Although Google crawls billions of pages, it's inevitable that some sites will be missed. When our crawlers miss a site, it's frequently for one of the following reasons:. Google is a fully automated search engine that uses web crawlers to explore the web constantly, looking for sites to add to our index; you usually don't even need to do anything except post your site on the web.
In fact, the vast majority of sites listed in our results aren't manually submitted for inclusion, but found and added automatically when we crawl the web. Learn how Google discovers, crawls, and serves web pages. We offer webmaster guidelines for building a Google-friendly website.
While there's no guarantee that our crawlers will find a particular site, following these guidelines can help make your site appear in our search results. Google Search Console provides tools to help you submit your content to Google and monitor how you're doing in Google Search.
If you want, Search Console can even send you alerts on critical issues that Google encounters with your site. Sign up for Search Console. The rest of this document provides guidance on how to improve your site for search engines, organized by topic. You can also download a short checklist in PDF format.
The first step to getting your site on Google is to be sure that Google can find it. The best way to do that is to submit a sitemap. A sitemap is a file on your site that tells search engines about new or changed pages on your site. Learn more about how to build and submit a sitemap. Google also finds pages through links from other pages. Learn how to encourage people to discover your site by Promoting your site. A robots. This file, which must be named robots. It is possible that pages blocked by robots.
You may not want certain pages of your site crawled because they might not be useful to users if found in a search engine's search results. If you do want to prevent search engines from crawling your pages, Google Search Console has a friendly robots. Note that if your site uses subdomains and you wish to have certain pages not crawled on a particular subdomain, you'll have to create a separate robots.
For more information on robots. Read about several other ways to prevent content from appearing in search results. It only instructs well-behaved crawlers that the pages are not for them, but it does not prevent your server from delivering those pages to a browser that requests them. One reason is that search engines could still reference the URLs you block showing just the URL, no title link or snippet if there happen to be links to those URLs somewhere on the Internet like referrer logs.
Also, non-compliant or rogue search engines that don't acknowledge the Robots Exclusion Standard could disobey the instructions of your robots. Finally, a curious user could examine the directories or subdirectories in your robots. In these cases, use the noindex tag if you just want the page not to appear in Google, but don't mind if any user with a link can reach the page. For real security, use proper authorization methods, like requiring a user password, or taking the page off your site entirely.
When Googlebot crawls a page, it should see the page the same way an average user does. For optimal rendering and indexing, always allow Googlebot access to the JavaScript, CSS, and image files used by your website. If your site's robots. This can result in suboptimal rankings. It will allow you to see exactly how Googlebot sees and renders your content, and it will help you identify and fix a number of indexing issues on your site. Choose title text that reads naturally and effectively communicates the topic of the page's content.
A page's meta description tag gives Google and other search engines a summary of what the page is about. A page's title may be a few words or a phrase, whereas a page's meta description tag might be a sentence or two or even a short paragraph. Meta description tags are important because Google might use them as snippets for your pages in Google Search results. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query.
Adding meta description tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet.
Learn more about how to create quality meta descriptions. Write a description that would both inform and interest users if they saw your meta description tag as a snippet in a search result. While there's no minimal or maximal length for the text in a description meta tag, we recommend making sure that it's long enough to be fully shown in Search note that users may see different sized snippets depending on how and where they search , and contains all the relevant information users would need to determine whether the page will be useful and relevant to them.
Having a different meta description tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain for example, searches using the site: operator. If your site has thousands or even millions of pages, hand-crafting meta description tags probably isn't feasible.
In this case, you could automatically generate meta description tags based on each page's content. Use meaningful headings to indicate important topics, and help create a hierarchical structure for your content, making it easier for users to navigate through your document.
Similar to writing an outline for a large paper, put some thought into what the main points and sub-points of the content on the page will be and decide where to use heading tags appropriately. Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins.
Structured data is code that you can add to your sites' pages to describe your content to search engines, so they can better understand what's on your pages. Search engines can use this understanding to display your content in useful and eye-catching ways in search results.
That, in turn, can help you attract just the right kind of customers for your business. For example, if you've got an online store and mark up an individual product page, this helps us understand that the page features a bike, its price, and customer reviews. We may display that information in the snippet for search results for relevant queries. We call these rich results. In addition to using structured data markup for rich results, we may use it to serve relevant results in other formats.
See a full list of supported content types. We recommend that you use structured data with any of the supported notations markup to describe your content. Once you've marked up your content, you can use the Google Rich Results test to make sure that there are no mistakes in the implementation. If you want to give structured markup a try without changing the source code of your site, you can use Data Highlighter , which is a tool integrated in Search Console that supports a subset of content types.
If you'd like to get the markup code ready to copy and paste to your page, try the Markup Helper. The various Rich result reports in Search Console shows you how many pages on your site we've detected with a specific type of markup, how many times they appeared in search results, and how many times people clicked on them over the past 90 days.
It also shows any errors we've detected. Correct structured data on your pages also makes your page eligible for many special features in Google Search results, including review stars, fancy decorated results, and more. See the gallery of search result types that your page can be eligible for. Search engines need a unique URL per piece of content to be able to crawl and index that content, and to refer users to it. Different content for example, different products in a shop as well as modified content for example, translations or regional variations need to use separate URLs in order to be shown in search appropriately.
