As a copywriter, you want to offer the best SEO advice for your client. But it can be overwhelming to keep track of all the things. And with conflicting information and the shifting landscape, it’s no wonder there are copywriters that focus solely on SEO.

But even if you’re not SOLELY focused on SEO, it’s still a good idea to try and stay on top of SEO best practices.

👉 One of the hot topics these days in the SEO world? Hidden content.

Hidden content on a website refers to copy and information that’s tucked away behind buttons, tabs, or clicks. Think drop-down accordions on FAQ pages, flip boxes, tabs, or any dynamic content that requires action from the user to reveal.

(I know, hidden content is getting fancy.) 💅

One theory is that search engines, like Google, have a hard time crawling hidden information. Recent improvements have allowed Google to now “see” hidden content, but it has been shown to devalue the information – thus lowering a site’s ranking.

On the other hand, some say that it actually helps improve your SEO score.

So… which is it??

To be real, this question is challenging to answer. No one knows the secret behind the way Google ranks website SEO. And they won’t outright tell us to prevent rankings from being manipulated.1

(Rude. You could have at least given us a hint, Google!)

But don’t worry – hidden content won’t make or break your website rankings… but it might impact them. And you need to be able to tell your client what they should and shouldn’t do for SEO.

As a coach for copywriters, I’m here to arm you with all the facts so you can feel confident when giving your clients advice.

Let’s start with the benefits of hidden content.

Why Have Hidden Content Anyway?

It’s not to be sneaky. Though, historically there were instances of businesses doing this to cheat the system and boost their rankings. Not cool. And not my style.

We won’t get into that here because we’re ethical marketers, riiiight? And besides, Google has gotten smarter about this and it’s way harder to get away with that stuff nowadays.

Here are three reasons why hidden content is used on websites.

1. Enhanced User Experience (UX)

Ever gone to a website and get bombarded with a wall of text? It’s awful and it instantly turns people away. Breaking up the text helps reduce clutter and improve readability. Using something like an accordion web design block breaks it up into easily digestible chunks. And it helps users quickly find what they need.

2. Catering to a Mobile-First World

As of May 2023, 67.81% of website views come from a mobile device. Because the screen is smaller, the importance of user experience increases. Collapsible content is a way to keep everything neat and organized on the average 6.3 inch screen. And it’s become a valuable – and actually expected – part of mobile UX.1

3. SEO Advantages

How fast your website loads is one of the critical factors of a website’s SEO ranking. In this instance, hidden content can actually boost a website’s SEO by improving the page loading speed. By hiding some content until it’s specifically requested via click, your website loads faster.

Imagine showing up to an e-commerce site and you have some questions. You head over to the FAQs page and all the questions and answers are listed in one big block of text. Kind of makes it hard to find what you’re looking for, right? Having a clickable drop-down helps you skim the questions quickly, only expanding the ones most relevant to you.

But it’s not all butterflies and rainbows. Let’s talk about the hurdles you may run into when using hidden content.

Potential Challenges to Hidden Content SEO

Okay, let’s get into it.

As mentioned earlier, there are very real concerns when it comes to hidden content and SEO. While it does present huge benefits for UX, some search engines might actually find it difficult to recognize and understand what that content is.

Search engines rely on visible content to understand what a website is all about. If they can’t access the hidden information, it’s like trying to read a book with some of the pages glued together.

Some say this isn’t true, and that Google supposedly doesn’t care if the content on your page is collapsible as long as it’s visible in the HTML coding.2

So while there is no definitive answer, it’s safe to say that Google does crawl the hidden content. But there are moments when it doesn’t help with ranking as much as you’d like.

To Hide or Not to Hide? That Is the Question.

While SEO experts are figuring out whether hidden content hurts or helps SEO, here are five steps to follow to see if it works for you and your client.

1. Analyze Your (Or Your Client’s) Website

The most important thing is to determine if hidden content aligns with your objectives. Ask yourself if hiding content truly enhances the user experience.

2. Consider The Target Audience

Understanding what your audience expects from you or your client’s website will help drive the design decisions. Are they likely to appreciate the convenience of hidden content? Or do you think they prefer to read everything in plain sight?

Being super clear on the purpose and needs of your audience will help you make the most informed decision on how to present your copy to your client.

3. Optimize Visible Content

While hidden content has its advantages, visible content is still a priority. You’ll need it for a search engine to understand what’s on your website. Make sure your visible content hits all the marks for SEO with relevant keywords and valuable information – then back it up by explaining why you’re doing this to your client.

4. Monitor and Analyze Performance Metrics

Keep a close eye on your website’s performance metrics to gauge the impact of all your copy and content – hidden or not. If you do have hidden content on your site, find out if users are actually engaging with it.

Ask your client for performance metrics. If they’re newer and don’t have them yet, that’s okay! But a seasoned business owner might have access to metrics that can help you nail down the best move for your client.

Is it positively influencing the search engine rankings? You can test different formats for a period of time and see how it affects ranking and website visits.

Are there any areas where the site could benefit from collapsible content? Suggest using a drop down list or feature to enhance your client’s user experience.

5. Find the Right Balance Between User Experience and SEO

This is a delicate act that requires skill, metrics, and a little finesse. Always provide valuable visible content. And use hidden content occasionally to enhance the user experience.

Think of it this way: hidden content is like the milk foam art to your latte (aka your website). Super cute. Delightful. But it’s extra. The latte still has to be delicious to keep people coming back for more.

Ask yourself, “Does this truly add value for users?” to help you evaluate the relevance and purpose of hidden content.

Show Up (Or Hide It) With Confidence

The truth is, hidden content SEO is more nuanced than a simple yes or no. It’s just one piece of the whole SEO puzzle…

There isn’t a one-size-fits-all solution.

Staying up to date with industry trends and changes can be tough – along with everything else you have to keep up with. Collaborating with a copywriting coach like me can help you navigate hurtles like this and feel more confident. I can help you flesh out what’s most helpful for you and your clients’ websites.

If you need someone to help you understand hidden content SEO – or to flesh out any pressing SEO struggle – reach out. Book a chat with me here and let’s figure it out together. 🤗💗

SOURCES:

1. Collapsible Content SEO - Click to expand, tabs, & accordions

2. Does Using Folded Content Hurt Google’s Own SEO?

3. SEO Claims Higher Rankings Without Content Hidden In Tabs Again

4. What percentage of Internet Traffic is Mobile