I have about two different cases here. We will write case by case.
one question, rather than having loads of smaller pages is it better to have one page that covers a number of topics? For example, I have translation services but underneath I could put all the types of translation services I offer? At the moment I separate them out
it’s a really good question.
Here’s why I would do:
keep the many smaller pages, with very specific kinds of translation services (they are useful for a large number of things).
And make a bigger page regarding translation services that also has a good keyword chosen.
In the bigger page you can write ideas that you wrote on the smaller pages. Just make sure that the text is original, and not copy and pasted. Even though it kinds says the same things.
Then from all the smaller pages you can link to the bigger page. This way you will create satellite and core content, as outlined in: https://howto.squirrly.co/…/journey-to-better-ranking…/
And if your chosen keyword has competition levels “very easy to rank” or “easy to rank” you will have a very solid chance of getting it on Page 1 if you do it this way.
so would you use the multiple keywords and possibly synonyms on the large ones and more specific ones on the smaller pages?
specific on the smaller pages, because you would then have pages with high conversion.
user searches for something specific -> ends up on the shorter, but very specific page -> user clearly see that this page is what he/she was looking for. -> has higher chance to perform CTA