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Video of Home Pages: Introduction - 10-hour ecommerce SEO course in SEO Fundamentals course by Traian Neacsu channel, video No. 18 free certified online
Of all the pages on a website, home pages usually have the highest authority, because of the way PageRank flows and because most of the backlinks point to it. I said usually because in some cases other pages can beat the home page in terms of authority. For example, if the internal linking architecture is broken, or if another page receives more external links, then the home page might not be deemed the most important page by search engines.
Every department, including marketing, merchandising, information architecture, SEO, UX, and even the executives, wants a piece of the home page. Hence, home pages are often cluttered with content and links to tens or even hundreds of categories, calls to action, marketing banners, and so on. This makes home pages unfriendly for users and search engines.