what gets a higher CTR - internal page or homepage?

[kads]

This is for organic listings.

My question is: In search engines, what generally is more appealing for users to click on, so that a higher CTR is achieved? - a homepage of the site ranked in SE's or an internal page? (assuming the same ranking position and that all other factors remain the same)

Is it better for me to get an internal page ranked very high in SE's or the homepage? That is my question.

I want to rank high for a keyword/phrase that has about 50k searches per month, but Im not sure whether I should target the homepage (which has yet to be optimised for many keywords and covers lots of topics) or whether I should use an internal page for that. The competitors in the market are all listing their homepage at the moment, but I'm not sure what the effective strategy would be.

Does anyone have any advice here?


Thanks in advance

P.S - My online business has been around for about 2 years, so I know the basics of SEO - just looking for some expert advice here to make sure I make the right decision.

[MightyMoo]

It depends on what you're trying to achieve and how many products you have. I sell products online too and I normally try to get the internal pages ranked high. Less clicks for the customer and less time to lose them searching around on the site.
I use my home page as a backup while the new products are still ranking and to catch any visitors that somehow could not get to the right product straight away, either due to incorrect keywords entered or my page not having the right keywords on.

If you only have a handful of products then as long as you have good pointers on your home page you can possibly build more trust by having them hit the index page first. You can also help them decide which product is best for them and direct them to the product page.