Warning, this is going to be a rant against Zombie pages – the living dead that creep into the websites of local businesses, infecting them with ugly, boring, lifeless content that is going to have a very hard time ranking for anything. You’ve seen them. You know them all too well. Wherever you find them, they must be killed and buried once and for all.Why Zombies?
The most unfortunate thing about Zombie pages is that they that live in the top level navigation of their websites as either Product or Service pages. There’s nothing unique or interesting about the content on them – either to the Search Engines or to human visitors. Anyone landing on them is just as likely to bounce away as they are to click on one of the links, especially since little effort is made to encourage further movement around the site. The creators of these sites have essentially placed an unappealing blockade between their site visitors and the content that lies beyond these Zombie pages.
Meanwhile, because of the way web authority is distributed via site structure and internal linking, these pages have some of the strongest native ranking potential on their respective websites. But [...]