Why none of the services subpages are displaying in SERPs

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Brenda Malone: All of those pages are indexed, but Google is not ranking them very high. The content looks pretty thin, other sites have better content, more backlink, maybe even a better linking structure, maybe better schema. This is the age-old question -- why a page is ranking and if not, how to improve it.
  
  Insurance, generally is a YMYL (your money or your life) site and Google really wants good signs of authority and expertise when ranking these pages. This is an ULTRA ULTRA competitive niche.
  
  
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  Jade N Sherry: Brenda Malone thanks for the response. The content is thin, and I`m trying to get the client to add more. I`m not sure how else to improve SEO so that the subpages display instead of the home page in SERPs, which is why I`m asking. I`m not too sure about how much help more backlinks would be, and it`ll be more difficult to get more backlinks to such specific subpages. Advice for better schema? https://search.google.com/structured.../testing-tool/u/0/...
  
  SEARCH.GOOGLE.COMStructured Data Testing ToolStructured Data Testing Tool
  
  
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  Richard Hearne: Ask yourself why your would Google rank your page above the countless others that surely match your query.
  
  Insurance is a huge vertical online, and you`re competing with massive online players. The investment needed to get returns in this vertical is significant. How much do you think the big players are spending on their websites, content, promotion etc.?
  
  TBPH for this niche you`re unlikely to get anywhere with a DIY approach. You need to bring in professionals if you want to get results.
  
  
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  Jade N Sherry: Richard Hearne thanks for the response, although unhelpful. I`m in the Maps 3-pack and in the first page on my targeted keywords. The question I have that you didn`t answer is how to get the services subpages to rank instead of it displaying the homepage. Do you have an on-topic and helpful response? Please help instead of a sales pitch or referring someone else.
  
  
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  Cathy Gray: You’re in the maps so that’s good. Webpages are thin and you have stock photos. I’d get rid of your web design company for the above reason. To me the website itself doesn’t appear original except for the about page.
  
  You’re in a small town in GA and there really isn’t anything on your site that says that besides an address. What’s the pop there 200, lol I just know it’s small, it’ll be harder to rank locally bc your competing with national brands, but no one is focused on local there either m. Go for more specific car insurance for example because of the other comments.
  
  
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  Jade N Sherry: The webpages being thin is a factor I`m working on with the client. How would you source the photos if the client doesn`t provide them? You`d just go out with a camera and take them yourself? Would you charge for sourcing custom photos? How would you advise making it "appear more original"? Regarding your statement that there isn`t anything besides an address, I have the city and state multiple times on each page including in different heading tags, and I don`t want to over-saturate those keywords. Do you have advise for adding more besides those repeated keywords to accomplish what you`re addressing?
  
  
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  Cathy Gray: Jade N Sherry on the page provided, not seeing the city, state placed like you’re saying. HP yes, but not the one referenced in the post.
  
  As far as pics, how to source and charge, can’t tell you how to get them, that’s on you.
  
  
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  Jade N Sherry: Thanks for pointing out the lack of city and state on this page. I`ll incorporate it a couple more times. So, you don`t use stock photos at all? Thanks!
  
  
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  Rob van Laere: Your warehouse has no content. Start building pages with user friendly informing content about insurance and risk management. Link to your money sites and see how your results rise
  
  
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  Jade N Sherry: Rob van Laere thanks. I`m trying to work with the client to get more content.
  
  
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  Jade N Sherry: So, noone sees an objective or actionable reason why the homepage is displayed on SERPs instead of the services subpages, besides that they need more content and more references to city and state (and maybe swap out stock photos)?