Google claims to be good at understanding what content is about. That’s not entirely true — especially when there aren’t dedicated pages for each vertical in search. Aaron reviews Senzum.com and gives advice for those who feel they’re new to SEO.
Senzum.com offers a number of services, such as Case Management and Customer Service, and these services are presented to some extent on the site. However, it quickly becomes clear that the services lack their own dedicated pages, which creates problems for Google. To be visible for searches like “Case Management,” you need a unique and specific page on your site that is focused solely on that topic.
In some search results with much lower competition, it may be possible to show up with pages that cover a bit of everything. But generally speaking, if there’s economic value in appearing in a specific search vertical, then your competitors have already built landing pages for those terms. You’ll need to do the same.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.