Pharmtech & Ingredients

Why it matters

Thirteen hotels are listed on Plan Your Travel, twelve of them with a Book Your Stay button. Three of those twelve now land the visitor on an error page instead of a booking form.

Two of them — ibis and Novotel — return a message meaning “this page has been permanently removed”. The hotel group has retired those addresses; both hotels still exist and both still take bookings, just at a different address. Edge Seligerskaya returns a plain page-not-found.

This is the page someone opens once they have already decided to come to the show. A button that fails here costs a room booking and it is the last impression they take away from the site.

Where to change it

Strapi → Plan Your Travel → the hotel list → each hotel’s Book Your Stay link

Why it matters

A link is made of two parts: the words a reader sees, and the address behind them. On this article the words are right — Exhibitor Directory 2025 — but the address behind them is the whole text of the press release, several thousand characters of it, pasted into the box where the address should go.

The browser treats all of that as a page name on your own site, looks for a page with that name, and shows an error. Anyone clicking through to find the exhibitor directory gets nothing.

This looks like a paste that landed in the wrong field while the article was being written. Nothing else on the article is affected.

Where to change it

Strapi → the article → the words “Exhibitor Directory 2025” in the body text → the link address

Why it matters

Every page can carry a setting called Canonical URL. It exists for one purpose: to tell Google “this page is a duplicate — index that other address instead of this one.” Left empty, the site fills in the page’s own address, which is the right answer almost every time.

On five pages it is filled in with an address that does not work. One names a page that was deleted, so the article is asking Google to drop it in favour of nothing at all. The other four name old addresses that now forward straight back to the page itself, so each page is pointing Google in a small circle.

All five pages load perfectly for anyone who reaches them. The damage is invisible and entirely in search: pages that quietly ask to be left out generally are.

Where to change it

Strapi → each page or article → SEO → Canonical URL — clear the field

Why it matters

Every article has an Excerpt field — one or two sentences summarising it. The site uses that text in two places: as the grey description under the article’s link in a Google result, and as the preview text on the article card in your listings.

On 157 of your 195 articles the field is not empty in the way you would expect. It contains a single space character. It looks filled in inside Strapi, and it reads as blank everywhere it is used — which is why the article cards show nothing and why 111 of those articles are advertising the homepage sentence in Google instead of their own subject.

This is the highest-value job on the list. One short edit per article fixes the search result and the listing card together, and it is the only item here that touches 111 pages at once.

Where to change it

Strapi → the article → Excerpt

Why it matters

The description is the grey text under your link in a Google result. It is the sentence that decides whether somebody clicks you or a competitor, and it is the only part of a search result you write yourself.

Thirty-seven of these pages have none, so they show the homepage sentence about the November show. Someone searching for stand information currently reads a line about networking with 10,000 industry leaders, which tells them nothing about stands. Two more — the 2025 awards and 2025 conference galleries — have a description that is the single word Pharmtech.

The suggested wording below is a starting point, not a decision about how you want to sound. Please read each one before you use it.

Where to change it

Strapi → the page record → SEO → Meta Description

Why it matters

These are reference and demo pages built during the site’s construction. All three are published, all three are in the sitemap — which is the file that invites Google to index a page — and all three can be found and read by anyone.

The Dynamic Block page is the one to do first. It carries 26 blocks of Lorem ipsum, the Latin placeholder text used to fill a layout before the real words arrive, and fourteen buttons — nine View More, three Download Now and two image links — that go nowhere at all.

Unpublishing removes each one from the site and from the sitemap in a single step. Nothing else on the site links to them, so nothing breaks.

Where to change it

Strapi → the page record → unpublish

Why it matters

Each of these is two published articles with the same title, the same headline and the same text, sitting at two addresses that differ only by a “-1” on the end. The “-1” is what Strapi adds automatically when a record is duplicated rather than edited.

Google has to pick one of the two to show and it splits the credit between them, so neither ranks as well as a single copy would. Two of the duplicates also have nothing linking to them at all.

