In a Webmaster Hangout, Google’s John Mueller addressed questions regarding when combining web pages is beneficial and when it is not. He explained the rationale behind why one should or should not combine pages. Interestingly, combining authority signals was not a factor considered in this decision-making process.
Will Combining Web Pages Help Rankings?
Google’s John Mueller provided a clear response. Merging weaker web pages into a single, comprehensive page can potentially result in a stronger and more relevant webpage. However, he included the caveat that the pages should be complementary and better address a single topic as a combined page rather than as separate weaker pages.
Combining Relevance Signals
The conversation began with a question about the potential benefits of merging several weaker pages for a stronger page in terms of authority. On the topic of consolidating content with varying rankings, would merging pages yield improved rankings due to combined "authority" signals?
Both John Mueller and other Google representatives have previously addressed the concept of domain authority, asserting that Google does not utilize any specific domain authority metric. In his response, Mueller did not focus on this aspect but instead emphasized the relevance and coherence of the pages when combined.
Question on merging pages and their signals:
“The ‘non-existent’ metric of authority, my particular question, from that perspective—for example, if a site ranks for a certain topic and has pages ranked at positions five and six. They have good authority, at least page one level. If these are merged into one cohesive piece of content on the same topic, could it result in higher rankings?”
John Mueller’s response on combining pages:
"Probably. Generally, if you take two or three weaker pages and merge them into one, even across the same site or externally, it can become a stronger page. We see that more parts of the site are referencing this single piece of content, making it more relevant than smaller, individual pieces."
Mueller’s response underlines that when a site’s other pages point to a single page, it presents a stronger signal of relevance.
The Importance of a Primary Topic
Another participant shared an experience of merging two pages with different topics, which led to a decline in rankings compared to the original separate pages. This scenario highlighted that combining signals and backlinks does not necessarily lead to better rankings if the topics aren’t aligned.
John Mueller’s thoughts on combining different topics:
"If you have completely different content topics and merge them, it’s challenging because you are putting separate pages together, requiring our algorithms to figure out the primary topic."
The concept of maintaining a primary topic is crucial. While a page can explore various perspectives on a single topic, it should remain focused on that primary topic to provide content with depth. Conversely, overly diffuse content can detract from focus.
For effective content merging, ensure that combined pages are similar and complementary, allowing inbound links and their associated relevancy to strengthen the combined page.
The Value of Combining Similar Content
Another hangout participant shared a scenario of merging articles by different authors on the same topic. The combined page offered diverse viewpoints, enhancing the depth of coverage.
John Mueller’s thoughts on strengthening pages through combination:
"Generally, I recommend having fewer URLs for easier management and SEO purposes. A combined page is often stronger, being referenced by more sources than individual pieces were."
This perspective underscores how Google evaluates relevance. Mueller’s exchanges with participants encourage looking at page merging in terms of complementary nature, rather than imaginary metrics like Domain Authority. Successful merging for better rankings resembles cooking—some ingredients naturally complement each other, enhancing satisfaction.
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