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Title says it all. Assuming that you're talking about similar content (let's say, widgets), which is better: using within-page links for variations or using separate pages? I.e., do we have a widget page and then do in-page links to describe green, blue, and red widgets, or separate pages for each type of widget? In-page pro: more content on a single page, thus more keywords, key phrases, and general appearance of real content. In-page con: Jakob Neilsen says they're confusing. Also, for SEO, you only get one page title, rather than a separate page title for each. My personal bias is for in-page, since I hate creating dozens of short pages for what could be on one page, but my suspicion is that separate pages are better for SEO.

Hello, I'm in a professional services industry. My services, and my competitors' services, can be broken down into about 20 categories or so. Most of my competitors have 50–100 pages describing their services, pages all cross-linked with appropriate anchor texts, but pages that have a lot of duplicate (though rewritten) content. That is, each individual page is pretty shallow, but they create the structural appearance of a lot of relevant content. Should I do the same, or should I just stick to the 20 categories with a handful of cross-links as necessary? This will allow me to get more relevant keywords on the page, and will likely be easier for the user, but might make Googlebot think the site isn't as deep, and it might affect my ability to do as many internal anchor text links.