On-page Factors VS. Off-page Factors
Successful Internet marketers have known for years that people go to the web for only two reasons. To be entertained or to solve a problem. Because of this, I tend to take a “Keep it simple stupid” approach to website design. I use simple segmentation calls-to-action and UVP’s to funnel website visitors to my desired action while keeping the website relatively small. I don’t want my visitors to get lost in meaningless pages. This approach is great for conversion considerations, but what about SEO?
SEO Considerations: Off-page Factors
Since backlinks are important for organic rankings it makes sense to build a website with lots of pages and high-quality content to attract natural backlinks. People only link to what they perceive is quality content. This sounds like a good argument for building a large website and works well for some. However, the biggest challenge for companies on the web is developing quality content. Let’s be honest with ourselves. More than 99.99% of the internet is not quality content.
SEO Considerations: On-page Factors
The biggest argument for having a large website is the opportunity to build keyword-rich landing pages to target searches. This can work for some, but consider what those pages do to the website’s keyword saturation. When Google spiders a page, it makes a list of words and ranks them in order of perceived importance. Google then combines each page’s keyword list and comes up with an overall list that is ranked in order of perceived importance.
Meaningless keywords tend to be oversaturating large websites. Those keyword-rich landing pages you thought would do well in search may be lessening your website’s ability to rank for its primary keyword.
Having a large website is not required to do well organically in search engines. I’ve optimized over 50 press releases and 20 one page landing pages with unique URLs to appear on the first page of Google. Many web development companies will insist that you need a large website. The reason is because they can charge you more for it. Unless you have a PR staff or PR budget to develop consistent high-quality content, having a large website will likely oversaturate your page with meaningless keywords and produce little backlinks.