Seems since around 6-8 months ago ranking deep pages is easier than home page(unless you have EMD, or similar). Searching for competitive KWs brings lots of results with brand1.com/keyword_variation brand2.com/keyword-variation.html brand3.com/particial-keyword Anybody have the same experience? In one of the niches we are working one of our competition has 2 top positions: 1st: brandname.com/pages/about-particial-key-word , Title : All About Authentic Particial Keyword 2nd:brandname.com, Title : Brand Name - Buy Particial Keyword Online Both pages have similar onpage, word count, LSI, etc. Home Page have 30 times more links, still google thinks that deep page is more relevant. We have one site in small niche with pretty much one big KW, and we optimized home page(brandname.com) and build majority of links to it. Still getting outranked by lots of deep pages... Seems like we should build deep page brand.com/key-word? We still have lots of home pages ranking top spots in other niches, but only if it's key-word variation.