Rows with varchar columns can experience expansion when varchar values are updated with a longer string.  In the case where the row cannot fit in the existing page, the row migrates and access to the row will traverse a pointer.  This only happens on heaps (tables without clustered indexes). Evaluate clustered index for heap tables.  In cases where clustered indexes cannot be used, drop non-clustered indexes, build a clustered index to reorg pages and rows, drop the clustered index, then recreate non-clustered indexes.