Destination URL in SERPs keeps changing and I can't work out why.. Help.

[robertrRSwalters]

I am befuddled as to why our destination URL in SERPs keeps changing

oak furniture was nicely returning

http://www.thefurnituremarket.co.uk/oakfurniture.asp

then I changed something yesterday I did 2 things.

1. published a link to that on facebook as part of a competition.

2. redirected dynamic pages to the static URL for oak furniture..

Now for oak furniture the SERPs in GG UK is returning our home page as the most relevant landing page..

Any Idea why?

I'm leaning to an onpage issue than posting on FB..

Thoughts?

[firstconversion]

You have changed something and now google is responding - they often test different landing pages. I find this a lot with newly launched sites, Google will run through a number of possible landing pages for queries over a few weeks before it settles on one

To get it to pick the one you want:

1. Work hard to build links to the page you want, internal and external
2. Try eliminate duplicate content - not exact duplicate content, but content that talks about the same thing - I mostly do 1 keyword for 1 page and make sure that no other page cannibalizes its keyword
3. build out your oak furniture page - make it substantially more about oak furniture than any other page on your site

[firstconversion]

and take "oak furniture" out of your homepage heading and meta description

[robertrRSwalters]

our oakfurniture.asp page is around 6 months old now and has been indexing for "oak furniture " for the last 3...

now

we only have a fraction of the oak furniture content on our home page. thats on our oak furniture.asp page.

We did have a dynamic catergory page that I did a 301 yesterday to point the static page with the theory it would bolster its internal linking profile.

also I did this because I dont think our CMS cat page was very visually appealing and there was way too much content below the fold.

we do suffer a lot with pagination due to the dynamic URLs we have with this CMS.. on the whole the onpage improvements I have implemented has lead to pleasing amounts of pages being indexed.So I figure google can work around our onpage limitations thanks to webmaster tools etc and index our content.

Our on page is far from perfect though. I have been link building towards a number of inner pages and this page in particular being our flag ship.

I havent done anything silly with it as far am I am aware I just do link building as and when I have time.

Does this clarify anything?

[seoninja20]

Agreed. It's even the very first keyword phrase:

<title>Oak Furniture | French Furniture | Mirrored Furniture | Coffee Tabletitle>

[seoninja20]

You can also redo your navigation menus in text/css styles as well.

[robertrRSwalters]

I originally turned them into image links because we were getting reports of link canibalisation and whilst our new static link pages bedded in and started building their own link profiles I felt it best to put a stop to this.

In other words I still wanted to the homepage to rank whilst the sub pages authority increased. I think we are at a point now where we flip back to text links.

[seoninja20]

I'm at the same point with an ecommerce. I targeted a select amount of keywords too hard at the start. Now I'm looking at the past years ecommerce conversion keywords and fine tuning all my product pages to better rank them.