The role of the home page

You may be forgiven for thinking that optimizing our most competitive keyword on the home page would lead to the best results. However, when we take into account the relevance of our home page, does it really match our keyword? The answer is usually that it doesn't.

In most cases, the home page should be used exclusively as a platform for building our brand identity. Our brand identity is the face of our business and is how customers will remember us long after they've purchased our goods and exited our website.

Note

In rare cases, we could optimize keywords on our home page that directly match our brand; for example, if our company name is "Wooden Furniture Co.", it might be acceptable to optimize for "Wooden Furniture" ...

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