{"id":210,"slug":"rule-vertical-pages-need-substantive-content","title":"RULE: Every vertical page carries substantively vertical-specific content (case studies, regulations, vocabulary). Generic content gets folded.","kind":"rule","scope":"business","status":"current","audiences":["claude-code","candid-team"],"topics":["seo-content","agency-methodology","information-architecture"],"reference_body":"**Rule:** Every vertical page on a Candid client site must contain **substantively vertical-specific content** — not just the vertical name swapped into a generic template. Required content per vertical:\n\n- At least one case study with a named customer in that vertical\n- Vertical-specific vocabulary and terminology in headings and body\n- Regulations / standards / certifications relevant to that vertical (where applicable)\n- Service variation specifics (different SKUs, different OEM approvals, different delivery cadences)\n\nIf a vertical can't carry one of these, **don't publish a vertical page** for it. Roll it into the next-closest vertical or into the services hub.\n\n**Why:** John Mueller ([[mueller-fold-near-duplicate-pages]]): near-duplicate pages get folded into one \"stronger\" page; only one ranks. Generic vertical pages with only the vertical name swapped are exactly this failure mode — they read as doorway pages to Google, are folded out of the index, and produce zero ranking lift while consuming content-team time. The [[research-brief-marketing-sites-that-do-something]] compounding-vs-decaying argument applies: a thin vertical page doesn't compound.\n\n**How to apply:** During the IA planning phase, audit each proposed vertical against the four content types above. If a vertical has <2 of the four, defer that vertical until enough content exists. Better four substantive vertical pages than ten thin ones.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"mueller-fold-near-duplicate-pages","title":"Mueller on near-duplicate vertical/location pages: fold them into one stronger page unless each has something unique","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"mueller-no-penalty-duplicate-local-content","title":"John Mueller: Google does NOT penalize duplicate content for localized websites — it consolidates","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"research-brief-marketing-sites-that-do-something","title":"Research brief: What makes a marketing site do something (piece on brochure vs platform)","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-ia-multi-vertical-service-business","title":"Research brief: Information architecture for service businesses with multiple verticals (piece 6 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T19:40:49.149Z","updated_at":"2026-05-22T19:40:49.149Z"}