Question: I have taken several online classes of yours and wonder if you can offer an opinion on something for me. I am managing development of a new website for a client of mine, who is a cleaning products manufacturer. The website will have a primary navigation button called Industries, which will either drop down or filter to the various industries they serve such as automotive, food service, healthcare, etc.
We have 10 or 11 vertical industries. My question is regarding SEO for cleaning products for these industries. The developer wants to have just one long page on the website for ALL of the industries (a paragraph or two for each) with his reasoning being that the site will load faster than individual pages for each of the industries. I had thought individual pages would be better for SEO purposes, so we an optimize on each of the various industries. The developer believes the SEO impact will be the same either way.
Do you have an opinion and would you mind sharing your insight? I appreciate it!
Answer: Oh my God! Absolutely positively DO NOT MIX content. Single focused, highly focused content is MUCH MUCH MUCH MUCH better for Google. It just burns my blood when developers are lazy, like this, and want to create ONE GIGANTIC page with multi-keyword content vs. individually focused, tight pages. Go to geico.com, and show him/her all the focused landing pages. Then try searches such as ‘Online Motorcycle Insurance’ and see the results.
One source of confusion: The HOME PAGE. It is, on the one hand, the most powerful page of the website, and on the other can’t be laser focused. So you do have to mix / match content on the home page. It is one of the trade offs of good SEO.
Aside from the home page, however, mixing unrelated content is a HUGE no-no, a terrible thing to do. Do some searches and you will see that the focused pages dominate the non-focused pages, with the exception of the home page (which is the exception that proves the rule).
What annoys me to no end is that developer ‘experts’ spout off on these topics without actually doing REAL searches and looking at REAL results. In science, they go out and do experiments, but somehow in SEO people that having an opinion is sufficient, sadly. So categorically and emphatically: many focused pages will crush one huge page. No contest.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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