In web design one of the crucial decisions is how to display content, especially for pages with a lot of information. Two common approaches are using always visible content versus accordion-style content (expandable sections). While each design method has its advantages, from an SEO perspective, always visible content often outperforms accordions. However, this doesn’t mean accordion-style content is without its uses. Let’s explore the SEO implications of each approach.
Always Visible Content – Better for SEO
Indexability
The most significant benefit of always visible content is its full indexability. Search engines like Google can crawl and index all visible content on the page without barriers. This ensures that all the information you display contributes to your rankings. As a result, your page is more likely to show up in relevant search queries, especially when key information is immediately available to both users and search engines.
Keyword Optimization
With always visible content, important keywords and phrases can be integrated directly into the page without requiring user interaction. Since the content is always visible, search engines can more easily assess the relevance of the page based on these keywords. This increases the chances of your content ranking higher in search results for those keywords.
Better User Engagement
When content is visible without needing to be expanded, users can immediately access the information they are looking for. This can lead to higher engagement rates, such as longer time spent on the page and reduced bounce rates. Users don’t need to click to reveal content, which makes it easier for them to consume the information quickly. If well-organized with headings and sections, it can improve the overall user experience and readability.
Potential Downsides
- Longer Pages: Pages with always visible content can appear lengthy, especially on mobile devices, which may overwhelm users if the content isn’t well-structured.
- More Scrolling: A lot of visible content can lead to more scrolling, which could negatively impact engagement if the page is not optimized with proper headings, jump links, or other navigation aids.
Accordion Content – Potential SEO Challenges
Google Can Crawl Hidden Content (But Weaker Weighting)
Although Google can crawl hidden content within accordions, there is an important distinction: content inside an accordion tends to carry less SEO weight compared to always visible content. Historically, hidden content was less valued, but Google has become better at indexing content within accordions. Still, the ranking strength of content that is hidden behind collapsible sections is generally weaker.
User Engagement Risks
Accordion-style content depends on user interaction. If users don’t click to expand sections, they may never see important information, which could negatively affect engagement metrics such as dwell time and scroll depth. This can also lower conversion rates if key details are missed by users who do not interact with the accordion.
Click Dependency
The more sections that require user interaction to reveal content, the higher the chance that users will miss important details. This could also affect how well users engage with the page or complete actions (such as signing up or making a purchase).
When to Use an Accordion for SEO:
- Longer Pages
For pages with a lot of information, using an accordion can make the content more digestible. Instead of overwhelming the user with a long, static page, accordions break the information into smaller, more manageable sections. - Secondary Information
Accordions work best when used for secondary content that isn’t crucial for the page’s main topic. For example, FAQs, extended product descriptions, or optional details about services can be placed inside accordions, while the primary information remains visible. - Mobile Optimization
For mobile users, accordions can improve the user experience by reducing the need for excessive scrolling. Collapsing content allows for a more streamlined navigation experience on smaller screens.
Best SEO Practices: Hybrid Approach
To get the best of both worlds, we recommend a hybrid approach. This combines the advantages of visible content for SEO with the user-friendly benefits of accordions.
Prioritize Important Content as Always Visible
Ensure that critical information—such as key details, high-value keywords, and must-have content—remains visible to both users and search engines. This ensures that the most important aspects of your page are immediately accessible and properly indexed by Google.
Use Accordions for Secondary Content
Accordion-style sections can be used for non-essential content like additional descriptions, FAQs, or optional information that doesn’t affect the primary user experience.
Ensure HTML-Based Content Loading
Avoid JavaScript-based accordions that load content after the page has loaded, as these can interfere with indexing. Instead, choose HTML-based accordion solutions that ensure all content is available in the page source code and easy for Google to crawl.
Monitor User Engagement Metrics
Tracking bounce rates, scroll depth, and time on page will help determine whether your content strategy is effective. Make adjustments based on how users interact with your content to ensure you’re providing a seamless experience.
Final Verdict for SEO?
- For Shorter Pages: Always visible content is usually the best option for SEO because it guarantees that all content is indexed and immediately accessible to both search engines and users.
- For Longer or Detailed Pages: A hybrid approach is ideal. By keeping the primary content visible and relegating secondary information to accordions, you maintain both SEO performance and a clean, user-friendly design.
In conclusion, while accordions can help manage longer content and improve mobile navigation, relying solely on them may not be the best strategy for SEO. Prioritizing visible, indexable content is crucial for maximizing your page’s SEO performance.