Search any competitive online niche in your city – personal injury law is a great example – and you’ll find that the top-ranking websites often have over 100 pages.
This is because the SEO people behind those sites understand that Google cares about topical relevance. If you create specialized content not just about helping with accidents as a lawyer, but standalone pages for bicycle accidents, boating accidents, dog bites, and other specific cases, it tells Google that you have greater expertise than someone who simply mentions these topics on one general service page. That can help you rank better.
Specialized content also creates a better user experience and makes it easier for visitors to browse your site, which can ultimately help conversions.
Leveraging Specialization for Quick Wins
The good news is that by creating unique, specialized content, you can also rank for those more specific pages – such as “dog bite injury lawyer” – before Google trusts your site enough to rank for the most competitive terms, such as “personal injury lawyer Miami.”
Specialization can also be geographic – targeting smaller nearby cities, neighborhoods, or other local areas.
Examples From Clients:
Here’s one example of a physical therapist in Miami who ranked at the top of Google for multiple smaller neighborhoods with my help after only a few weeks of SEO work, despite having no previous website history.
Specialization can also be based on services. Here’s a therapist in plantation that ranked at the top of the page in their county for a specific service after only a few weeks of work.
Over time, Google can rank your site for more and more competitive terms until you’re eventually ranking for the top term in your market.