Single-Page Websites and SEO

Single-page websites, sites that dynamically display content from the server in response to user interaction versus loading the page as a whole, have gained popularity over the years, especially for companies targeting a specific niche or single product.

On a single-page website, users click on navigation links to scroll, or jump, to destinations further down the page. This interaction gives the impression that the page is changing, but there is no page refresh.

Single-page websites look great and can provide a seamless user experience. They can even use a main navigation to scroll users to the single-page section of most interest while controlling the user’s journey to conversion. But how are they for SEO?

Here are some pros and cons when it comes to SEO and single-page websites.

Pros

Better Mobile Experience

• Sites typically convert much easier to mobile, and users find it easier to navigate
• Sites load much faster than multi-page sites if architected correctly

Target A Specific Audience

• Great for targeting a specific audience and providing them with a certain type of user experience
• It’s easy to control behavior and steer a user in a desired direction
• All information you want users to access can be presented to them on one page. In SEO, this can be important if there is only one keyword or a set of keywords you’re worried about targeting

PageRank

• Every link acquired will point to the main URL, so there will always be a 1:1 ratio of links to pages

Cons

Limited Keyword Targeting

• Single-page sites are designed around one main concept, which limits your ability to rank for a wide variety of keywords
• Long-tail keywords are harder to rank for with a single-page site because their overall presence on a long page of content will be diluted by other, more important terms
• If you rely on Google to find new customers, then you might be better off creating a multi-page site to incorporate different keywords into each page and attract a wider audience

Content Lacks Detail

• Content is generally not as specific compared to a multi-page site
• You don’t have the luxury of devoting a separate page for each topic. Yet, it’s important to cover the same amount of information on both site styles
• Users looking for details might leave disappointed due to the lack of relevant content

Minimal Advanced SEO Strategies

• Advanced SEO strategies and best practices aren’t available on a single-page site

Where does this leave us? In my opinion, single-page websites are not as good for broad, comprehensive SEO as traditional multi-page websites. However, that does not mean there isn’t a time or place for them.

When determining what type of site is best, you need to consider the goals for your business and what you are trying to accomplish with your site. To figure this out, think about the following things:

• Do you need to rank organically for multiple keyword topics, or do you only target one primary search set
• Do you have one target audience or multiple
• Do you need Google to help you find new customers
• What site design will provide your users with the best experience

Based on your answers, you will be able to determine which style of a website is best for you and your customers. Whichever you decide, CMCollective cannot only build your website, but we can also assist you in your SEO keyword research and your overall SEO strategy.

CMCollective is a boutique marketing agency focused on the fundamentals of digital marketing and strategy. We are your marketing partner. With 20+ years of experience, we bring a team of top digital expertise to assist in revenue growth by working with your teams to create, develop, implement and analyze result driven strategies.