Wrong Page is Ranking

[TrinShin]

My client is an Ecommerce reseller of a few major scooter brands. We currently rank fifth for a particular brand name but our main brand page isn't the one that ranks. Instead, it's a product page.

The main brand page has an A rating from Moz for the desired keyword phrases. Neither page has any backlinks. Any ideas on why our main brand page would be outranked by a product page? What could we do to change this?

[Ryan-Bradley]

Hi Matthew,

There's a couple ways to get the ball rolling on your brand page ranking rather than your product page.

The best way to change this is to market your brand name page on the web.  Here's a few suggestions:

Onsite changes:

1.  Have breadcrumbs enabled.  This gives your brand page a link on every single product page associated with that brand name with the appropriate anchor text.

2.  If you have a blog, link to that page whenever that brand is mentioned in a post.  This gives the page some more pagerank and anchor text occurrences with that particular brand name.

3. Link to brand name page throughout site where appropriate in a non-spammy way (ex. navigation, footer navigation, category pages, etc.)

Offsite changes:

1. Increase your incoming links to that particular page.  Reach out friendly and relevant sites/blogs and try to have them list your page as a reference for a retailer of that brand name.

2. Increase your social engagement to that page.  Research and reach out to people talking about that brand on social media using your moz tools.  You can connect with people who have used those products and have them visit your page, and webmasters who visit your page may link to it as well.

[BlueprintMarketing]

Yes this is not a bad thing your talking about ranking for a keyword that is the same & the name of one of your  product's? The page ranking the highest for this is your "product page"

"brand page has an A rating from Moz for the desired keyword phrases. Neither page has any backlinks. "

If Neither page has any backlinks as you said so your home & product page have no back links.

Then good gob writing about your product as you have more relevant info about the scooter product on the product page then your home page.

When you get links your home page will get more then any other page this is normal then you will see things change.

Hope this was of help,

Thomas

[MoosaHemani]

When you work with an ecommerce website with thousands of pages, this is common! I would simply advice you to check and fix 2 to 3 things and wait for the next crawl for the magic to happen!

1. Double check the On-Page SEO of the desired page and see if there is anything important that is missing and letting the product page to rank over main brand’s page.
2. Try to build some quick authority links to the main brand’s page... some time the wrong page can rank because of better links coming to that page instead of the desired one!
3. Market the desired page socially because if the product page is active socially then chances are it will rank better the then page you are trying to rank that have less social interaction!
4. Try to pass some link from the ranked page to the desired page and this will signal Google that the main brad’s page is more important because the page that is already ranking is itself linking back to the brand’s page.

Hope this helps!

[BlueprintMarketing]

Moosa,

is right your product page might have better social sharing or CTR on your product page you will rank higher then your brand’s page

You will want to be sure your brand’s page has good relevant content at least 2000 works of content regarding the brand and information users will want when looking for a scooter of that brand

Think your product page must have a lot of good scooter info.

I use scribe http://scribecontent.com/

For writing pages & link building

Info on Scribe

http://www.copyblogger.com/scribe-4/

Check your own links use

http://www.opensiteexplorer.org/

To check the pages this will tell you the links your own sites links count as well.

Then check the rank using Moz rank tracker

https://moz.com/researchtools/rank-tracker

if you want you can use

http://authoritylabs.com/ or http://SERPS.com as well to get the true rank google will give you a rank made just for you.

Hope this was of help,

Thomas