Let me present to you a number of scenarios:
1: On a Google search for your brand name, one of your blog posts that happens to mention your brand more than normal is the number one search result, followed by your FAQ. Your homepage only comes in at number three.
2: On a Google search for your brand name, the number one result is an old and out of date version of your homepage. The real homepage is not present, or is ranked lower on the page.
3: On a Google search for one of your primary keywords, an older guide from 2014 is showing up higher ranked than a newer guide, with more detail and better information, published in 2017.
4: On a Google search for a keyword where your content ranks highly, you’re seeing entries in the search results for pages that are system pages created for images, in addition to the pages where those images are hosted.
All three of these are examples of times where Google is indexing your site in some way improperly. Your better content should be rising to the top. Your homepage should rank higher than sub-pages for your brand name. Your images shouldn’t have dedicated pages of their own.
There are, frankly, a ton of different reasons why Google might be ranking th…