Optimizing the canibalization

[mosaicpro]

My client has a website that ranks 1st on  ex: widget for website.com

The domain also has a section website.com/widgets   that ranks lower in the SERP

The question is... are there any on-page elements or tactics to improve that specific page without affecting the overall home page performance?

[AlanBleiweiss]

It's a balancing act that requires as much art as science.

It essentially requires building simultaneous strength to both home page and internal page, and there's no quick fix way to do it.

I like to think of it as running right up against the edge of "too much" focus on that internal page, without falling into the "oops too much" hole.

And sometimes that does happen, so then you just focus a bit more on the home page for a while.

Then there's the long-term reality - competitors taking actions you can't anticipate, algorithm changes...

Given that long-term reality, I prefer not to get too stuck, on that one task or goal.

[mosaicpro]

Great reply.

Would it be a better idea to leave home page as it's 1st place for the main keyword and target the sub-page longer keywords

ex: "keyword region" or some extensions worth targeting with a subpage.

[AlanBleiweiss]

That's a very serious consideration.  I wouldn't wander too far from the primary phrase, and would even consider leaving the primary phrase on that inner page then having two others on that page that are tightly focused and related.

Add some internal links to those additional phrases, work on some inbound links with those.  Just be sure you don't let that slip away and have the overall page's focus diluted away from the primary.