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Here is what I do.... For an ecommerce product I decide what words people are going to use when searching for it.  These might be brand names but often they are descriptive generic terms.  I might use wordtracker or a similar service to look at the volume.  I then write an original product description of very generous length describing many features using natural language. That's it.  I write to what I believe people are looking for and don't allow competitive volumes to scare me away.  Don't fear competition because where there is competition there is also (usually) a lot of traffic and where there is a lot of traffic there is (usually) a nice amount of money changing hands. I do the direct frontal attack because I know that most of the chickens are outsmarting themselves by attacking tiny money on phrases obscurus.  That's what the expert SEOs tell them to do.  When writing informative content I do the same thing as described above.  I decide how people are searching for it and write very generous content, attempting to make my document one of the very best on the web for that topic. If you are a reasonably smart ambitious person don't fear competition - bet on yourself.   If you are lazy or not so smart then I suggest getting a job somewhere else.  You probably will not earn a good living in a highly competitive industry.

I am not positive I understand the question - so let me repeat what I think you are asking: You want to remove links from your homepage that link to inner pages of your site, and move these to another page on your site - I am assuming the intent is to create a kind of "resource" list of links? Because you are just moving the links themselves and not moving them around in the site hierarchy - the URL is staying the same.  Right? If I am understanding correctly, then the answer is...it depends Do the pages that you are moving have a lot of authority because there are a good amount of backlinks to those specific pages, or do they have a lot of authority because of their proximity to the homepage (1 click away). I suggest running each page you are considering moving through Open Site Explorer and checking the incoming links and # of linking domains. If it is the latter, then these should continue to rank well, but over time may begin to degrade in authority as they are now more clicks away from the homepage, and the PR of those will now spread to deeper pages of the site. If it is the first, then there shouldn't be much of an issue, though you still may see a slight degradation over time because they are not as close to the homepage. Overall, you shouldn't see too much of a loss.  You can try to mitigate any losses by building quality links to these pages directly.