SQL Server stores data in 8K pages. The narrower your rows are, so, for example, if you had a table that was just simply an integer in a varchar, the more rows will fit on a single page. SQL Server reads those pages off of disk and into memory in order to service your queries and every other operation in the database.What that means is, the more rows you have on a given page, the fewer pages that are going to be needed to service a given query.
If you make your rows a lot wider, you’re going to have a lot more what are known as page splits, that’s where pages split across rows, and increased fragmentation.
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