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Importance of having a product for sale on page?

Hello all,

I work in marketing for a tech company and have been trying to diagnose why our rankings for our primary key phrase have been dropping over the last couple of years. Our company specializes in a niche product. The companies that outrank us all sell a broader range of products, but their internal pages for the more niche product variants, that compete with ours, are the ones that rank. The page that is ranking for us is our home page, as our company sells only the more niche products. Hope that makes sense.

The common thread with all of the sites that outrank us seems to be that they each have products for sale *on the page that ranks*. Additionally, they're also ranking for internal pages, whereas we are ranking our home page. I'm looking for suggestions on how to address this.

On one hand, the answer seems simple - just build an internal page with products for sale to compete. We did that, and it had no effect, and the page doesn't rank. I suppose this makes sense as we have 20 years of backlinks pointing to the home page.

The other solution would be to place products on our home page. This would be challenging as we have hundreds of product variants and picking a few to display would be kind of arbitrary, and destroy the aesthetic of our home page.

What would you say is our best path forward here? The keyword difficulty is '5-Low' according to Ahrefs, but we're steadily losing rank and need to act on this.

submitted by /u/dope-rhymes
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from Search Engine Optimization: The Latest SEO News https://ift.tt/2FngmYQ
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