I am currently managing an SEO campaign for a company whose industry is EXTREMELY competitive online In regards to SERPS. Prior to me coming on, the plan was to build dedicated pages for their keywords that they were trying to rank well on. They built all kinds of good copy and did some link building on these dedicated pages. The issue is, these pages do not rank very well on the keywords they were built for, BUT they rank well for the company homepage without any copy or link building. My plan of attack was to stop link building to these non ranking sub pages and start linking building with anchor text to the homepage instead, as well as take some content from these subpages and add that to the homepage. Furthermore, I want to do a 301 redirect from the not ranking sub pages and point them to the homepage to transfer any link juice they may have had. What do you guys think?
very difficult terms take very hard work to rank. more competition there is, more link building it will take and more time it will require for ranking. some of the difficult terms take as much as 6+ months of seo to rank. if you do 301 redirection from the inner pages, those pages will no longer exist. were the inner pages not created on purpose? if yo don't need the inner pages anymore, then you can do a 301 redirection but to rank the difficult term, you will still need to so some serious link building. without knowing what you exactly did, what the term is, and how long you have been doing seo, its hard to advice. but all good things come to those who have patience.
​Your idea sounds good to me... But I would certainly not agree on redirection part. Inner pages are equally important for a website and you can boost their ranking by deep linking. Since your homepage is ranking good, you have to make sure that your visitors can easily navigate through the home page to other important or goal oriented pages of the website. One tip, Do not go for excessive anchor text placement. And, all anchor text should take the visitor to the relevant landing page.
Well if I am going to move the keyword strategy from the inner page to the homepage what is their point in trying to "boost their ranking by deep linking"?