Why SEO Importantance
An important aspect of Search Engine Optimization is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, in many ways they still can’t see and understand a web page the same way a human does. SEO helps the engines figure out what each page is about, and how it may be useful for users.
Spidering and Indexing Problems
- Search engines aren’t good at completing online forms (such as a login), and thus any content contained behind them may remain hidden.
- Websites using a CMS (Content Management System) often create duplicate versions of the same page – a major problem for search engines looking for completely original content.
- Errors in a website’s crawling directives (robots.txt) may lead to blocking search engines entirely.
- Poor link structures lead to search engines failing to reach all of a website’s content. In other cases, poor link structures allow search engines to spider content, but leave it so minimally exposed that it’s deemed “unimportant” by the engine’s index.
Content to Query Matching
- Text that is not written in common terms that people use to search. For example, writing about “food cooling units” when people actually search for “refrigerators”.
- Language and internationalization subtleties. For example, color vs colour. When in doubt, check what people are searching for and use exact matches in your content.
- Location targeting, such as targeting content in Polish when the majority of the people who would visit your website are from Japan.
- Mixed contextual signals. For example, the title of your blog post is “Mexico’s Best Coffee” but the post itself is about a vacation resort in Canada which happens to serve great coffee. These mixed messages send confusing signals to search engines.