Google told one site owner, this is specific advice to one specific site owner and not meant to be a generalization for all sites, that he should not focus on his individual pages but focus more on the category level pages. The issue was the individual pages on this site had very little content on it and John thought a good strategy would be to create higher level pages that can have more significant content on them.

I believe the site is at neverhaveever.com, at least that is what was said in the question on this past week’s SEO hangout with John Mueller of Google. The question was:

This question and answer started at 33:22 mark into the video. I will skip the generic advice, which Glenn sums up well in the tweet below. But John started his specific advice to this specific site at 35:59 in the video, John said:

He specifically is telling this site owner to focus on the higher level pages because the deeper pages have very little to zero content. If you look at the site, you will see what John means.

Clearly it is hard for Google to crawl and index the site based on the navigation and site structure. If the category pages were done a bit better, Google can better understand the site.

Here is the video embed:

Now it is not always the right move to not focus on your individual pages but in this case, it does seem like the right next step.

Forum discussion at Twitter.