
  • Don’t make your description longer than 920 px. Use a instrument like SERPSim to verify 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 could be an extension of or help what you declare within the title.
Excerpt of a Google SERP
Excerpt of a Google SERP

Beneficial studying: Learn how to Write the Good Meta Description 

Predominant content material

In the beginning, take into consideration your model and your enterprise when creating the primary content material of the homepage. What do your guests must find out about your enterprise proper off the bat? What makes you distinctive? What path ought to the person take in your web site? web optimization ought to come second in these issues.

In the case of web optimization, you might want to 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), you might want to take 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 provide.

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

Google SERP for "crm"

This is a sign that Google “promotes” pages that supply some type of schooling on the subject of CRMs. So it’s most likely a good suggestion to incorporate related 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 find out how they will profit from it. 

You possibly can go a degree deeper in choosing associated phrases with the assistance of Ahrefs’ Additionally rank for and Additionally discuss stories. Simply plug in a key phrase into Ahrefs’ Key phrases Explorer and use the mentioned stories to search out out:

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

A few of the outcomes of the Additionally discuss report for the key phrase “CRM.”

Lastly, nevertheless apparent this may increasingly sound, you don’t wish to overlook to say your model within the copy. That is nonetheless a part of search intent, as a number of searchers will doubtless 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 web optimization comes final. Inserting the first key phrase into this tag will assist Google perceive the context. However the H1 tag can also be about bettering the person expertise and accessibility of a web page.

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

H1 on Hubspot's webpage about its CRM software

Beneficial studying: On-Web page web optimization: The Newbie’s Information 

Add schema markup

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

Including schema markup might 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 akin to filling out meta tags. You’re filling out some predefined classes with details about your group, your product, and so on.

You possibly can write schema “by hand,” but it surely’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” sort with two properties (URL and emblem):

Example schema markup on Intercom's page

And under, we’ve 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 because of having this data contained in the schema…

  "aggregateRating": {

    "@sort": "AggregateRating",

    "ratingValue": "4.3",

    "reviewCount": "5148"


… Google can show the evaluation snippet:

Review snippet on a Google SERP

One other attention-grabbing instance is how HubSpot makes use of schema markup to point out 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 embody in your homepage is the group. It would assist Google perceive that your web page is about a company (and never, for instance, a sort of fruit). This markup may provide help to earn a information panel.

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

Sitelinks search box on Google SERP

It’s value experimenting with different varieties of properties too: critiques, FAQ, native enterprise, and so on. 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 data.

Beneficial studying: What Is Schema Markup? Learn how to Use It for web optimization 

3. Construct high-quality exterior hyperlinks

A homepage, identical to another web page, wants backlinks to successfully compete for non-branded key phrases in search engines like google and yahoo. The extra good high quality backlinks you could 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 may get backlinks in your homepage. However not all of them will move the identical hyperlink authority. So earlier than you go chasing these hyperlinks, have in mind what makes a great (high-quality) backlink:

  • Relevance – You must intention to get backlinks from web sites associated to your area of interest.
  • Authority – Backlinks from robust webpages normally switch extra “authority” than these from weak ones. As well as, hyperlinks from pages with fewer outbound hyperlinks will move extra authority.
  • Site visitors – There’s a small however clear correlation between rankings and backlinks from pages with natural search visitors (supply).
  • Placement – Prominently positioned hyperlinks might move extra authority than others. The final rule of thumb is that the extra doubtless the person is to click on a hyperlink, the extra PageRank the hyperlink will move. So for instance, hyperlinks inside the primary copy of the textual content positioned excessive on the web page will move 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 examine, the correlation between anchor textual content and search rankings is weak.
  • Adopted vs. nofollowed – Nofollowed backlinks normally don’t affect the linked web page’s rankings.

Consider, although, that high-quality hyperlinks are arduous to get. As a rule, you’ll actually need to construct a robust case to get a web site to say your model, product, and so on.

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


Optimistic critiques can vastly improve demand in your services or products. But when your critiques may get you a high-quality backlink, these critiques might help you rank larger on the SERPs and generate further visitors.

To search for evaluation alternatives, you may analyze your rivals’ backlinks and attain out to the identical web sites.

Backlinks report results

You possibly can search for evaluation alternatives by filtering rivals’ backlinks with phrases usually utilized in critiques. Examples: greatest, evaluate, comparability, various, and so on.

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

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 normally be a number of the most authoritative backlinks you may get.

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

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

When you can present distinctive perception on an issue associated to your area of interest or for those who’re doing one thing newsworthy, there’s a likelihood a journalist will use you as a supply for his or her story. Consequently, 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 critiques, PR can occur “organically” with out your enter. Will these tales hyperlink to you as effectively? Yow will discover out by on the lookout for unlinked mentions after which attempting to show them into hyperlinks.  We’ve got a full information on tackling unlinked model mentions right here.

Visitor posts

Visitor posting is kind of a preferred phenomenon on the web. It most likely doesn’t want any type of introduction.

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

However when SEOs discuss visitor posts or visitor running a blog, there is just one aim 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 web optimization instrument that allows you to shortly filter by the outcomes. Right here’s a video exhibiting the method utilizing Ahrefs’ Content material Explorer.


Different ways

Hyperlink constructing is a broad subject with many ways and strategies. A few 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 rivals’ backlinks to copy their hyperlinks (e.g., from evaluation websites) and spot patterns within the varieties of backlinks.
  • Reclaiming misplaced hyperlinks.
  • Including hyperlinks to group websites.

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

4. Add inner hyperlinks

From an web optimization perspective, three issues occur while you hyperlink internally:

  1. You assist new pages get found by search engines like google and yahoo – Inner hyperlinks present a crawl path to focus on pages.
  2. You move hyperlink authority between your pages – This manner, you may enhance different pages you personal.
  3. You assist search engines like google and yahoo perceive what a web page is about – You want Google to grasp the that means of your content material if you wish to rank for related key phrases.

Due to the explanations above, you need to search alternatives to hyperlink each from your homepage and to your homepage.

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

Homepages are normally 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 system 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 option to hyperlink to your necessary content material is thru the footer of the web page. Nonetheless, based mostly on our information of how hyperlinks move authority, this system will move much less authority in comparison with Salesforce’s method.

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 on.) hyperlink to your homepage by web site navigation and even by a emblem, these hyperlinks already move web page authority to your homepage.

Nonetheless, for those who 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 move 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 primary content material the place it’s related. So for instance, as a substitute of simply mentioning your model or product inside a weblog submit, embody 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 frequent.


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

Is the homepage most necessary for web optimization?

Your homepage will doubtless have probably the most backlinks and would be the touchdown web page for many branded key phrases. Nonetheless, this doesn’t imply that your web optimization efforts must be restricted to this web page solely or that you have 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 wherever from just a few days to some weeks. Ensure 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 is no such thing as a definitive reply for this from an web optimization perspective. Give attention to matching search intent as a substitute and making your copy interesting to the reader.

Closing ideas

Homepages are usually uncared for in web optimization methods. They shouldn’t be. As you may see, they will rank for necessary key phrases and assist different pages rank on the identical time.

That mentioned, 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 received’t be capable of match search intent. This shouldn’t dissuade you from utilizing different phrases or phrases that, in your opinion, greatest describe your enterprise.
  2. Your providing is so complicated that attempting to make all of it about one subject will damage your enterprise. 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 web optimization perspective, the identical guidelines apply. And on this recreation, search intent continues to be king.

For instance, while you Google “pace take a look at,” you anticipate 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 “methods” you employ to rank right here; for those who don’t present a instrument for that, then recreation over.

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

Google SERP for "speed test"

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