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SEO & Marketing

Future of SEO: What SEO & Marketing Pros Need to Understand

By | seo advice for business


What’s Changing SEO:

The interconnectivity of SEO, technology, human behavior, media, machine, and mindset will change the game of SEO and online marketing.

SEO professionals are now required to become storytellers and professional marketers that not only can develop a search strategy, but can also communicate and sell a brand online.

The digital message must meet the user’s mindset and intent, and deliver what the searcher is seeking while building brand awareness in the long term.

What This Means for SEO Pros:

SEO pros must be intuitive in getting the right content to the right type of user, making it easily digestible, and inspiring.

Marketers need to:

  • Question the user experience.
  • Evaluate the target audience.
  • Consider how websites are optimized.
  • Consider the language and visuals used to connect with audiences.

All these elements are now factors of SEO.

How websites get the brand message across to users will help or hinder marketing efforts.

People want information fast because they are always on the go. They need websites and content that load fast and easily deliver what they seek.

The future of SEO is in understanding the user’s intent and the deeper layers of wants and desires that drive behaviors.

SEO professionals are now magicians that need to be able to empathize with humans and understand psychology to successfully deliver a full search strategy.

Considering what target audiences will actually search for and what compels them to interact with a brand and product will be necessary to fully engage audiences.

SEO pros may struggle in developing the consumer journey and being able to optimize for the different marketing goals.

Furthermore, understanding the generation differences, the values of different consumers, and the ultimate goal of consumers can help SEO partner with other marketing sectors to create a buyer’s journey and build brand awareness.

After all, once someone lands on a website, it takes great intelligence to get users to stay engaged, and remain loyal to the brand and product.

This gap is where SEO professionals will need to get creative and beyond thinking about search volume and targeting keywords. They will need to also integrate human behavior and look at the big business picture to execute a strategy that works.

Understanding that the searcher can only see what it believes and only find what it knows creates a new digital disconnect that only the searcher experiences and data can’t explain.

Brands must become cognizant of who they are speaking too and what they are trying to convey and attract.

The Future of SEO Must Consider Value-Driven Awareness:

Brands will need to become value-driven and purposeful in order to appeal to people, especially younger generations.

Without having brand awareness and a strong message, people won’t be motivated to visit the site, engage on social channels, click through to the site, or learn more about the company.

Marketers will need to understand target audiences and the why behind the actions. Perspective will become everything in order to tap into the user’s mind, wants, and needs.

Psychology teaches us that we create our own reality through the lens of our mind. You need to understand:

  • Consumers’ needs.
  • What drives them.
  • What causes them to search.
  • Their subconscious.
  • Their wants and values that govern their behaviors.

This is key for having long term followers and making an impact online.

Because without being able to communicate via a website, good content, and quality branding, you won’t win long term followers or create brand equity.

Innovation with Technology & AI Will Fuel Less Search & More Voice Activation:

In a world where we can find whatever information we want, you will have to discover what will ultimately grow a brand and create long-term consumers who actually care.

Brands that can appear more human, less corporate, and that hold underlying values for humanity will win.

People want to promote brands they align with. Naturally, they will share, buy, and engage with brands they stand for, beyond just having a product.

As technology evolves and new gadgets are created, the power of voice search is gaining new traction.

SEO pros will be challenged in adapting with technology and understanding how AI and more are actually driving a lot of what users see and connect with.

Because the machine already hears and knows what users talk about and mention, it will be imperative to have SEO pros help optimize creative campaigns and work with media teams to deliver successful messages and content.

Everything Now Is Driven by the User & Must Be Optimized to Meet Their Needs:

Technological advancements and AI are impacting everything about digital marketing and SEO. Marketers will need to understand machine learning and learn how the machine thinks and interprets language.

Understanding AI and technology and the interconnectivity of all things will help craft sustainable marketing strategies that survive the rise of AI.

Utilizing tech tools and understanding neurolinguistics and quantum physics can help businesses excel online.

Our human mind and emotions create reality and what technology mirrors back to us. We create our reality through what we think and feel, and this also drives our behaviors.

Understanding that devices and online technologies are reflections of our internal state allows SEO professionals to become powerful persuaders that need to understand humans in order to optimize for their needs.

Knowing that the user is the driver of technology and what shows up makes it even more valuable to optimize content and websites with creative messaging and proper language that can appeal to target audiences and get them to engage with the website.

