There seem to be a variety of dividend strategies. Take a look and these ETFs: (And before going too far, if you mention to someone that you bought a dividend stock/EFT, a common reaction is something like "oh, you're just going for yield, aren't you..." Well, that may be, but it may also not be that simple.)
VIG -- Offers exposure to dividend paying large-cap companies that exhibit
growth characteristics within the U.S. equity market.
VYM -- High Dividend Yield Index ETF. VYM is linked to an index consisting of roughly 440 holdings and exposure is tilted most heavily towards consumer, energy, and industrials. Securities are chosen for inclusion in the fund based on their current yield; only the highest yielding companies are chosen. ...offers exposure to dividend paying large-cap companies that exhibit
value characteristics within the U.S. equity market.
SCHD -- US Dividend Equity ETF. The underlying index methodology requires a long
track record of distributions, meaning that this product is unlikely to include small, speculative firms that are offering an attractive distribution yield because their stock price has been depressed. The methodology also considers
multiple metrics, including dividend growth and dividend yield, resulting in a portfolio that should offer a substantial upgrade in payout compared to the broader market.
SPHD -- S&P 500® High Dividend Low Volatility. The Invesco S&P 500 High Dividend Low Volatility ETF (SPHD) tracks an index that tries to pick those S&P 500 stocks that deliver the
highest dividends with the
least turbulence.
Next, use
https://www.etfrc.com/funds/overlap.php to see how these might overlap. Sure, that must be the case, since they're all dividend funds, right...?
VIG & SPHD: 1% overlap (looking only at the venn diagrams, also note the other data)
VIG & SCHD: 18% overlap
VIG & VYM: 49% overlap
SCHD & VYM: 29% overlap
SCHD & SPHD: 18% overlap
VYM & SPHD: 23% overlap
That's quite a spread of overlap percentages, and to me, it is striking how the two vanguard funds--one supposedly oriented toward growth, the other value--overlap so much. I would have expected/guessed less.
OTOH, 1% overlap is almost nothing, esp. when the two are both pursuing some kind of dividend strategy.
My point is (tho I doubt there are 31 flavors) that there are a variety of dividend strategies (reasons to include/exclude certain stocks, or categories of stocks). There are actually some choices for the investor to make, and if you pursued each fund description, there is more about how each one determines its holdings. While someone might say, "oh, that's just a dividend fund," VIG and SPHD are actually pretty different things. (and VIG/VYM does puzzle me!)
I recently bought a dividend stock, BBL. Or that's what someone thought when I mentioned it. But it's also a materials/metals/(non-oil) commodities bet, one of the largest mining companies in the world. Sure, 5% yield, so that was part of the consideration (its yield is inconsistent, so far from 'comfortable'). But there were other reasons, too--its biz is unlike anything else I hold (diversifying), it may be "time" for materials to shine (economic cycle/trends), and so on.