Pharmtech & Ingredients

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 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. Why Exhibit and Exhibitor Enquiry are the two pages that turn a search into a booking, so this is the first thing to do on the list.

Where to change it

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

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, 15,242 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

These are links out to other organisations’ websites. Each one has since been taken down at the far end, so anyone following it lands on an error page rather than the hotel, pavilion or catalogue they expected.

Plan Your Travel is the one to do first. Three of the eight are there, and it is the page someone opens once they have already decided to come — a booking button that fails costs a room and is the last impression they take away from the site. Two of the three now have working replacements at the hotels’ own addresses, listed below.

The rest sit inside older articles and on About Us. They are lower priority, but each is a visitor sent to a dead end under your name.

Where to change it

Strapi → the page or article → the link → replace or remove the address

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 what Google has to go on when deciding what an image is.

The VK, YouTube, LinkedIn and Instagram icons at the bottom of every page have that field empty. Because the icon is the only thing inside each link, there is nothing else to read: someone using a screen reader hears four links in the footer with no idea where any of them go.

This is four edits in the Media Library and it is the best-value job on the whole list. The description lives on the file rather than the page, so filling in four fields corrects the image on all 281 pages that carry the footer — 1,124 places in one go — and fixes the screen-reader problem across the whole site at the same time.

Where to change it

Strapi → Media Library → each of the four images → Alternative text

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-nine of these have none at all, so they fall back to the homepage’s sentence about the November show. Someone searching for stand information currently reads a line about networking with 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.

Aim for 120–155 characters. 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

Three of these are reference and demo pages built while the site was under construction. Two still carry Lorem ipsum — the Latin placeholder text used to fill a layout before the real words arrive — and the Dynamic Block page has fourteen buttons that lead nowhere at all.

The other three are the confirmation pages people see after submitting a form. Somebody finding one of those in a search result lands on a thank-you message for a form they never filled in, which is a strange first impression and does nothing for you.

All six are published and all six are listed in the sitemap, which is the file that invites Google to index a page. Ticking No Index removes each one from search and drops it from the sitemap automatically, in a single step. Nothing else on the site links to them, so nothing breaks.

Where to change it

Strapi → the page record → SEO → tick No Index (or 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.

Please compare the two before you delete either. On three of these four pairs it is the “-1” copy that has a summary written for it and the original that does not, so the obvious-looking choice is the wrong one.

Where to change it

Strapi → Articles → unpublish the copy you are not keeping

Why it matters

We asked you for these in August and described them as the biggest job on the list. That has changed, and we want to be straight about why.

Every article has an Excerpt field — one or two sentences summarising it. On 111 of your 195 articles that field holds a single space character, so it looks filled in inside Strapi and reads as blank everywhere the site uses it. We have since traced this to a fault in our own code, and we are fixing it: once the fix is out, those 111 articles will generate their Google descriptions automatically from the text already written in the body. That part is off your list.

What our fix does not do is fill the visible spaces. The Excerpt is also the preview line on every article card in your listings, the standfirst under the headline on the article itself, and the text that travels with the article when somebody shares it. On those 111 articles all three are blank today and will stay blank. So the job is still real — it has simply moved from urgent to worth doing when you are in the article anyway.

Where to change it

Strapi → the article → Excerpt

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 103 links still use the old form, and each one takes the visitor through a forwarding step before the real page appears. 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. Nine others are empty Heading 1 lines with nothing in them but a space, which is what pasting out of Word usually leaves behind — invisible on the page, but Google still reads them.

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 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 largest here is a 5.1 MB PNG, 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. It is housekeeping, not urgent, and it is best done gradually — when you next edit a page, resize its images while you are there.

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 working 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, because the system could not build a web address out of Korean characters.

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. Visitors see nothing either way; there is no broken box on screen. It is simply an extra request on all 269 pages, buying you nothing.

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