SEO pros will need to understand the mind and how we can unify and utilize marketing strategies to deliver the best messages that actually inspire people to interact with brands and products, as well as support bigger missions that money, links, and Google search results cannot buy.

Without developing the creative aspects well, having a team help design the strategy and optimize the content and site and working with media, there will be a disconnect when trying to promote brands and products.

Teamwork is key if you want to solve the bigger SEO puzzles.

We Will Need to Think Like a Machine & Understand the Human Mind:

Because Google and all algorithms are developed by semantics and neural networks working together, it’s imperative we all not only understand how Google and technology are affecting us, but also how our own psyche creates our external reality, including:

  • How we search.
  • What we think.
  • What we click on.
  • How we act.
  • What we see.

Google gives the user information, however, it is up to the user to choose what it clicks on and responds to. What users don’t know and don’t believe in, they cannot find and won’t be inspired to click.

Google operates like the human mind. It takes into consideration the relationship between search keywords, neural networks, websites, links, and more.

Thus, the future of SEO requires marketers to:

  • Consider the brand as a whole.
  • Understand how they can sell the message to the right audience.
  • Fill in the gaps to educate users and get seen in the right channels.

Because no mind is alike, no user searches alike either. Everyone has different internal drives, perceives the world differently, and searches for different reasons.

SEO pros are now challenged to capitalize on deeper knowledge about:

  • How Google works.
  • How humans behave.
  • How powerful semantics and language correlate with one another to create SEO results.

SEO Must Be Utilized with Reverence to Build Trust & Deliver the Best Brand & Web Experience for Users:

The future of SEO will be brand integrity and utilizing partnerships and relationships to build credibility and popularity.

The importance of PR and gaining traction online through other websites and media hubs will be valuable for SEO success.

Real links from authorized sites and media outlets will help validate brands.

Creating links through credible media sources and showcasing companies online with PR efforts will help brands seem more appealing and credible through the lens of both machines and humans.

One thing is for sure, if SEO and marketing pros are unwilling to adapt, get curious, and live with an open mind, they won’t be able to keep up with technology.

The future of SEO is brand awareness – driving messages that can connect to audiences in bigger, long-term, ways.

In a world where we all are craving a global change, more unity, more equality, more freedom, and more happiness, we all can collaborate to build marketing initiatives and utilize tech and media to truly inspire people and the planet.

Brands and marketers have a huge responsibility to not only get ranked in Google, but also to:

  • Convey a bigger story that can relate to humanity.
  • Inspire new generations.
  • Help companies be seen in more humanized ways rather than sounding like a sales pitch or product.

Without believing in the imagination and believing in our own ability to connect and captivate audiences through creativity, we will miss the bigger picture of what marketing is and how to really portray a meaningful story that doesn’t just sell but shows a bigger vision.

SEO and marketing pros will be challenged to shift perspectives and even produce sustainable content that can drive users to websites and truly build brand loyalty across different platforms and more.

More Resource:

Point Audit for Getting Started with Local SEO

By | seo advice for business

Local SEO ranking factors are still a black box for many companies that value local traffic.

Nobody actually knows what Google values. But studies and experience can reveal what is having an impact on ranking and placing in the coveted local pack.

According to Moz’s 2018 local search ranking factors survey, there are some changes to the importance of off-site factors.

Google My Business listings are more important, links are “working as well as ever,” and reviews are more important now than in 2017.

Meanwhile, the full report still lists on-site factors such as keyword relevance, mobile-friendly design, and volume of quality content on the website are all some of the most important factors.

Look at my last article for Search Engine Journal for my personal pick of the top 25 local search rank signals.

Checklist: On-Site SEO:

1. Optimized Home, About & Contact Pages:

Make sure you have – and have optimized – your Home, About, and Contact pages to contain location information.

It’s shocking how often someone will miss optimizing local on at least one of these pages.

Tip: Put the name, address, and phone number (NAP) for all of your locations on the contact page.

Optimized Home, About & Contact Pages

2. Optimized Footer:

Speaking of NAP, you should put this vital information is in the footer of your website, as well.

If you have multiple locations, you can list all of them.

Tip: Optimizing your footer with other content such as calls to action can increase conversion rates up to 50%.

3. Clickable Mobile Phone Numbers:

Some mobile platforms make phone numbers automatically clickable, but others don’t.

Boost your phone conversions by following Google’s guidelines for making your on-site phone numbers clickable.

