Why it matters on an HVAC site
A contractor site with 400 location pages and 6 service pages has breadth in the dimension that matters least. It has said "we do this in many places" and has barely said what the thing is.
The useful version is boring: for each service you sell, does the site cover the questions a buyer actually asks, are those pages linked to each other, and does the set hold together as a body of work.
How to check it yourself
- Inventory the subject: list the queries and subtopics that exist, then mark which the site covers and which it does not.
- Count internal links between the related pages. Coverage without connection is a pile of pages.
- Compare against the sites that actually rank for the head term, matched by publisher type so you are comparing like with like.
Worked through in numbers
A contractor sells heat pump installation and has one page about it, plus 34 location pages that mention it.
An inventory of the subject produced 23 distinct questions with real search behind them. The site covered 4. The three competitors ranking for the head term covered 14, 17 and 19, each with the supporting pages linked to a single main page.
Eleven supporting pages were written over five months and linked to the main page and to each other. The main page moved from position 22 to 7. No new location pages were added, and the 34 existing ones were not the lever.
Where this sits in the rankings
Scored under Content. Covering a subject properly, measured as structure rather than claimed as a score.