Different URL (not homepage) showing up for main keyword

[iescape]

Hello,

When we search for 'boutique hotels' the following URL appears on first page in Google UK:

https://www.i-escape.com/united-kingdom/boutique-hotels 

While we're pleased to be ranking on first page, I was wondering why it hasn't picked up our homepage, as it has for our competitors. Does this simply mean Google deems this page more worthy of first page SERPs?

Thanks again for your help Moz community!

[seanginnaw]

Hey there,

It looks like the 'Boutique Hotels' page has been optimized for the term 'boutique hotels' more effectively than the homepage. Google takes into account a whole bunch of figures when determining the best page on your domain to rank for a particular term. You might find that users stay on site/convert more often when they enter the site on that page - Google might have picked up on that and chosen to serve this page as the best entry point for that journey.

I hope this helps,

Sean