Tip: Consider adding a button that links to a phone number in addition to the number itself to increase usability.

4. Consistent NAP:

This is subtle but important.

Make sure your NAP is consistent across your site and across all off-site resources (more on that later).

For example, “1234 Anywhere Street” and “1234 Anywhere St.” mean the same thing to most people, but can muddy up your SEO if you use them interchangeably.

Tip: You can use tools like Moz Local to audit this.

Consistent NAP

5. Structured Data Markup:

Following from the previous point, you should make sure your site has structured data markup including all relevant information like your hours, departments, and NAP.

Tip: Google provides a tool to test your structured data markup.

6. Google Search Console:

Google Search Console is a free tool that lets you gain insight into how many people reach your site and by what means they got there.

It also alerts you to technical errors that can hinder your site from ranking well on Google.

Add your site and make sure it checks out.

7. Bing Webmaster Tools:

Bing Webmaster Tools is Microsoft’s alternative to the Google tool above.

With an estimated 20% U.S. market share in search, you shouldn’t neglect setting up your site with Bing’s tool.

8. Optimized URLs:

Make sure your page names and URLs contain location words.

Tip: Use a consistent and user-friendly system for all location and regional pages you create (see below).

Optimized URLs

9. Optimized Title Tags:

Instead of having more generically SEO’d title tags, include location words. Ensure that your title tags are fewer than 60 characters, as well.

Tip: Use Google Keyword Planner to help find more relevant keywords.

10. Optimized Descriptions:

Aside from making people want to click on your pages, your descriptions should also contain location words. Make sure they’re around 160 characters or less.

Tip: Avoid keyword stuffing in descriptions. Make them useful for human visitors.

11. Image Tags:

You can use image optimization for local as well.

Besides photos of locations, you should also tag logos on appropriate pages with a geo term, as well.

12. Mobile Friendly / Responsive:

This is a huge part of optimizing for local search is capturing mobile traffic.

Aside from being a search signal, having a mobile-friendly website increases usability greatly.

Tip: When creating your mobile web design, make sure the NAP has high visibility and is consistent with desktop versions.

13. Location Pages:

Most businesses with multiple locations should still only have one website, but you should still have a specific page for each location.

Tip: This is an easy place to get inconsistent with NAP. I like to use a spreadsheet to have a “canonical” version of all contact information across multiple locations.

14. Regional Pages:

If your business locations are spread out across multiple states and regions, you should also have regional pages.

Tip: A logical sitemap or outline will help you structure your content.

15. Embed Google Maps:

Make sure you have embedded Google Maps in your contact, location, and regional pages.

While it may not help SEO as much as it used to, it still creates a great user experience.

Embed Google Maps16. More Local Pages:

Your general content strategy can vary depending on how your business works – if you’re just a straight-up local business with a few locations or a national business with many locations.

If you’re still struggling to come up with more local content and you’re the former, consider adding pages targeting major cities that are proximate to your locations.

Tip: When adding more local pages, make sure the content does not duplicate other content on your site.

17. Local Links Out:

This is a local version of standard good SEO practices.

Having a high-quality, diverse set of outbound links is good for your search rankings.

Where relevant, you can link out to local resources like state, county, and city offices, other local businesses, or other relevant places.

Tip: Publicizing events and charitable activities is an easy way to get local links from media and other sites.

Local Links Out

18. Press Section:

Even if your business isn’t regularly making the news, having a section for company news is an easy way to generate unique, high-quality content that can be highly localized.

19. Guides & How-Tos:

Generating guides and how-to pages is another easy way to make desirable local pages.

Even the most B2B-centric businesses can generate some guides that have a lot of localization.

Tip: You can create extensive content in this area and use bits and bites of it to fuel social media.

20. On-Site Blog:

Blogging might seem like a relic, surpassed by the speed and ease of use that social media offers. But it’s still a useful tool to generate quality content on specific topics, which helps get valuable inbound traffic.

Tip: Stay consistent and varied. Unless you have a very niche site, you should cover varied subtopics to capture more search.

21. Powerful Calls to Action:

The goal isn’t just to get traffic to the site. You want it to convert.

Make sure your calls to action are powerful, and where relevant are location-specific.

Tip: You can create extensive content in this area and use bits and bites of it to fuel social media.

22. Update Frequently:

Make sure your content is fresh and that the Last Modified date on search results page reflects that.

Even if you’re ranking for local, users are much more likely to go to a site that has been recently updated.

