A single or multiple URL?

Today’s Ask an SEO question comes from Tiffany in New York. She asks:

From an SEO perspective, which is better, single-page or multi-page design? For example, in a product page, should specs and support be separated into different tabs with separate URLs below the product page, or should they be combined on one page? »

Big question! Because I don’t know your specific situation or your website, I’ll answer in general terms.

The easy answer is a single page for information.

This makes content easier for Google to find and you have less to worry about IT.

However, this answer also depends on your situation.

I have a client with thousands of product reviews on their pages for multiple products.

These reviews include images uploaded by customers and sometimes videos.

These reviews weigh down the page and when we page, it destroys our crawl budget.

For them I recommended splitting things up and it worked.

But this was specific to their situation and not for everyone.

How to determine which approach is right for you

One exercise you can do is list the types of variations, folders, and alternate URLs you might need.

Now ask yourself why each variant deserves or does not deserve a unique URL, folder or parameter.

Think about any inherent value in doing this. For example:

  • Does the product have massive search volume for reviews? Then a review page is the best experience for the buyer.
  • Is a dedicated URL, folder, or variation a better end-user experience? Think more search volume for a specific size, color, or material. These instances could include:
    • Color variations.
    • Sizes.
    • Comments.
    • Specifications.
    • Comparisons.

The rule of thumb for me is if there is value in a unique experience and there is enough difference from the product page, then we can create the new URL.

If the product page itself is the best experience, we keep it as a unique URL.

If we use unique parameters, folders and URLs, it is important to check your site structure and search engine signals. This includes your:

You’ll also want to check Google’s search results and your account in Search Console for indexing bloat.

If all those excess pages and variations are starting to eat into your crawl budget, you could be in for a big problem in the near future.

A single URL is normally preferable. There is less room for error and it is easier to maintain.

But that doesn’t always mean it’s the only right way to do it.

Hope that helps!


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