Link repositioning is a great tactic recommended by Ross Tavendale in his Weekly Wisdom on technical link building article . It’s not a tactic that gets talked about much, yet it can be used relatively easily and it boosts the effectiveness of your existing links.
Simply analyze the links pointing to your home page and make sure to reposition those that talk about the specifics of the products or services you offer. Identify those that would have been wiser to point to an internal page of your site rather than to the home page.
As Ross recommends:
What I would do is look at all the links pointing to my home page and analyze the content to see if there are any that are about our blue widgets.
They probably are.
I would reach out to these people who have written about my blue argentina phone number data widgets, and say, "Hey, you linked to my home page. Thanks so much! You're really great, but this is a bad user experience. People click through, they land on the home page, and they can't see what you wrote about my blue widget. So could we take them directly to this widget?"
And most of the time people are nice enough to update the link and point to the destination page.
This common cannibalization problem is seen for ecommerce stores: a single product page ranks for search terms related to its product line. When this happens because there is no subcategory for that line, fixing the problem is as simple as creating one. When there is no page that matches the intent, the “next best thing” ranks: so go ahead and create a page. You should see the problem disappear, as long as you have addressed that intent.
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