Tip: Here’s a guide for updating Last Modified on WordPress.

23. Optimized H1 and H2 Tags:

Your meta tags and body copy are optimized for mobile. Make sure your H1 and H2 tags are, as well.

24. Load Time:

Does your site load quickly? How about on mobile?

Again, as much local traffic is mobile-based, having a fast load time is crucial.

Tip: Page load speed is a signal for desktop and mobile search ranking on Google.

25. Internal Site Structure:

A final on-site thing to look at: as you’ve generated many pages of local content, your site can get unwieldy.

You’ll want to check on your site structure to make it comprehensible to both human visitors and search engines, alike.

Checklist: Off-Site SEO:

So you’ve done all or most of the above. You’re on relatively even footing with most other business sites out there, but if you want to excel in local search, then continue on to these more niche items.

1. Google My Business:

This is by far the most important off-site SEO thing to check when setting up your local SEO.

As per the latest Moz Local Search Rankings survey, Google My Business (GMB) comprises 25% of the most important ranking factors for getting on the Google local pack.

Make sure you’ve claimed your business, set up the NAP and hours, and selected the right categories for your business. GMB is going to be the hub for much off-site activity.

Tip: Here is a good guide for setting up your GMB listing.

2. Bing Places For Business:

Bing Places for Business is Microsoft’s analog for GMB. Claim your business and set up the NAP here, as well.

Tip: Don’t neglect Bing. Despite its low mindshare, it is the default search engine for Windows users.

3. Facebook:

Even though it’s facing more backlash than ever, Facebook is still showing amazing growth and revenue figures.

You need to be there from a business perspective.

Tip: Make sure your page has consistent NAP, hours, and website.

4. Google Local Pack:

The Google Local Pack (formerly with seven, three, and now sometimes four listings) is the most important place to be in local search – even the first organic listing, as it appears above them.

To get into the local pack, you need to properly set up your GMB and have a strong online presence (hint: follow this checklist).

If and when you are on the pack, make sure your info is correct as you’ll have increased visibility.

Google Local Pack

5. Set Up Review Sites:

To garner reviews (mostly positive, let’s hope) in the first place, make sure your business is listed on as many relevant ones as possible.

These include Yelp, Angie’s List, and BBB.

Tip: Again, make sure your NAP, website, and hours on all review sites are consistent.

6. Check Your Existing Reviews:

Use an online reputation tool like Brand Yourself to search your brand name and comb through your reviews.

You want to address any negative reviews – this actually helps as a search signal.

Also, reviews are huge in local SEO. The oft-mentioned Moz Local Search Ranking Factors study has them at over 15% of the important signals.

Tip: Don’t just respond defensively to negative reviews. Consider reaching out personally to see how the customer was affected and try to resolve their problem.

7. Inbound Links Portfolio:

It’s the same as regular SEO; you want a variety of inbound links that are relevant, are authoritative, and gained organically.

This will help your rankings for searches with or without local intent.

8. Local Links In:

In addition to a standard high-quality inbound link portfolio, getting links from local sources is important for local SEO.

If you’ve followed along with the on-page checklist, then some good local link sources would be blog posts, fundraiser pages, events, and press or news posts.

Tip: Getting these links with local keyword anchor text can be invaluable if you have any control over it.

9. Social Listings:

Every business should probably be on Facebook, but probably not on every social platform. Consider your business and the demographics of different platforms and make accounts/listings for every relevant one.

Tip: If you’re considering paid campaigns, most social platforms still have underpriced attention.

10. Online Directories & Citations:

Make sure you’re listed with consistent NAP, website, and hours on directories like YP, Foursquare, and Yahoo Localworks.

11. Maps:

Make sure your business is listed on all mapping resources.

GMB and Bing Places for Business should take care of Google and Bing Maps, but there are other online mapping services with their own submissions, like Apple Maps MapQuest, RoadTrippers, and Waze.

Tip: Keeping exactly specific NAP is essential for these listings.

12. Engage Influencers:

Paid influencer campaigns are sometimes looked down upon, but they’re underpriced channels for attention.

Even if you don’t go down the paid influencer rabbit hole, positively interacting with influencers in your space grows your network.

Tip: Here’s a good crash course on launching an influencer marketing campaign.

13. Local Brand:

This point straddles some of the on-site factors and local links point above.

If at all possible, try to focus on building your local brand, whether it’s through events, a separate marketing initiative, or branded content. This is an invaluable source of links and traffic, which both help immensely.

