RULE: Every vertical page carries substantively vertical-specific content (case studies, regulations, vocabulary). Generic content gets folded.

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:

• At least one case study with a named customer in that vertical
• Vertical-specific vocabulary and terminology in headings and body
• Regulations / standards / certifications relevant to that vertical (where applicable)
• Service variation specifics (different SKUs, different OEM approvals, different delivery cadences)

If 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.

Why: John Mueller (Mueller on near-duplicate vertical/location pages: fold them into one stronger page unless each has something unique): 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: What makes a marketing site do something (piece on brochure vs platform) compounding-vs-decaying argument applies: a thin vertical page doesn't compound.

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.