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It comes down to a lot of factors but the typical reason is because the homepage has the most inbound links which gives it the most authority. In order to rank an inner page over a homepage: 1. I would make sure that you have the inner page properly optimized (500+ words of content with a few mentions of the keyword phrase) 2. Make sure to inner link to the page within your site where it makes sense. A high number of inner links usually helps rank the page 3. Build some external links to that landing page as part of your overall link building campaign I hope that helps!