The hostname is where your website is hosted, commonly using the same domain name that you'd use for email. Google differentiates between the www and non-www version for example, www. Path, filename, and query string determine which content from your server is accessed. The hostname and protocol are case-insensitive; upper or lower case wouldn't play a role there.
A fragment in this case, info generally identifies which part of the page the browser scrolls to. Because the content itself is usually the same regardless of the fragment, search engines commonly ignore any fragment used.
The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the website owner thinks is important.
Although Google's search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site. All sites have a home or root page, which is usually the most frequented page on the site and the starting place of navigation for many visitors. Unless your site has only a handful of pages, think about how visitors will go from a general page your root page to a page containing more specific content.
Do you have hundreds of different products that need to be classified under multiple category and subcategory pages? A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page usually the root page as the first, leftmost link and list the more specific sections out to the right.
We recommend using breadcrumb structured data markup when showing breadcrumbs. A navigational page is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site.
Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it's mainly aimed at human visitors. Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure.
Make sure all of the pages on your site are reachable through links, and that they don't require an internal search functionality to be found.
Link to related pages, where appropriate, to allow users to discover similar content. Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site.
When using JavaScript to create a page, use a elements with URLs as href attribute values, and generate all menu items on page-load, instead of waiting for a user interaction. Include a simple navigational page for your entire site or the most important pages, if you have hundreds or thousands for users.
Create an XML sitemap file to ensure that search engines discover the new and updated pages on your site, listing all relevant URLs together with their primary content's last modified dates. Users will occasionally come to a page that doesn't exist on your site, either by following a broken link or typing in the wrong URL.
Having a custom page that kindly guides users back to a working page on your site can greatly improve a user's experience. Consider including a link back to your root page and providing links to popular or related content on your site.
Creating descriptive categories and filenames for the documents on your website not only helps you keep your site better organized, it can create easier, friendlier URLs for those that want to link to your content. Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words. If your URL is meaningful, it can be more useful and easily understandable in different contexts:.
Lastly, remember that the URL to a document is usually displayed in some form in a Google Search result near the document title. Google is good at crawling all types of URL structures, even if they're quite complex, but spending the time to make your URLs as simple as possible is a good practice. URLs with words that are relevant to your site's content and structure are friendlier for visitors navigating your site.
Use a directory structure that organizes your content well and makes it easy for visitors to know where they're at on your site. Try using your directory structure to indicate the type of content found at that URL. To prevent users from linking to one version of a URL and others linking to a different version this could split the reputation of that content between the URLs , focus on using and referring to one URL in the structure and internal linking of your pages. If you do find that people are accessing the same content through multiple URLs, setting up a redirect from non-preferred URLs to the dominant URL is a good solution for this.
Creating compelling and useful content will likely influence your website more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it.
This could be through blog posts, social media services, email, forums, or other means. Organic or word-of-mouth buzz is what helps build your site's reputation with both users and Google, and it rarely comes without quality content. Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic.
Anticipating these differences in search behavior and accounting for them while writing your content using a good mix of keyword phrases could produce positive results.
Google Ads provides a handy Keyword Planner that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report. Consider creating a new, useful service that no other site offers. You could also write an original piece of research, break an exciting news story, or leverage your unique user base.
Other sites may lack the resources or expertise to do these things. It's always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends.
Breaking your content up into logical chunks or divisions helps users find the content they want faster. New content will not only keep your existing visitor base coming back, but also bring in new visitors. Learn more about duplicate content. Designing your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results.
A site with a good reputation is trustworthy. Cultivate a reputation for expertise and trustworthiness in a specific area. Provide information about who publishes your site, provides the content, and its goals. If you have a shopping or other financial transaction website, make sure you have clear and satisfying customer service information to help users resolve issues.
If you have a news sites, provide clear information about who is responsible for the content. Using appropriate technologies is also important. Keyword stuffing is the practice of loading an article with keywords but at the expense of the content.
Search algorithms are always evolving to return relevant and valuable content to a searcher. As such, content quality should always trump keywords. As mentioned, your target audience is important in this process. Imagine that you did everything in your power to optimize a page so that it shows up as one of the top search results, only to discover that people who search the terms in your content are looking for something else.
As with any specialized field, SEO can be tricky, and it can take some practice to become good at it. That said, tools exist that can enable anyone to become an SEO professional, even without the expertise.
Using the tips above, you can optimize your keyword strategy to reach your target audience, possibly increasing organic traffic and sales. Check out the following FAQs for more information.
The basic process is to choose words or phrases that align with your content. From there, you can research these words and phrases by utilizing a search engine, free online tools, or platforms such as Semrush. SEO tools can provide you with additional keywords and their associated metrics, which can help you zero in which keywords will best work for your content. Including keywords in titles, headers, subheaders, title tags, meta descriptions, image tags, and alt text are often good practices.
Keywords should also be sprinkled throughout the body of the content, and including primary keywords near the top will usually rank a page higher. There is no exact answer to this. You should have at least a handful of target keywords and use them whenever it makes sense. Choosing the best keywords can also help you better target your audience.
Find Keywords for Your Site 3. Map Your Keywords 4. Add Keywords to Your Site 5. Avoid Keyword Stuffing 6. Enjoys monitoring SERP volatility. You can find me reading Tolkien in the far north of Norway. Sorry, no results have been found, please try other search criteria.
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