How to Improve Your Website Crawling and Indexing for Organic Search Rankings

byOlusegun Abel -

Online business is taking the world by storm. This is one of the benefits that came with the digital evolution that the Internet birthed. Virtually all businesses today cannot do without an online presence. The use of websites, social media, blogs and listings are top of how individuals and businesses maintain and sustain their presence online.

Are you struggling with your content getting noticed in the search engines? Have you been wondering why your website or blog is not getting good organic traffic? Do you want to increase the visibility and organic search rankings of your blog or website on Google? If you answered yes, worry no longer! This blog post will explain in simple terms practical suggestions that will help address these issues about websites & blogs and fix the problems.

How Google Rank Website or Blog

When it comes to understanding how Google ranks websites or blogs, there are three important keywords to consider: crawling, indexing, and ranking.

➡ Crawling: This is Google's way of exploring the internet. It involves Google's automated software, known as crawlers or spiders, visiting web pages and following links to discover new content. These crawlers start with popular websites and gradually move to other pages through links. They collect information about each web page they visit, including the content, URL, and other details. Think of crawling as a process of Google's bots scanning the web to find new information.

➡ Indexing: This is the way Google organises and stores the information it gathered after the crawling process. Indexing is like creating an organised library catalogue. Google's algorithms analyse the collected information and create a searchable index of all the web pages they found. This index is like a massive database containing information about the content and relevance of each web page. When you search for something on Google, it quickly retrieves relevant results from this indexed database.

➡ Ranking: This refers to the process of determining the order in which search results appear when you search for something on Google. Google uses various factors and algorithms to rank web pages based on their relevance and quality. These factors can include the content's relevance to the search query, the website's credibility, user experience, and many more. Google aims to present the most helpful and reliable information to users, so the pages that meet these criteria are typically ranked higher in search results.

In other words, Google's process of ranking websites or blogs involves crawling, where Google's bots explore the web and collect information about different web pages. The collected data is then indexed, creating a searchable database. Finally, the ranking process determines the order in which search results appear based on the relevance and quality of the web pages.

Practical Suggestions

To be successful in your online business success quest, you will need to increase your search engine visibility on Google by enhancing the crawling and indexing of your website or blog and its contents. Here are some practical suggestions that may help:

◼ Optimise website structure

◼ XML sitemap

◼ Robots.txt file

◼ URL structure

◼ Metadata optimisation

◼ Keyword optimisation

◼ Quality content

◼ Internal linking

◼ Mobile-friendly design

◼ Page load speed

◼ Social media integration

◼ Monitor crawl errors

1. Optimise website structure

Optimising website structure refers to the process of organising and arranging the various elements of a website in a way that enhances its usability, search engine visibility, and overall user experience. This involves ensuring that the navigation and menu system is intuitive and easy to use, allowing visitors to find the information they need quickly and efficiently. For example, a well-optimised website structure might include a clear and logical menu hierarchy with relevant categories and subcategories, enabling users to navigate seamlessly between different sections of the site.

One other key important aspect of optimising website structure that should not be overlooked is creating a URL structure that is both user-friendly and search engine-friendly. This involves using descriptive and concise URLs that provide a clear indication of the content of the page. Let's say, a website selling shoes might have a URL structure like "yoursite.com/shoes/men/sneakers" instead of "yoursite.com/index.php?id=12345." By incorporating relevant keywords into the URLs, the website becomes more easily discoverable by search engines, which can lead to improved search rankings and organic traffic.

2. XML sitemap

An XML sitemap is a file that helps search engines understand the structure and content of a website. It serves as a roadmap that lists all the important pages on a site, making it easier for search engines to crawl and index them. For instance, let's say you have a website with different sections like home, about, products, and contact. The XML sitemap would contain URLs for each of these pages, along with additional information like when they were last updated.

In other words, an XML sitemap acts as a cheat sheet for search engines, providing a concise summary of all the essential pages on a website. It helps search engines navigate and discover content more efficiently, which can improve the visibility and ranking of a website in search results. By including an XML sitemap on your site, you ensure that search engines don't miss any important pages, and they can easily determine the relevance and importance of each page based on the provided information. Create an XML sitemap and submit it to search engines like Google.

3. Robots.txt file

The robots.txt file is a text file that website owners create to give instructions to web robots or "bots" about which parts of their site should be crawled and indexed by search engines. It serves as a guide for search engine crawlers to understand what content they are allowed or not allowed to access. For example, if a website has certain pages or directories that should not be indexed by search engines, the website owner can specify those exclusions in the robots.txt file. This helps in preventing sensitive or irrelevant information from appearing in search engine results.

The robots.txt file consists of a set of directives that specify the rules for web robots. These directives include "User-agent" and "Disallow." The "User-agent" identifies the specific robot or search engine to which the rule applies, while "Disallow" indicates the parts of the website that should not be crawled. For instance, if a website wants to prevent all web robots from accessing a directory named "/private," the robots.txt file may include the following directive: "User-agent: * Disallow: /private." This informs all web robots that they should not crawl any content within the "/private" directory. Check your website's robots.txt file to ensure that it's not blocking search engine crawlers from accessing important pages. Make sure that necessary directories and pages are accessible to crawlers.

4. URL structure

URL structure refers to the arrangement and organisation of characters that make up a web address. It plays a crucial role in optimising a website for search engines and user experience. A well-structured URL provides information about the content of a webpage and makes it easier for search engines to understand and index the site. For example, consider the URL "https://www.yoursite.com/blog/how-to-create-a-website." In this case, the URL structure is divided into different sections, such as the domain name ("www.yoursite.com"), the directory ("blog"), and the specific page ("how-to-create-a-website").

