Suppose you’ve just composed the most objectively useful, engaging and brilliant web content ever. Now suppose that content remained unseen and unheard of, never once appearing in search results. While that may seem unconscionable, it’s exactly why you cannot overlook website indexing.
Now, if you’re like most people, you might be saying to yourself (or perhaps out loud): “But I didn’t make any money… why should I care about website indexing?” While the above logic may seem equally appealing to some, it is simply counter to what search engines have been saying from the beginning: “If you build it, we will come.”
While we may not yet be able to tell you exactly how you’ll be making money and how it will come, we can explain why website indexing is so critical and how it impacts the success of your site.
You may think that today’s search results are the same as they were yesterday; however, those who didn’t know better would never believe that search results had evolved as much as they have over the past decade.
How Web Crawlers Index Content
Even for spiders, the web is a lot to navigate, so they rely on links to guide their way, pointing them from page to page.
Web crawlers use these links to find content on your site and then bring that content back to them for indexing. We’re not just talking about the pages returned in search results, but all the pages on your site. It’s about bringing all of your site content, not just what appears in search results, into one location where it can be indexed by spiders.
It’s important to note that there are lots of different types of spiders out there. Yes, they all bring back the same amount of information about your website that is included in search results; however, there are some differences between different types that may or may not impact how your site is indexed.
But the bottom line is that, without links, crawlers would never be able to find your content.
How Search Engines Use Link Indexing When Ranking Your Website
The goal of search engines is to provide users with the most relevant information on a specific topic. That’s why there are algorithms for determining how results are ranked. And that ranking depends on both relevance and authority. While relevance means that the content is actually about what the searcher typed into the search bar, authority is based on how many people have linked to your website. The more authoritative sites linking to you, the better your rankings will be in Google and Bing.
That sounds great, but there are still tons of sites out there that lack both relevance and authority. So would you really want to depend on search engines to place your site in the top results?
Now, don’t get us wrong… search engines do rank sites, but not all of them are equally ranked. And, if you were trying to be the “best” at ranking in Google or Bing for a broad range of keywords, it would be near impossible. The same is true if you were trying to be the best at ranking for one specific keyword. That’s why SEO has changed over the years to include the use of link-building techniques.
What makes link building so important is that there are two types of links that can be acquired: internal and external. Internal links go within your own website, while external links go to other websites. Link building aims to take advantage of both types of links in order to improve your search engine rankings.
Site-wide links are found throughout your website and, depending on the number of links, they may be a good indicator of link influence. However, a more effective way to build quality links to your website is through the use of deep links. By creating deep links within both your internal and external site pages, you can create a well-connected site that search engines love… one that will lead to higher rankings in Google and Bing.
Deep Link Indexing: A Key Component in SEO
Deep linking refers to linking from one page on your website to another within the same website. In layman’s terms, it means differentiating between internal and external links. For the most part, deep linking is done in order to create site-wide links which are great for SEO.
However, the benefits of deep linking go beyond just SEO. For example, internal link indexing makes it easy for your website users to navigate through your site. There’s no better way to connect with users than offering them clear communication and navigational tools.
No matter what your goals are for your site, it’s important to keep in mind that search engines award higher rankings to sites that use the most effective techniques to achieve their goals. That’s why you can’t afford to ignore deep linking.
Interested in reading more about ways to improve your business with a website? Shifting Your Business and Website – Thriving Post-Pandemic discusses how a website is necessary in the success of a business post-pandemic.
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