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Keywords and content may be the twin pillars upon which most search engine optimization strategies are built, but they’re far from the only ones that matter.
Less commonly discussed but equally important – not just to users but to search bots – is your website’s discoverability.
There are roughly 50 billion webpages on 1.93 billion websites on the internet. This is far too many for any human team to explore, so these bots, also called spiders, perform a significant role.
These bots determine each page’s content by following links from website to website and page to page. This information is compiled into a vast database, or index, of URLs, which are then put through the search engine’s algorithm for ranking.
This two-step process of navigating and understanding your site is called crawling and indexing.
As an SEO professional, you’ve undoubtedly heard these terms before, but let’s define them just for clarity’s sake:
- Crawlability refers to how well these search engine bots can scan and index your webpages.
- Indexability measures the search engine’s ability to analyze your webpages and add them to its index.
As you can probably imagine, these are both essential parts of SEO.
If your site suffers from poor crawlability, for example, many broken links and dead ends,...
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Published by: Book Club