A clear and logical URL structure has several benefits. Firstly, it helps search engines identify the topic and relevance of a webpage, as keywords related to the content are often included in the URL. Secondly, it enhances user experience by providing a descriptive and memorable web address. Users can understand the content of a page just by looking at its URL. Also, a well-structured URL is easier to share, both online and offline, and can improve the click-through rate on search engine results pages (SERPs). Therefore, it is important to create URL structures that are concise, descriptive, and include relevant keywords.

5. Metadata optimisation

This refers to the process of improving the metadata associated with a piece of content or information to enhance its visibility, relevance, and overall performance in search engines or other digital platforms. By carefully crafting and refining metadata elements such as titles, descriptions, tags, and keywords, content creators can improve the chances of their content being discovered by the right audience. 

For instance, a photographer optimising the metadata for an image may include relevant keywords like "sunset," "landscape," and "vibrant colours" to attract viewers searching for those terms. Effective metadata optimisation can significantly impact the visibility and reach of digital content, leading to increased engagement and potential conversions. Optimise the meta tags, including the title tag and meta description, for each page. Make sure they are unique, relevant, and contain keywords that accurately describe the content of the page.

6. Keyword optimisation

This is the process of strategically selecting and incorporating relevant keywords within a piece of content to improve its visibility in search engine results. By identifying and using the most popular and relevant keywords in a particular industry or topic, content creators aim to enhance their website's ranking and attract more organic traffic. For instance, if a company sells running shoes, they would want to include keywords like "best running shoes," "athletic footwear," or "performance sneakers" throughout their website content to target potential customers searching for those terms. 

Effective keyword optimisation helps search engines understand the content better and increases the chances of a webpage being displayed prominently in relevant search results. Therefore conduct keyword research and incorporate relevant keywords naturally into the content of your website. Avoid keyword stuffing, as it can negatively impact your website's ranking.

7. Quality content

Quality content refers to information or material that is valuable, reliable, and well-crafted. It is content that is carefully created to meet certain standards and provide a positive user experience. For example, a blog post on cooking tips that offers practical advice includes vivid images and is written engagingly can be considered quality content. Such content is crucial for attracting and retaining an audience and is often prioritised by search engines for higher rankings. Focus on creating high-quality, original, and engaging content. This not only improves user experience but also attracts search engine crawlers. Regularly update and add fresh content to keep the site active and encourage indexing.

8. Internal linking

Internal linking is the practice of connecting different pages or sections within a website through clickable links. These links are created using specific keywords or phrases that are relevant to the content being linked. For example, if a blog post mentions a related topic, an internal link can be added to direct readers to another relevant article on the same website. Internal linking helps users navigate a website easily and also assists search engines in understanding the structure and hierarchy of the site. 

By strategically placing internal links, website owners can improve user experience, increase page views, and enhance their website's overall SEO performance. Apply a strong internal linking structure within your website. Link relevant pages together using descriptive anchor texts. This helps search engine crawlers discover and navigate through your website more effectively.

9. Use a mobile-friendly design

The use of Mobile-friendly design refers to creating a website or application that is easily accessible and visually appealing on mobile devices such as smartphones and tablets. It involves designing and optimising the layout, content, and features to ensure a seamless user experience on smaller screens. For example, a mobile-friendly design may include responsive elements that automatically adjust to fit different screen sizes, clear and easy-to-read text, and intuitive navigation menus. The key aspects of mobile-friendly design are accessibility, responsiveness, readability, and user-friendly navigation. Ensure that your website is mobile-friendly and responsive. With the increasing number of users accessing the internet via mobile devices, having a mobile-friendly design is essential for both user experience and search engine visibility.

10. Page load speed

This is the time it takes for a web page to fully load and display its content in a user's web browser. It is a crucial factor for user experience and search engine optimisation. For example, if a webpage takes too long to load, visitors may become impatient and leave the site. Key factors affecting page load speed include server response time, file sizes, and the number of requests made to load a page. Optimising these factors can improve the overall performance and responsiveness of a website, leading to a better user experience and higher organic search rankings. Do this by compressing images, minimising JavaScript and CSS files, and leveraging browser caching. A faster-loading website not only improves user experience but also encourages search engine crawlers to index your pages more frequently.

11. Social media integration

This is another way to improve your website's indexing strategies. It is the process of incorporating social media platforms into other online systems or applications. It allows users to connect and interact with social media networks directly from a different platform or website. For instance, imagine visiting a news website and seeing an option to share an article directly to your Facebook or Twitter account. This is a good example of social media integration, as it seamlessly combines the functionalities of different platforms to enhance user experience and facilitate the sharing of content across various social media networks. 

By integrating social media, users can easily interact with their favourite social media platforms without the need to switch between multiple applications or websites, making the sharing and dissemination of information more efficient and convenient. Integrate social sharing buttons on your website to encourage visitors to share your content on various platforms. This can increase the search engine visibility of your website and attract more traffic, which can ultimately lead to better crawling and indexing.

12. Monitor crawl errors

This refers to the process of regularly observing and keeping track of issues that occur when search engines attempt to access and analyse a website's content. These errors can prevent search engines from properly indexing and ranking web pages, leading to decreased visibility and traffic. For instance, if a webpage returns a "404 Not Found" error when a search engine tries to access it, that would be considered a crawl error. By monitoring crawl errors, website owners can identify and address these issues promptly, ensuring that their site is effectively crawled and indexed by search engines, thus improving its overall visibility and search engine rankings. Regularly monitor crawl errors in your website's Google Search Console or other webmaster tools. Fix any crawl errors promptly to ensure that search engine crawlers can access and index all the necessary pages. 

Remember, the process of getting your website to rank well in the search engines may not happen immediately but with patience and perseverance, it can be done. If these suggestions were implemented, you can enhance the crawling and indexing of your website, which can positively impact its visibility and organic search rankings.

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