Tip: Building a brand often means not selling – at least upfront.

14. Truly Great GMB Photos:

This is part of setting up your GMB, but it bears calling out separately.

If your business’ photos on GMB aren’t extremely high quality, your listing will suffer.

Truly Great GMB Photos

15. Google Posts:

You can make posts directly through GMB with news, events, and products. These can appear in Google Search and Maps.

Tip: It’s a best practice to add a compelling piece of media to your posts.

16. Google Q&A:

At the end of 2018, Google added the ability to add Q&A rich results to your website.

Even though it’s technically an on-site type of thing, actually answering Q&As will be an off-site activity that can add much value for your customers and ranking factors.

17. Google Reviews:

This point also straddles the on-page and off-page concept.

You should encourage customers to leave reviews on Google (and obviously also offer a good customer experience).

Reviews explicitly on Google have the most effect for ranking.

Tip: Here’s some advice on getting customers to leave positive reviews.

Google Reviews18. Active GMB Management:

By generally following the above advice, you’ll be on the way to managing GMB well, but this deserves a special shoutout.

By staying active on GMB – answering questions, responding to reviews, making posts – it seems like you improve factors for ranking.

19. Industry-Specific Websites:

Make sure you are listed on all the industry-specific websites where people are searching.

For example, if you’re in the hotel industry, you need to be listed on online travel agencies and be integrated as a hotel on Google.

Tip: If you’re unsure if this applies to you, examine several typical ways customer funnels to see what intermediaries there are.

20. Over-Reliant on Citations:

Even though it’s important to set up the biggest citations, keep in mind: It’s less and less valuable for your entire link profile or local SEO strategy centers on building hundreds of citations across low-value sites.

Tip: The top-tier citations are still important, but spending time creating hundreds of low-quality citations will be a waste.

21. GMB Spam:

Searching through local Google business listing and reporting competitor spam can help you rank within the local pack by reducing competition.

And you’re actually improving search results for everyone.

Tip: You can also edit or report listings that keyword stuff.

22. Competitor Spam:

If you’re in a competitive industry, it can be effective to track down and report all spam listings for competitors on any sites and directories.

This includes fake reviews and fake duplicate listings.

23. ‘Google Us’:

One kind of tricky thing to do is to use other calls to action or marketing to encourage customers to Google the business rather than go directly to the site.

This increases search volume for the business, which is a factor for ranking.

Tip: You can also encourage customers to search for your reviews on Google to increase branded searches.

24. Yelp Check-In Offers:

Giving customers Check-In Offers on Yelp can improve visibility on Yelp and increase positive reviews, which is one of the most important signals for local SEO.

Tip: Another way to increase Yelp visibility is to encourage satisfied customers to share photos on Yelp.

25. YouTube:

Do you have any video content? It’s another result that can show up in local search.

Make sure it’s uploaded to YouTube and has good title, description, and keyword optimization.

Tip: You can geotag video and include NAP and website in the description.

In Conclusion:

This is a fairly lengthy, comprehensive list of points to look out for in setting up or auditing your local SEO plan.

You don’t need to follow all of them right away, but successful marketers will end up doing most or all of them as they continue optimizing to capture local traffic.

Search Engines Crawl & Index:

Search Engines Crawl & Index:

By | seo advice for business

Optimizing websites without first understanding how search engines function is akin to publishing your great novel without first learning how to write.

Certainly, a thousand monkeys at typewriters will eventually create something useful (at least this monkey likes to think he does from time to time), but it’s a lot easier if you know the core elements of a task beforehand.

Paid Search Results:

Not Google, not Bing, nor any other major search engine is in the business of providing organic listings.

That is to say, organic results are the means to an end, but do not directly generate revenue for them.

Without organic search results, Google’s paid search results would appear less relevant (Overture anyone?), thus reducing eyeballs and paid clicks.

Basically, Google and Bing (and the others) are advertising engines that happen to draw users to their properties with organic listings. Organic, then, is the means to the end.

Why does this matter?

It’s the key point driving in:

  • Their layout changes.
  • The existence of search features like knowledge panels and featured snippets.
  • The click-through rates (CTR) of organic results.

When Google adds a fourth paid search result to commercial-intent queries it’s because of this.

When Google displays a featured snippet so you don’t have to leave to get an answer to your query… it is because of this.

Regardless of what change you may see taking place it’s important to keep this in mind and always question not just what it will impact today but what further changes do they imply may be on the horizon.

