I am using Surfer SEO to help create content on pages that I’m trying to rank higher on. On SERP Analyzer, when I put search term as, “Chicago Criminal Lawyer, ” the URL’ s that rank highest are my competitor’s Home pages rather than their practice area pages. I have been trying to rank my practice area page with that term and not necessarily my home page.
Bottom line question: If my local competition’s home pages are ranking for the keywords I’m gunning for, should I just try optimizing my home page for those keywords instead of trying to rank inner pages? Can I ever win the battle to rank inner pages over someone’s homepage in a very competitive market with a very competitive keyword?!?