This article looks at some competing
We all want to demonstrate strong results for our clients or stakeholders. But sometimes, pushing to an extreme can undo our efforts. This is much more obvious between different disciplines and departments. For example, designers (or UX / CRO specialists) may think they can increase a site’s conversion rate by 10% by cutting content and giving a more streamlined look. But if that 10% increase in conversion rate comes at the cost of 20% of organic traffic intake, then it’s probably not a good trade. These conflicts are common, especially between competing disciplines and roles. But even within one discipline, like SEO, similar issues can arise. forces in SEO and how to approach them. Volume of URLs: Ranking footprint vs. crawl efficiency Links and content.Quality vs. quantity Keyword optimization: Sparse vs. spam DB to Data experience: Speed vs. functionality Regional deployment: Local focus vs. global reach Internal linking: Connected vs. cumbersome Volume of URLs: Ranking footprint vs. crawl efficiency Working on a large site with plenty of webpages? Some SEOs might think more pages and content items are synonymous with a broader indexing (and therefore ranking) footprint. But more URLs on your site doesn’t always equate to more potential ranking opportunities or organic traffic. This is especially applicable to sites that suffer from poor architecture.
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For example, ecommerce sites that include a product category within a product-level URL which also allow products to be nested within multiple separate categories. In such a situation, you can end up with: Since all of the above resolve the same product page (product-1), there are now three URLs for the same page (duplicate content). This means that Google will invariably end up (eventually, over time) crawling the same product three times. Two of those three crawls could have gone to different products or content. That content could then have gone on to rank. So, in this situation, inefficient use of the crawl budget actually ends up harming the velocity at which new content is ranked.
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