Tabs and Accordions: SEO Considerations for Website Content

The use of tabs and accordions as website design elements presents both opportunities and challenges for search engine optimization (SEO). While Google indicates the ability to crawl and index content hidden within these elements, performance in organic search may vary. The data suggests a focus on prioritizing core messaging and keyword-rich content by displaying it visibly by default, while strategically utilizing tabs and accordions for supplementary information. User experience (UX) and core web vitals also play a significant role in overall search performance.

Google’s Crawlability of Hidden Content

Google has stated its capability to crawl and index content contained within tabs and accordions. According to a Google representative in March 2020, any content potentially visible to users is included in indexing. This applies to both desktop and mobile versions of websites. Specifically, Gary Illyes mentioned that content behind tabs or accordions on mobile devices will have full SEO value, and can improve the mobile user experience by reducing scrolling. The data indicates that the presence of content within these elements does not inherently disqualify it from being considered by search engines.

Potential Impact on Organic Traffic

Despite Google’s ability to crawl hidden content, OuterBox conducted tests that revealed measurable improvements in organic traffic after removing tabbed content in many cases. However, the data also notes that results may vary by industry and page type, with some sites experiencing no significant effect. This suggests that while technically indexable, content hidden behind tabs or accordions may not perform as well as content displayed directly on the page. The conclusion drawn is that the content itself is more important than the design element; keyword-rich content should be given prominence.

Best Practices for Implementation

The source materials recommend a strategic approach to using tabs and accordions. If information is critical for organic rankings, it should be visible by default. Tabs and accordions are best suited for secondary information, such as product videos, technical specifications, or downloadable literature. An example provided illustrates a product page where a summary, application information, benefits, and a detailed overview are displayed prominently, while secondary details are placed in tabs.

For Frequently Asked Questions (FAQs), accordions can be particularly effective, especially on mobile devices, to organize a large volume of content without excessive scrolling. One example shows a responsive website displaying FAQ content by default on desktop but transitioning to accordions on mobile.

UX Considerations and Core Web Vitals

User experience (UX) is inextricably linked to SEO. Google’s Core Web Vitals—metrics assessing loading performance, visual stability, and interactivity—are designed to measure helpful UX. Utilizing tabs and accordions can contribute to a positive UX by keeping pages clean and organized, particularly for complex information. However, the data emphasizes that designing for clarity, accessibility, and performance will always yield positive results.

Other UI elements, such as dropdowns and cards, also present similar considerations. Content appearing only upon user interaction may not receive the same SEO benefit as content displayed openly. When SEO is not the primary goal, UX can take precedence.

Mobile Optimization

With Google’s shift to a primary mobile index, optimizing content for mobile devices is crucial. The data confirms that the use of tabs and accordions is acceptable for mobile, and can even improve the user experience by making content easier to navigate. Content tabs and accordions can make the mobile experience a lot better, so a user can expand on the content they want easily without lots of scrolling.

Conclusion

The available data indicates that Google can crawl and index content hidden within tabs and accordions. However, visible content generally performs better in organic search. The strategic use of these elements is recommended, prioritizing core messaging and keyword-rich content by displaying it by default, and reserving tabs and accordions for supplementary information. UX and Core Web Vitals are also important considerations, as they contribute to overall search performance. Testing different layouts and monitoring performance in Google Search Console and PageSpeed Insights can help determine the optimal approach for a given website.