SEO these days is as straightforward as it is convoluted. You can devote days to the task of streamlining your SEO to rank high on the Search Engine Results Page (SERP), only to find three months later the game has changed and you need to get back to work, refining and tweaking.
Professional service firms and many companies offering multiple services face the challenge of positioning dilution.
Ultimately the customers perception of strength and depth becomes diluted by the breadth of the service offerings. Competitors focusing on a particular service can appear stronger and more specialised to purpose.