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both types of pages are ranking because google shows different types of results based on user context. if a user is in middle of the funnel, google would show listicles first/more often if a user is in bottom of the funnel, google would show product homepages first/more often I think you should go ahead and create the listicle on the same keyword and make it much more detailed than your homepage. Then on this listicle page, create outlinks to your homepage to increase its authority and generate natural backlinks to product page, so you don't lose out on any traffic. The idea is to get both types of users (mof, bof) and get them to explore the product eventually. This would help you do the same. Google will not de-rank any page as long as it doesn't house duplicate content and as long as it is relevant to the keyword, no matter if you have multiple pages on the same keyword. Ofcourse you should have a reason to do so, which you have in this case. Good luck!

Thanks for a detailed view @Aniruddh Jain. This helps clear things. 👍

@Manvi Agarwal I'd recommend not fear cannibalising SEO traffic from the homepage to the new listicles (blog) page. The Google algorithm is focused on improving the quality of SERP results it generates for a query. It takes into account the user's context, intent to show different results to users. IMO, having a listicle will cater to users not likely to find the homepage that useful. My recommendation is to create the listicle and measure the traffic on these pages.

As Anirudh rightly said you have a reason to do so, so go ahead. Also official Google stand favours you as well... As long as it is user oriented and fits the context, you wouldn't lose rankings. However, future algorithm updates is always a risk for any seo strategy, keep that in mind 😃

Thanks for sharing @Saheen this looks good and is helpful.

@Manvi Agarwal Hi Manvi, I hope you are doing well. Here are some of my thoughts for your confusion: A) Understand the exact user intent, user journey, and user expectations for those target queries Does the target query say the user is looking for multiple options or the user is looking for a service? 1.1 How many articles with landing page intent are ranking and where they are ranking in the top 10 1.2 How many articles with listicle intent are ranking and where they are ranking in the top 10 1.3 In the last 6 months what are the articles ranking in the top 5 (understand if there are any fluctuations or if the same articles are ranking in the top 5) 1.4 Check what features google is showing for those target queries Based on the above analysis, if you find the dominant intent is a listicle, then create a listicle article for those queries. If the dominant intent is landing page intent, then create landing page intent accordingly. Also, if the website home page or landing page is ranking in top positions for some target keywords (whose intent is mixed) and giving good conversions, don't delete/redirect/deindex. You can create a listicle article and an internal link to the respective landing page/home page and let google decide for what queries those landing pages/listicles are more relevant. B) you won't lose ranking for both pages, google will understand what the content is about, and based on the relevancy, it will rank them to certain queries. either you may face indentation or one of them would rank better based on how the page satisfies the user intent and user expectation. C) If you identify that the intent is shifting to listicles, create a listicles and then an internal link to respective landing page/home page.