Keep whichever copy is the better one — usually the one without “-1”, which is the original and the one your other pages link to — and unpublish the other.

Where to change it

Strapi → Articles → unpublish the copy you are not keeping

Why it matters

Some page addresses were shortened a while ago — /exhibit/sectors/ became /sectors/, and so on. The old addresses still work, because the site forwards anyone using them on to the new page.

But 102 links across 65 pages still use the old form, and each one takes the visitor through a forwarding page before the real one appears on screen. Search engines treat a link that has to be forwarded as worth less than one that goes straight there, so your two most valuable destinations — the stand enquiry form and the sectors page — are being handed less credit than they have earned.

The homepage “Join as an exhibitor” button is one of them. Most of the rest sit inside article body text, under words like BOOK A STAND, Enquire to Exhibit, pharmaceutical exhibition sectors and visit pharma trade show.

Where to change it

Strapi → search for /exhibit/ and /attend/ in your pages and articles

Why it matters

A page should have exactly one Heading 1. It is the page’s title as far as Google is concerned — the one line that says what this page is about. Where there are several, Google has to guess which one counts.

On these ten it has happened in two ways. Some are genuine section headings that were styled as Heading 1 instead of Heading 2. The rest are empty Heading 1 lines with nothing in them at all, which is what pasting out of Word usually leaves behind.

Nothing looks wrong to a visitor and nothing is broken. It is a five-minute edit per page that makes each one legible to a search engine.

Where to change it

Strapi → the page record → the rich-text editor → change the extra Heading 1 lines to Heading 2

Why it matters

Every image can carry a short written description. It is read aloud to visitors using a screen reader, it is what shows if the image fails to load, and it is the only thing Google has to go on when deciding whether to put your image in an image search.

The site has 1,847 images with no description, but almost all of them — 1,788 — are event photographs that appear only in the media galleries. A decorative photograph is genuinely allowed to have none, and filling those in would be a week of work for no gain.

The 59 that appear on content pages are the ones worth doing: the homepage, the sector pages, the sponsor and partner logos, the article headers, the Korean and Turkish pages, and the visa page.

Where to change it

Strapi → Media Library → the image → Alternative text

Why it matters

Every visitor downloads these at full size, including anyone on a phone using mobile data at the show. It is the single biggest thing slowing the site down, and Google counts page speed when it decides where to rank you.

Anything over 100 kB is worth compressing, and a full-width image rarely needs to be wider than 1,920 pixels. The five below are the outliers — one of them is a 5.1 MB PNG, which is roughly fifty times what that image needs to be.

The site cannot shrink these by itself, so this is a re-upload in the Media Library rather than anything a developer can do.

Where to change it

Strapi → Media Library → re-upload a smaller version of the file

Why it matters

Every page has a web address, and normally it describes the page: /packaging-sector/, /visitor-guidelines/. These four never got one. Three Korean sector pages are sitting at /sectors/-1/, /sectors/-2/ and /sectors/-3/, and one article is still at the address it was created under.

All four are published, indexed and readable, and the three sector pages are real Korean-language content — 재료, 포장 및 장비 and 파마테크 — not placeholders. Your Turkish sector pages have proper addresses; the Korean ones simply never got theirs.

This needs a decision from you rather than an edit from us, because changing an address means the old one has to keep working. Tell us the new addresses and we will set up the forwarding at the same time.

Where to change it

Tell us which to keep — we will set up the forwarding for any you rename

Why it matters

Every page on the site loads a pop-up tool — the kind used for newsletter sign-up boxes and exit-intent offers. On this site it has never displayed anything, because the address expopharmtech.com was never registered against the account the tool belongs to.

So every page load fetches a script that does nothing, and every page quietly records an error. Visitors see nothing either way; there is no broken box on screen.

The choice is a business one, not a technical one. If the pop-ups are still wanted, the address needs registering in that account and they will start appearing. If they are not, we remove the tool and every page gets slightly faster.

Where to change it

Tell us to register the domain or to remove the tool