In Search Engine Marketing, is it better to separate resource topics on different pages or keep all your resources on the same page?
There's the argument that one topic will have it's own attractive keywords to use for that topic. Maybe zoning in on specific topics can get people to link to that resource and get higher ranking on search engines.
But can't you just use Headers for each topic... making sure those headlines <H1> tags have the right keywords you want to target?
What's your vote?
Good Answers (5)
Ian S.
Online Marketing Manager at eSpatial
Best Answers in: Web Development (4), Internet Marketing (1), Business Development (1), Search Marketing (1), Software Development (1)
Separating content into unique areas (directories & files) is by far the better option with regards SEO and SEM.
SEM is all about targeting the user. The most efficient form of SEM uses a fine tuned process that uses a targeted medium (paid advertising, email marketing, printed media etc) to direct users to the desired content. For this reason the more targeted the content is on the page, the better it is for the user to see the value in what it is you are offering, without having to sieve through less relevant content.
SEO is all about targeting search spiders and SERPS (Search Engine Results Pages). Spiders are a bit like super (but in some ways stupid) users. They do their best to filtrate your content in order to summarise what you content is all about. Site structure, file names and Title tags play a big part in this.
Lets just say your site sells tennis shoes, tennis balls and tennis rackets. Here is a real world scenario…
Content on one page…
SEO (through the spiders eyes):
- Your URL might be www.LinkedIn-Sports.com/tennis-equiptment.html
- Your meta data would include: tennis shoes, tennis balls, tennis rackets by Linkedin Sports
- You could have 3 H1 tags: tennis shoes, tennis balls, tennis rackets
- Your content would about all three topics.
- The spider would summarise that “Tennis” is the topic of the page
SEM (targeting users):
- How can you direct people to specific content (e.g. – you run ads for tennis rackets). You could only direct users to the above URL (excluding the use of anchors), and hope they find the desired content.
Content on separate pages…
SEO (through the spiders eyes):
- Your URL might be www.LinkedIn-Sports.com/tennis-equiptment/tennis-shoes/light-weight-tennis-shoes.html (you will get bonus points from the spider for this)
- Your meta data would include: light-weight tennis shoes by Linkedin Sports
- You could have 3 H1 tags: light-weight tennis shoes, light-weight tennis shoe specs, light-weight tennis photos
- Your content would be all about a single specific topic
- The spider would summarise that “Light-Weight Tennis Shoes” is the topic of the page.
SEM (targeting users):
- You can now direct users to specific content that is relevant to the targeted ad (e.g. – you run ads for light-weight tennis shoes). You can also target other areas including the more general areas (Tennis Equipment, assuming you have a summary page that links to the sub sections).
Hope this helps.
Ian gave a great answer and I just want to agree.
It's very simple, one topic per page. All meta's, alt tags, images, content, file names, etc. should focus on that one topic.
Laura W.
Small Business Website Specialist and Trainer
Best Answers in: Starting Up (4), Web Development (3), Business Development (2), Professional Networking (2), Small Business (2), Economics (1), Advertising (1), Events Marketing (1), Planning (1), Blogging (1), E-Commerce (1)
It depends on how much you have, and how they relate to one another.
If you have only enough content for a snippet for each, and if you have several that are related, they should be grouped on a single page.
If you have enough content for each resource to make a 300 to 500 word content page, then separate them.
Search engines like targeted, focused content. If you can group things and keep them concise and focused do so. If they end up sprawling over several screen depths and bouncing around multiple topics, separate them.
Laura
To dovetail on the above answers, if the copy is related I also suggest taking advantage of inlinking opportunities combined with the user experience. Basically, holding the visitors hand and/or search engines hand to visit these other associated pages.
Grant S.
Experienced Online Marketer, Currently Group Account Director at The Search Agency
Best Answers in: Advertising (9), Internet Marketing (7), Business Development (4), Search Marketing (3), Web Development (2), Customer Service (1), Guerrilla Marketing (1), Customer Relationship Management (1), Interface Design (1), Blogging (1)
You're fortunate to get such a comprehensive response from Ian, and I agree with all his recommendations.
I'd like to add the power of internal linking and ensuring that you utilize relevant links (utilizing key words / terms) to other areas of your site / content pages that allow both users and spiders the opportunity to find the unique, connected, relevant and related content.
Creating depth with narrow 'funnels' of knowledge works great for users, and equally well for SEO
More Answers (1)
Heather M.
Brand Strategy & Management
Best Answers in: Advertising (1), Internet Marketing (1), Branding (1)
Heather M. suggests this expert on this topic:
I'm sure Barry Bowman could provide some resourceful tips on this subject-matter.
