I’m launching a new single product ecommerce site next month, and for the past 9 months I’ve have been building a decent amount of links to the current “coming soon” page, on the root domain (i.e. home page) using the main product keyword. This is all very well, and I’m ranking pretty well for the main keyword I need to rank for. However, when the site launches, I will have to make a decision about whether or not to continue building these links to the home page or to start building links pointing at the main product page instead. Either way, I’m going to end up with two pages that are pretty much both competing for the same keyword.
Is it common for this sort of situation, where the homepage of a site ends up competing with another page which should really be the one ranking for a specific keyword? And how do people generally deal with this?
I’m assuming that the conversion rate will be higher if people are taken straight to the product page from google instead of the home page, which is why I’d prefer to have the product page optimised for the main keyword - but the homepage is already ranking high (hovering between #1 and #3 in the rankings) for this keyword.
Any help is most appreciated.