In-page tabs and accordions are user interface (UI) controls that improve the user experience by splitting content into logical sections.
Page visitors can then switch between the different views by navigating each tab or clicking to reveal a new text section of the accordion.
But how does this affect the SEO value of content hidden until the user actively navigates and shows it?
Over the years, many have questioned whether Google is still using it Type of hidden content in its ranking algorithm.
So let’s see.
Disclaimer: “Hidden” content is a ranking factor
The question here is whether Google will devalue or even ignore what was originally hidden from the user using UX/design elements.
It’s important to note that we’re not talking about hiding text to manipulate the algorithm by using CSS to take it offscreen or hide it in the background.
Tabs and accordions are used to organize page content in the same way as their namesakes in the old school paper filing world.
On web pages, tags are usually arranged horizontally.
Users can switch from one tab to another to display new content without loading a new page each time.
With an accordion, the user can click to open each one, usually closing other sections when a new section opens (but not always, which can result in very long pages of text).
Tabs and accordions can be used to:
- common problem content.
- video transcript or Descriptive content for accessibility.
- user commentwhich can be truncated but gives the user the option to “read more”.
- browse complex topic.
- arrive Types of classified information on a single page.
- there are more.
Evidence of Tabbed Content as a Ranking Factor
what is this Google Webmaster Guidelines Have to say what’s hidden in the tags:
“Makes your site’s important content visible by default. Google is able to crawl HTML content hidden in navigational elements such as tabs or expanded sections.
However, we don’t think users can access this content and believe you should display your most important information in the default page view. “
Matt Cutts tackled this from a web spam perspective in 2013 Answer audience questions“How does Google handle hidden content that becomes visible when a button is clicked?”
There are good usability reasons for using an accordion or tabbed structure that lets users hide and show content, he said.
As long as you don’t try to cheat with hidden, over-optimized text, you won’t trigger any spam actions.
This tells us that Google is not treating a well-structured and formatted tab or accordion as hidden text.
But is the content in these tabs the same as the page content that is always visible?
Year 2014Google’s John Mueller was asked about Google’s report that when pages are rendered, it ignores content that isn’t visible to users unless they click the “click to expand” button.
Mueller said,
“…I think we’ve been doing something similar for a while now, and if we can identify that the content is actually hidden, then we try to discount it a little bit. We kind of see that it’s still there, but users can’t see it It. So that’s probably not the crux of this page.”
He pointed out that he was talking about accordions and tags, and suggested that if you want content to be indexed, make sure it’s visible to users.
Evidence against tag content as a ranking factor
The problem is that, aside from the above excerpt from the webmaster guidelines, the advice on what to tag is pretty old.
Google’s view of what constitutes a great user experience has changed, especially when it comes to mobile.
In 2016, Google’s Gary Illyes responded to a Twitter question asking if content in in-page elements such as accordions was devalued on mobile devices, and his response very clear:
“No, in a mobile-first world, what’s hidden for UX should carry enough weight.”
Mueller recently confirmed in Google Webmaster Central in March 2020 Office Hours Interlude Tabbed and accordion content is no depreciation. When asked:
“In a mobile-first indexed world, will hidden content behind tabs and accordions still depreciate in value — for example, because users have a lower chance of seeing it?”
Mueller responded:
“No. Specifically, we do consider anything in HTML when it comes to content on mobile pages.
So if at some point the user might see something, we include it in the index. This is totally normal. “
Tabbed Content as a Ranking Factor: Our Verdict
Content is a ranking factor – you don’t devalue it by giving users control over what and when they see it.
Labeled content is basically the same as unlabeled content.
So does it ultimately matter whether that content is tagged?
We know that with mobile-first indexingGoogle gives tag content the same weight as other text on the page.
The fact that the content is the key part, not the label.
There are many ways to “hide” tabbed content – some of which prevent Google from crawling it.
and if Google couldn’t crawl the contentthe content will not be seen or help you rank.
When used properly, tabbed and accordion content can also improve the user experience—especially on mobile devices.
If you try to use hidden text deceptively, you risk running into Partial or full site penalty.
Again to be clear, here: the key part is the deception, not the fact that the content happens to be deceptively tagged.
As a best practice, use these elements from a strictly UX perspective.
See how Google itself uses the accordion structure on it Search Console Help Resource page:
Image via Search Console Help, February 2022The accordion is used as a navigation tool to display frequently asked questions.
Clicking on a question opens a separate page where longer answers exist.
This serves UX and SEO goals.
Users can view all broad topics at a glance and delve into more specific issues.
Instead of 15 or 20 somewhat disjointed answers in the core body content on the home page, they can then navigate to more focused pages and drill down to the responses they choose.
From an SEO perspective, each individual answer is stronger as an authoritative response to a specific question on its own page.
Start by thinking about how you can improve your visitor’s journey and content experience.
Often, this is exactly what you need to do to improve your SEO.
Featured image: Robin Biong/Search Engine Magazine