How Search Engines Work Today: The Series:

Alright, now that we have that baseline understanding of why Google even provides organic results let’s look at the nuts-and-bolts of how they operate.

To accomplish this we’re going to look at:

  • Crawling and indexing
  • Algorithms
  • Machine learning
  • User intent

This piece will focus on indexing. So let’s dive in…


Indexing is where it all begins.

For the uninitiated, indexing essentially refers to the adding of a webpage’s content into Google.

When you create a new page on your site there are a number of ways it can be indexed.

The simplest method of getting a page indexed is to do absolutely nothing.

Google has crawlers following links and thus, provided your site is in the index already and that the new content is linked to from within your site, Google will eventually discover it and add it to its index. More on this later.

But what if you want Googlebot to get to your page faster?

This can be important if you have timely content or if you’ve made an important change to a page you need Google to know about.

One of the top reasons I use faster methods is when I’ve either optimized a critical page or I’ve adjusted the title and/or description to improve click-throughs and want to know specifically when they were picked up and displayed in the SERPs to know where the measurement of improvement starts.

In these instances there a few additional methods you can use:

1. XML Sitemaps:

There are always XML sitemaps.

Basically, this is a sitemap that is submitted to Google via Search Console.

An XML sitemap gives search engines a list of all the pages on your site, as well as additional details about it, such as when it was last modified.

Definitely recommended!

But when you need a page indexed immediately it’s not particularly reliable.

2. Request Indexing:

In Search Console, you can “Request Indexing”.

You begin by clicking on the top search field which reads by default, “Inspect and URL in”

Enter the URL you want to be indexed, then hit Enter.

If the page is already known to Google you will be presented with a bunch of information on it. We won’t get into that here but I recommend logging in and seeing what’s there if you haven’t already.

The important button, for our purposes here, appears whether the page has been indexed or not – meaning that it’s good for content discovery or just requesting Google to understand a recent change

just requesting Google to understand a recent change

Within a few seconds to a few minutes, you can search the new content or URL in Google and find the change or new content picked up.

3. Host Your Content On Google:

Crawling sites to index them is a time and resource-consuming process.

One alternative is to host your content directly with them.

This can be done a few different ways but most of us (myself included) have not adopted the technologies or approaches required and Google hasn’t pushed us to them.

We’re seeing the ability to give Google direct access to our content via XML feeds, APIs, etc. and unplug our content from our design.

Firebase, Google’s mobile app platform, gives Google direct access to the app content, bypassing any need to figure out how to crawl it.

This is the future – enabling Google to index content immediately, without effort, so it can then serve it in the format most usable based on the accessing technology.

While we aren’t quite where we need to be in our technologies to stress too much about this side of things, just know it is coming.

I cannot recommend enough following Cindy Krum’s MobileMoxie blog, where she discusses these and mobile-related subjects in great detail and with great insight.

4. And Bing, Too!:

To get your content indexed and/or updates quickly by Bing, you will need a Bing Webmaster Tools account.

If you don’t have one, I can’t recommend it enough. The info provided within is substantial and will help you better assess problem areas and improve your rankings on Bing, Google and anywhere else – and probably provide a better user experience as well.

But for getting your content indexed you simply need click: Configure My Site > Submit URLs

From there you enter the URL(s) you want indexes and click “Submit”.

content indexed and/or updates quickly by Bing

So – that’s almost everything that you need to know about indexing and how search engines do it (with an eye towards where things are going).

Crawl Budget:

We can’t really talk about indexing without talking about crawl budget.

Basically, crawl budget is a term used to describe the amount of resources that Google will expend crawling a website.

The budget assigned is based on a combination of factors, the two central ones being:

  • How fast your server is (i.e., how much can Google crawl without degrading your user experience).
  • How important your site is.

If you run a major news site with constantly updating content that search engine users will want to be aware of your site will get crawled frequently (dare I say … constantly).

If you run a small barbershop, have a couple of dozen links, and rightfully are not deemed important in this context (you may be an important barber in the area but you’re not important when it comes to crawl budget) then the budget will be low.

You can read more about crawl budgets and how they’re determined in Google’s explanation here.

Discover How Search Engines Work:

Want to optimize your site the right way and set yourself up for success? Then it’s critical to know how search engines operate today.

Written by this author, How Search Engines Work, tackles how search engines function and the key factors that influence search engine results pages.