This is the one that counts
All other things being equal, when it comes to ranking on most
engines, a home page will rank above a secondary page. In other
words, if two web pages score the same on a keyword, yet one is
http://www.yourdomain.com/,
and the other is http://www.yourdomain.com/products.htm,
the first one will almost always win the top position.
This can hurt you if your company sells many products, or has many
themes. After all, if your company sells all sorts of sporting goods,
and you re competing with a company that specializes in just baseball
equipment, your competitor can afford to dedicate for space on his
home page to baseball equipment than you can, so the cards are stacked
in his favor.
If you have the time and the will, you may consider having separate
web sites for each product category or theme. This can help you
overcome the problem noted above, and it can also help you with
link popularity. The drawback is that you may no longer have a homogenous
web site. Unfortunately, you cannot have your cake and eat it too.
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