Tabs, “Hidden Content” and Google

Tabs are a handy, universally understood visual metaphor that have been used for many years by designers to make manageable and usable pages. There has always been a small degree of confusion about whether or not Google treated tabbed content as ‘hidden’ content and whether or not they would penalise sites using tabs.

Following a post by John Mueller, it seems that Google have come down against tabs. They believe that tabs are a way for people to show one thing to users and another to Google.

To an extent, that’s true: it would be easy to make a short, punchy “selling” article that is seen by visitors, while hiding a whole bunch of keyword-heavy text behind a tab. Whether that’s good or bad practice is something of a religious question.

Personally, I’ve always felt – and still do – that tabs are a good way to visually organise things on a page. Here’s how I use them on my hobby site:


Now I don’t see anything inherently wrong with this. I can make a super-useful page, packed with content but organised in such a way to be navigable without a 4 mile long page.

But I think Google and I disagree on this. Recent uses of the site: command in Google have revealed that the main ‘hub’ pages for any topic have been downgraded recently in Google. Searching “yorkshire ripper” did not place the relevant page at the top, despite a reasonably solid internal link structure. Instead, the target page was under pretty much every other page on the topic.

This made me sniff around the page to see what the problem could be. The main suspect? A ‘timeline’ tab. This tab included data from all the related articles – dates and locations, all Schemafied and presented in a nice fashion. I couldn’t see any real fault with that, but looking at it again from what Google have been saying, this tab actually had more information and a higher word count than the main article itself.


In my eyes, I had done a pretty nice job of balancing visual presentation and information, but I suspect this sort of thing is the kind of trigger for Google to downgrade a page.

As such, I’ve separated these timelines into standalone pages like this.

I feel ambivalent about this. I feel that I’ve been bullied into changing my site to fulfil an algorithmic diktat from Google that implies that my design was an attempt to trick their bots. Part of me thinks I should stand my ground and not change a thing.

However, as part of the remit I’ve given myself with that site is to use it as a testbed for such things, I’ve caved to see what happens from a Google perspective.

I will, of course, let you know what happens.

Spoofed Referral Traffic in Google Analytics

The contined spoofing of referral traffic in Analytics highlights a couple of things:

  • Shortcomings in one of Google’s flagship products
  • The shift away from old-skool SEO for spammers to more subtle ways of gaining traffic

My hobby site ( Go visit it now. Please) – even with its paltry visitor numbers (just shy of a couple of hundred per day) gets a small but noticeable trickle of traffic from fake sources such as:


These are covered in good detail over at Refugeek and by Dave Buesing (both sources have some good tips for removing these sites from appearing in Analytics if you want clean, realistic visitor numbers).

The basic method relies on the fact that Analytics can be spoofed – tricking the unwary visitor into thinking they are getting actual human visitors from sources. In fact, these are just faked visits by bots posing as browsers and passing through false headers.

The motivation seems to be (as far as I can tell) to get site visitors to visit these sites to see where their link is. Personal example: I started getting traffic from and visited their site to see where/how/why they were linking to me. I couldn’t find anything, but noticed that they had some on-the-face-of-things useful SEO tools. I signed up for a ‘free account’ and then promptly forgot all about them, but they still send me emails asking if I want to upgrade to their pro package.

It’s a cunning sleight of hand when you look at it this way. In an easily scalable way, they can effectively drive reasonable levels of traffic to their site by bringing themselves to the attention of anyone with Google Analytics installed. Once those people are on, the bait and switch takes place, and a certain number of people will thus sign up to their product. I imagine it’s probably profitable.

That’s obviously deceitful practice, but highlights how the nature of scamming has changed. As Google has made it harder and harder to spam the SERPs, so innovators/black hats (delete as per your prejudice) are looking for new routes.


A current fake referrer to my site disguises itself as Huffington Post. At first, I was briefly excited – perhaps I’d got a link from HuffPo! In fact, the referral itself was spoofed: the Huffington Post link – when clicked in Analytics – actually redirected to some Chinese shopping site, presumably dropping some affiliate cookies along the way to capture revenue from me should I ever do any shopping on (which is where the link actually redirected).

Update: on closer inspection, I’ve noticed that the URL is actually “”, which also explains how the redirect works.

It’s cunning stuff, to be sure, but I find it hard to believe that it’s a sustainable or large enough niche for anyone to make more than a few quid from. As I mentioned a couple of posts ago, it adds to my belief that black hat/affiliate sites are finally being shuttered by Google and the glory days of such operations are now behind us.

As such, we should actually tip a hat to Google in thanks. For many years, spammers and scammers tried – and succeeded – in keeping the SERPs cluttered with affiliate links dressed as content. Google announced their intention to do away with this years ago and now – if you want to go down that route – you have to go big on site quality and content. Of course, the high price of doing that makes most affiliate programs unsustainable because building the necessary traffic levels can’t simply be left to content spinning and xrumer any more.


Keyword Data back in Analytics

One of trad SEO’s biggest gripes for the last couple of years is the obscuring of keyword data in Analytics. Of course, much of that data has actually been available in Webmasters Tools for quite a while now


Until today (so far as I’ve seen – it’s probably been rolled out all over the place in stages) the nearest equivalent data in Analytics was found under the Acquisition > Keywords > Organic screen.

But now? That’s gone, and the data from GWT is showing up in Analytics


This is a nice move, as it puts back a little context into the job rather than educated guesswork based on landing page URLs. It still means a bit of legwork if you want to do detailed analysis but for most SEO purposes it is a long-overdue move. The only critical issue with this is that assuming it follows the pattern used in Webmasters Tools the data will only be available for the last 90 days, and won’t include the last 2 days – which will obviously cause some limitations in analysis.