Multi-trade sites fail when every service page tries to rank for the same intent

A roofing, plumbing, and HVAC company can share one domain without competing with itself. The mistake is building pages by service name only: /roof-repair, /roofing, /roof-installation all chase the same query and split signals. One page should own one primary intent, and every other page should support it with a clear angle.

Use this structure: • one core service page for the main commercial term • separate pages for distinct sub-services only when the job, pricing logic, or search intent is different • location pages only when you can add unique proof, service-area detail, and local references. If two pages would answer the same customer question, merge them.

Keep internal links directional. The homepage should point to each main service hub, and each hub should link down to related sub-services and relevant cities. Avoid linking every page to every page. That creates a blur, not authority. Use anchor text that matches intent, not keyword stuffing.

For multi-trade businesses, separate the offer by problem, not by word count. “Leak repair” and “pipe replacement” are different jobs; “best plumber” and “plumber near me” are not separate pages. If the page cannot help a user choose, it probably should not exist.

Build fewer pages, but make each one answer one search intent better than the rest.