Do I need a multi or single page website for the best SEO? Let's Find Out
When designing a website, one of the most common questions small businesses ask is this: Do I need a single-page or multi-page website for the best SEO?
Single-page websites can offer a clean and simple user experience, but multi-page websites often have significant advantages, especially when it comes to Search Engine Optimisation (SEO).
Let’s explore the key differences between the two, focusing on SEO. After all, your website isn’t just about looking good—it’s about being seen.
Number One:
Keywords Targeting and Relevance
Keywords
What is a keyword?
Keywords are the words and phrases people type into search engines, like Google, to find information. For example, if someone wants to find a graphic designer in Queensland, they might type “web design sunshine coast or SEO Sunshine Coast” into the search bar. These words help search engines match users with relevant websites.
How do multi-page websites help with keywords and targeting relevance?
- What is the main benefit of multi-page websites for keywords?
They can target multiple keywords more effectively by optimising each page for a specific service or topic. - How does this work in practice?
A plumbing business could create:- A page for hot water system repairs targeting keywords like “emergency hot water repair.”
- A page for blocked drains optimised for “local drain unblocking services.”
- A page for leak detection using keywords like “find water leaks fast.”
- Why does this work?
Each page is focused on specific keywords, making it easier for search engines to understand and rank the content. This improves the site’s overall visibility in search engine results and helps attract more customers searching for those specific services.
Single-Page Websites
Can single-page websites rank well for multiple keywords?
Yes, single-page websites can rank effectively. Let’s use a a new plumbing business with a limited range of services as our example.
If the focus is on a single service or clear goal such as “emergency plumbing”, a single-page site can show all of the services offered in one place, making it easier for search engines to understand and rank the content.
When do single-page websites work well?
- New businesses: Ideal for showcasing a specific plumbing service like “blocked drain repairs” without needing multiple pages.
- Single Service businesses: Perfect if the business focuses on one key service or a small geographic area, such as “local plumber in Brisbane.”
- Tight budgets: Easier and more cost-effective to set up and maintain, making it a good starting point.
How can single-page websites target keywords successfully?
- Focus on specific sections: Break the page into clear sections, such as “Our Services,” “About Us,” and “Contact.”
- Use anchor links: Allow users to jump directly to sections like “Emergency Plumbing Services” or “Hot Water Repairs.” This can be done with a menu like a multi-page website.
- Optimise: Keep the content focused on single services and your developer will use schema markup to make the page easier for search engines to understand.
While single-page websites have their limits compared to businesses targeting a broad range of services, they still have their place. Single-page websites can perform well when designed for a focused geographical service. As the business grows, upgrading to a multi-page site can help expand keyword targeting and improve SEO.
Number two:
Content Depth and Quality
How do multi-page websites improve content depth and quality?
Multi-page websites give you more space to create high-quality, detailed content that helps your site rank better in search engines. Here’s why:
- More room for keywords: Each page can focus on specific keywords and phrases when people are looking for a specific service with other services you offer, improving your SEO.
- Comprehensive information: You can include detailed service descriptions, case studies, and blog posts, which help show expertise and build trust, and essential ranking factor.
- Better for Google rankings: Search engines like Google prefer websites with in-depth, relevant content that answers user questions.
For example, instead of cramming everything into one page, a multi-page website could have:
- A service page for each part of your business or individual pages for each service you offer;
- A blog section;
- Gallery pages, testimonials or client experiences;
- Details of your team members and your company profile and more.
Every page adds more opportunities to create relevant, high-quality content that should appeal to your audience first – then search engines will follow.
How do single-page websites create content depth and quality that search engines want to see?
Single-page websites can be visually engaging and straightforward, but they have limitations in the amount of content they can present effectively. These limitations can impact SEO in several ways:
- Limited space for in-depth content: With everything on one page, it’s challenging to provide detailed information without overwhelming users.
- Keyword dilution: When multiple topics are covered on a single page, it’s harder for search engines to identify a clear focus, which can lower rankings for specific keywords.
- Perceived authority: Search engines may see single-page websites as less authoritative due to the lack of comprehensive, topic-specific pages.
However, single-page sites can still rank well if designed and optimised correctly.
Techniques like clear sectioning, strategic use of headings, and focused content can help maximise their SEO potential.
While they’re a good starting point for businesses with limited content or a single focus, transitioning to a multi-page website becomes essential as your business grows and requires more robust content.
Number Three:
Multi Page Websites
- Why is user experience important for SEO? If you want someone to hang around you need to ensure they are having a good experience, ie, content, layout, design, functionality etc. This makes sure you keep visitors on your site longer, which search engines see as a positive signal.
- How do multi-page websites make navigation easier? They provide a clear, logical structure that helps your clients find the information easily.
- What features improve navigation on multi-page websites?
- Well-organised menus to easily browse topics or sections.
- Breadcrumbs to show users where they are on the site and how to go back. It shows the path of pages to get to where you are so you can navigate back quickly.
- Internal links to connect related pages and guide users through your site.
Single Page Websites
How do single-page websites affect user experience?
- How do users navigate single-page websites?
Users typically scroll to find the information they need, but anchor links and menus can make navigation easier by allowing them to jump directly to specific sections of the page. Check out me “Affordable Web Design” page here where I use this technique to break up the content and let people navigate to my packages quickly. - Why can this still be challenging for users?
While anchor links help, users might still find it harder to locate specific information compared to multi-page websites, which can have more organised, topic-specific pages. - What happens if users get frustrated?
- They might leave the site quickly, leading to higher abandonment rates, which refers to your bounce rate
- They the less time they spend on your page suggests to search engines that they arn’t finding the right content
- Bing is a great tool to see how clients are interacting with your website.
