Click on the whiteboard image above to open a high-resolution version in a new tab!
So here’s an example. I’ve got this text about coconut marble furnishings, which is just a ridiculous test phrase that I’m going to use for this purpose. But let’s say I’ve got page A, which essentially shows the first paragraph of this text, and then I have page B, which only shows part of the first sentence and then a “read more” link, which is very common in lots of articles.
Many folks do this, by the way, because they want to get engagement data about how many people actually read the rest of the piece. Others are using it for serving advertising, or they’re using it to track something, and some people are using it just because of the user experience it provides. Maybe the page is crowded with other types of content. They want to make sure that if someone wants to display this particular piece or that particular piece, that it’s available to them in as convenient a format as possible for design purposes or what have you.
What’s true in these instances is that Google is not going to treat what happens after this “read more” link is clicked, which is that the rest of this text would become visible here, they’re not going to treat that with the same weight that they otherwise would.
All other things being equal
So they’re on similar domains, they have similar link profiles, all that other kind of stuff.
A is going to outrank B for “coconut marble furnishings” even though this is in the title here. Because this text is relevant to that keyword and is serving to create greater relevance, Google is going to weight this one higher.
Interestingly, fascinatingly, perhaps, Bing and Yahoo do not appear to discern between these. So they’ll treat these more equally. Google is the only one who seems to be, at least right now, from some test data — I’ll talk about that in a sec — who is treating these differently, who is basically weighting this hidden content less.
Best practices for SEO and “hidden” text
So what can we discern from this? What should SEOs do when we’re working with our web design teams and with our content teams around these types of issues?
So Google knows the text is there. It just isn’t counting it as highly. It’s like content that isn’t carrying the same weight as it would if it were visible by default. So, given that we know that, we have to decide in the tradeoff situation whether it’s worth it to lose the ranking value and the potential visitors in exchange for whatever we’re gaining by having this element.
III. If it is the case that you have to use the “read more” or any other text hiding elements, I would urge you to go ahead and place the crucial information, including the keyword phrases and the most related terms and phrases that you know are going to be very important to rankings, up in that most visible top portion of the page so that you maximize the ranking weight of the most important pieces rather than losing those below or behind whatever sorts of post-loading situation you’ve got. Make those the default visible portions of text.
I do want to give special thanks. One of the reasons that we know this, certainly Google has mentioned it on occasion, but over the course of the last few years there’s been a lot of skepticism, especially from folks in the web design community who have sort of said, “Look, it seems like Google can see this. It doesn’t seem to be a problem. When I search in quotes for this text, Google is bringing it back.” That has been correct.
That said, we will hopefully see you again next week for another edition of Whiteboard Friday. Take care.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!