On-Page Problem

[grobro]

Hello Mozzers,

A friend has a business website and the on-page stuff is done really bad. He wants to rank for: conference room furnishing, video conference, digital signage.

(Don't worry about the keywords, it's just made up for an example.)

For these three services he has a page: hiswebsite.com/av

AV stands for audio and video and is the h1.

If you click on one of the service, the url doesn't change. Like if you click on video conference, just the text changes, the url stays /av.

All his targeted pages got an F Grade, I am not surprised, the services titles are in

. Wouldn't it be a lot better to make an own page for every service with a targeted keyword, like hiswebsite.com/video-conference

All this stuff is on /av, how will a 301 resirect work to all the service pages, does this make sense?

Any help is appreciated!

Thanks in advance!

[Ray-pp]

There's quite a bit going on here

'av' could stand for a lot of things, such as anti-virus. Most people know the acronym, but having the url as /av doesn't help you in terms of SEO - use friendly URLs that identify a specific topic, such as you've suggested with /video-conference

For each specialty/service, create a unique page and add content that demonstrates your value proposition to the reader.

Make sure each of these pages has the proper information hierarchy applied - H1, H2, H3, and the rest as necessary. Your <title>and <h1> tags should be human readable and highly targeted to the topics you want to rank for.</p> <p>Any content that is hidden behind tabs (i.e. you click a link and new text appears) is now known to be discounted for rankings. I highly suggest that you put all highly relevant content that you want to help you rank in front of the user without them needing to interact with your application.</p> <p>I hope this helps you get started creating those new pages!</p></title>

[max.favilli]

Hi Ray, with reference to "Any content that is hidden behind tabs is now known to be discounted for rankings." what's your source? I remember videos of Matt Cutts repeating Google knows today web is made of rich applications and as far as your app is keeping the white hat on you won't get penalized for this.

[Ray-pp]

Hi - Well, I did use a general term with 'any,' but generally speaking, on the desktop version, it is highly likely that content that is deliberately hidden from users, such as content that is revealed when a user clicks on a tab or 'expand to view' type of link, may be discounted when it comes to ranking that page.

Sources:

• https://www.seroundtable.com/google-hidden-mobile-content-okay-19626.html
• https://www.seroundtable.com/google-hidden-content-tabs-19534.html
• https://www.seroundtable.com/google-hidden-tab-content-seo-19489.html

The above also includes links to hangouts where people like John Mueller have specifically spoken to the topic. Now, I don't think that hiding content like this is considered to be black hat. Only that the content in these areas carry less influence when ranking their pages for the terms included in that content.

Based on what the SEO community has seen and my own work with high traffic websites, I do think Google is at least tweaking this factor as a ranking signal. Therefore, any content that I know I want to have the most influence on the SERPs as possible, I bring to the immediate front, even if it means having a longer page. E.g. valuable content such as user reviews and product questions shouldn't be shown behind tabs, although it is a very popular UI design.

[max.favilli]

Thanks Ray, I didn't know about this.

[grobro]

Thank you guys for your answers, I appreciate that.

What would be the best approach to fix this technically? There is only one page now (/av) and there will be 3 new pages, each for one service. Normally I would think about a 301 but it's from one page to three. So I don't really know what would be the best solution.

Any ideas?

[grobro]

Does anyone know how to fix this technically? This site /av has already some power, and out of it we get 3 new pages..

Any help is highly appreciated!

[max.favilli]

I would change /av into /audio-video and add a 301

I would add sub folders to the url structure for each category with a dedicated page.

[Ray-pp]

To add to what Massimiliano said - once you change the URL to be more descriptive and you have 3 pages, 301 the /av to the closest related new page. Then, add internal links to the 2 other new pages that target their primary term/topic. This way you have the authority from /av going to 1 of the newly created pages and then the other 2 new pages have a clear internal link structure so Google understands they are a higher authority for the new topics they are targeting.