How do I get Google to rank the right page?

[GlobalLingo]

My site ranks #1 for Arabic Interpreting on Google UK. This great, but it's ranking my home page rather than the my specific Arabic Interpreting page.

The home page shouldn't really rank for this term as it has very little connection with this exact term. This means that while the site ranks great, the conversion is pretty much zero.

How can I get Google to rank the page I've optimised for this term? I know the ranking will no doubt slip but may the conversions will be better.

Can you help please?

[crazyjayd]

You would have to target backlinks more towards your specific page. While doing that, I would focus on your home page to help increase conversions. Maybe put a quick form on there, or a easy way to get to your specific page.

Jay

[deltasystems]

Are you able to change any of the current links with pertinent keywords to the inner page? That's a good first step. The real solution would  be link building to the inner page for relevant keywords. Adding a couple more links from the homepage to the inner page would also help if done correctly.

As a quick fix, you can do two things. The most logical would be to show a flyout advertisement-like block that links to the inner page from the homepage. This will make sure anyone looking for Arabic interpreting will at least be able to get converted in the mean time. The alternative would be to get referrer data and automatically redirect, assuming referrer data is available (it may not be, in the majority of cases).

[Marcus_Miller]

Hey Richard

I get this page on Google UK for that term:

http://arabtrans.com/interpretation.html

Guessing that is not you so a link may help but the quick and dirty answer is.

1. Make your Arabic Interpreting Page more relevant for that term (internal anchors + on page)

2. Make your homepage less relevant for that term

Then, yep, do a bit of guest posting, quality blog commenting or some such and build some relevance for that page.

That said, I am seeing different results to you so have you tried this query in an incognito search window or some such as you may be seeing personalised results.

Let me know how you get on and will try to feed back more.

Marcus

[RobertFisher]

Richard,

There is some good advice here and I would add a suggestion. Look at your meta description for each page. If you were searching for Arabic interpreting and both were there as the only choices, which would you choose?

If, more people click through to your site based on a good meta description, i believe you will see an increase in ranking for that page. Remember, if the meta description sends them there, they need to find similar on the page or they will bounce.

Also, I looked at US search and then UK and find that Arabic interpreting is searched less than interpretation which is less than interpreters. Also, it seems that translation, translating, etc are used more than interpret. You may know this already and have a plan for ranking on those as well, but something you might try is to use  "... for Arabic interpreting/translating here in the ...."  in your meta desc.

Be interesting to see affect.

Best,

[GlobalLingo]

Thanks for the great answers. My problem is that my home page http://www.global-lingo.com/ has no reference to Arabic Interpreting at all. My Arabic Interpreting page http://www.global-lingo.com/interpreting-services/arabic-language-interpreted according to SEOMoz's own tools is nearly perfectly optimised for the term I want to rank for. Unless I'm missing something really obvious.

I guess my best option is to build back links to the page in the vague hope that Google changes it's mind. As you can see from my site I'm trying to rank with targeted pages for a whole host of Translation and interpreting terms. Some work really well and other not so. Any advice would be appreciated.