Create fewer but stronger pages or create more pages?

Google’s John Mرller answers a question about creating targeted content with keywords. The question was whether one should create short but strong pages that target keywords and related keywords or divide the relevant keywords into their own web pages.

In a way, the question really is how to create a content strategy around keywords and auxiliary keywords.

Question about content strategy

Explain the intent of the transaction.

The person asking the question referred to a literal keyword (smartphones) which means “transaction intent”.

This type of broad keyword transaction is usually not intended.

These types of keywords come under the purview of a commercial investigation, where someone is researching a review or model.

The intention of the transaction is when someone is ready to buy and uses long keyword phrases that indicate the intention to buy.

Screenshot of John Mرller discussing content strategy.

Create less strong articles or multiple articles?

The question is about targeting keywords and if all relevant keywords are included in an article that targets a key keyword or if these additional keywords are targeted separately. ۔

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The question is:

“I have a question about an eCommerce website … We create content based on keyword suggestions, with Google automatically adding more content around a central topic.

For example, the main topic or transaction intended is a smartphone, and we’re going to create tech-related content around the smartphone, such as blog posts.

Do we really need to create separate content or separate keywords around a topic or is it just a matter of combining all the different keywords and improving all our content around that goal?

Content perspective is shaped by your strategy.

John Mرller replied:

“Either way you can do it, I think it’s a strategic decision.

In general, what you are balancing is to create pages that are specific to individual topics and to create pages that are more general but where your pages are fewer. So you’re balancing a lot of pages with fewer pages.

And if you have fewer pages, those few pages are usually a little stronger.

However, if you have a lot of pages, it’s as if the value has expanded a bit.

So if there are specific topics where the competition is strong you want to have very strong pages, then maybe fewer pages.

If you are targeting areas where the competition is not so strong then maybe more pages are fine.

So that’s the kind of balance you’re going to try to get there.

If you’re just starting out, it’s probably a good idea to have fewer pages so you can get as strong as possible in this area.

And then as time goes on you see that we’re great here, you can separate individual pages for more odd topics.

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How Google prefers important content

The questioner asked another question, this time asking how he could prioritize Google over their most important content if it creates content.

John Mرller replied:

“You can’t give them any priority but you can help with internal communication.

So within your website you can really highlight the pages that you want to highlight more and make sure that they are well connected internally.

And maybe pages that don’t seem so important to you make sure they’re a little less well-connected internally.

* Usually with internal linking you can think of the important pages that you link to your homepage and the less important pages that are linked to a category or subcategory page, something like this.

So when we look at your site we see, oh the homepage is very important and the homepage points to those five pages, so these five pages are just as important as the homepage and then that kind of value from there. Spreads out.

And this is how you can help us determine which pages you value.

This does not mean that we will always follow it. But it’s a good way to provide that kind of information.

How to choose the best content strategy for Google.

The questioner has a good reason to ask. Many publishers have a landing page for conversions and less important pages that are more informative that drive traffic back to a more important page.

But sometimes things go awry and Google seems to prefer a less important page.

As John Mرller pointed out, internal linking patterns are a way to tell Google which page is more important.

And if those important pages are difficult to find external links to, then less important pages can act as link magnets that automatically draw links and then link to important pages. Thus the internal link constantly points to the important page in its support.

So really, deciding whether to build large strong pages or very few small strong pages is more important than the keyword target. Sometimes those “less important” topics are the most popular in terms of links.

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Another important point, John says, is that when starting a site, it can be helpful to focus on building stronger pages that can be more easily promoted and when the site is more established, The site can be moved to the next level.

As Mرller suggested:

“If you’re just starting out, it’s probably a good idea to have fewer pages so you can be as strong as possible in this area.

And then as time goes on you see that we’re great here, you can separate individual pages for more odd topics.

This is an approach where some content sites can start on a topic and then once they are established they can branch out on related topics. It’s like focusing on smartphones and then going out to conquer smartphone accessories, like conquering territory and growing into an empire.

Reference

How to balance the publication of more or less pages when targeting keywords.

John Mueller See the answer to the question at the 16:52 minute mark.

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