- How does this impact search rankings?
These behaviours can send negative signals to search engines, potentially lowering the site’s rankings. However, a well-designed single-page site with clear anchor links and structured content can help minimise these issues and improve user experience.
Number Four:
Internal linking is when you connect pages on your website through buttons, links or words on your page (beyond just menus), is common practice as a powerful SEO strategy.
Recent SEO insights highlight the importance of having a clear internal linking structure, including links to and from your home page. When a page doesn’t have internal linking it’s referred to as an orphan page. If Google sees it as an orphan page, it flags it, and thinks there are issues with it and can stop indexing that page so search engines aren’t finding it.
Multi-page websites offer more opportunities for internal linking, given there are more pages to cross connect content to guide users (and search engines) through the exisiting content.
Effective internal linking also distributes page authority and improves your website’s crawlability, which is key for better search rankings.
Page authority is a way of measuring how strong or trustworthy a specific page on your website is in the eyes of search engines like Google. It’s basically a score that says how likely your page is to rank within search results.
It can be confusing, but stick with me here:
Links Build Authority: When another website links to your page, it’s like giving your page a positive review. Search engines see it as a sign that your page has valuable and trustworthy information.
Internal Links Help Too: When you link to a page from other pages in your own website, it tells search engines that the linked page is important. This helps search engines understand which pages are important to you and can improve the ranking of those pages.
Quality Matters: Not all links are equal. Lets say that again together NOT ALL LINKS ARE EQUAL!! Links from trusted, high-quality websites (like news sites or industry leaders, Wikipedia etc) give your page more authority than links from less reputable sources. This is why we DON’T BUY LINKS, because if your linking back to a page that has no authority, or worse, has a bad reputation, it will damage yours. Quality over Quantity.
Authority is Shared: If a highly trusted page on your site links to another page, some of that authority is passed along, helping the linked page become stronger too. It’s like getting reviews from well respected colleges and sharing the love.
Page authority is like a page’s reputation online. Building good authority takes
- time and;
- requires quality content;
- a solid internal linking strategy;
- earning links from reputable websites.
Number Five:
Multi Page Websites
How can multi-page websites give you better insights into your website’s performance?
What brings people to your website?
Tools like Google Analytics show which keywords or links are bringing visitors to your site. Everyone should be connected to Analytics.Which pages are most popular?
You can see which pages people visit the most and how long they stay on each one. Some analytics will show mouse movements and focus areas.Where do people leave your website?
Analytics can show where visitors tend to exit, helping you spot areas for improvement. You can customise analytics to show your specific areas and targets you have.What drives sales or enquiries?
Reports can highlight which pages lead to conversions, like purchases or contact form submissions or clicks to call or email.What can you improve?
Use the data to make better decisions about content, navigation, or SEO strategies
Single Page Websites
- Did single-page websites struggle with analytics in the past? Yes, because all user activity happened on one page, it was harder to track what users were doing.
- Can single-page websites provide detailed insights now? Yes, modern tools like Google Analytics 4 can track clicks, scroll depth, and time spent on specific sections.
- What can you learn from these insights?
- Which parts of your page are performing well.
- Where users drop off or stop engaging.
- Whether your page solves problems or meets users’ needs.
- Are multi-page websites still better for analytics? They obviously can provide more data, but single-page websites can now achieve similar insights with the right tools.
Number Six:
Single-page websites are often praised for their simplicity on mobile devices but multi-page websites can also deliver a great mobile experience when optimised correctly.
- Responsive design ensures that multi-page sites work seamlessly across all screen sizes. Roughly there are between 150-120+ screen sizes (although I’m sure this figure is a lot higher but you get the idea – websites need to be responsive.
- Dedicated pages for specific topics can make navigation more intuitive on mobile, as users expect quick and easy access to the information they need.
- Clear menus and mobile-friendly navigation are now essential for both single and multi-page websites to maintain a strong user experience and perform well in search rankings. And they need to work.
Important Note
Get everyone to test your site. Because I experiment with different plugins for client website on my own first, a recent experiment showed it all working in the WordPress responsive checks, but fail in the practical check, due to one plugin.
Single-Page Websites
Single-page websites can be a great starting point for small or new businesses, especially when you’re just getting established or still exploring your niche. They work well for:
- Businesses with limited content: When you don’t have much to say yet, keeping everything on one page makes sense.
- Simple services or products: If your offering is straightforward, a single page can present it clearly and effectively.
- Quick setup and lower budgets: Single-page sites are faster to build and maintain, making them ideal for businesses starting out.
Multi-Page Websites
As your business grows, a multi-page website may become a better fit. Multi-page websites are ideal for:
- Targeting multiple keywords: Each page can focus on specific services or topics to rank higher in search results.
- Offering detailed information: More pages allow space to go deeper into your services, products, or expertise.
- Improving user experience: Clear navigation makes it easier for visitors to find exactly what they’re looking for.
- Scaling with your business: You can add new pages as your business expands without overloading your site.
Single-page websites can work well for businesses starting out, especially those relying on word of mouth or needing a simple online presence. However, as your business grows, transitioning to a well-structured multi-page website becomes crucial for unlocking more opportunities. But remember –You can’t pack a single page site with multi-page information, the same way you can’t make a multi page site when you don’t have enough content.
Multi-page websites allow for better keyword targeting, improved user experience, and more opportunities to build backlinks—key factors that search engines like Google prioritise for ranking.
If you’re finding that your single-page site isn’t bringing in enough traffic, doesn’t rank well for important keywords, or lacks the flexibility to showcase your growing services, it may be time to upgrade. A multi-page site not only strengthens your SEO but also creates a more engaging and professional experience for your visitors, helping convert them into long-term clients.
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