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What Is Crawling in SEO and How Does It Impact Rankings?

Julia McCoy
Monday, 20th May 2024
what is crawling in SEO

Ever wonder how some websites appear on the first page of Google while some get buried on Page 10? In the world of SEO, there’s a term that frequently emerges: crawling.

Crawling refers to the process by which search engine bots browse and index web pages on the internet. These bots, often called crawlers or spiders, scan billions of pages on the Internet, analyze their content, and organize them in a massive database.

Crawling plays a pivotal role in determining a website’s ranking in search engine results pages (SERPs). Websites that are easily crawlable and contain high-quality, relevant content are more likely to be indexed and ranked favorably by search engines, ultimately driving organic traffic and potential customers to the site.

In this blog post, we’ll define what is crawling in SEO and how you can optimize your website for maximum visibility.

Table Of Contents:

What Is Crawling in SEO?

In search engine optimization, crawling refers to the process by which search engines discover and index the pages on your website. It’s how they find and catalog all that juicy content you’ve worked so hard to create.

Think of it like a giant library. The search engine crawlers are the librarians, meticulously combing through every book (or in this case, web page) and adding it to their vast directory. Without crawling, your site might as well be invisible to the search engines.

How Search Engines Discover and Index Web Pages

So, how exactly do search engines work?

Website crawling all starts with links.

When a crawler lands on a page, it scans the content and follows any internal links to other pages on your site. It’s like a virtual treasure hunt, with the crawler following a trail of hyperlinks to uncover every nook and cranny of your website.

But it’s not just internal links that matter.

External links from other websites act as signposts, guiding the crawlers to your site. The more high-quality, relevant sites that link to yours, the more likely the search engines are to discover and prioritize your pages.

Role of Web Crawlers

Now, let’s talk about the real MVPs of the crawling process: the web crawlers themselves.

These automated bots, also known as spiders or search engine bots, are the workhorses of the search engine world. Their job is to tirelessly scour the internet, following links and indexing the pages they find along the way.

Different search engines have their own crawlers, like Google’s Googlebot or Bing’s Bingbot, but they all serve the same essential purpose.

Without these web crawlers, the search engines would be lost, unable to provide the lightning-fast, relevant results we’ve come to expect.

How Search Engine Crawlers Work

Now that you know what website crawling is and why it matters, let’s dive a little deeper into how these search engine crawlers actually do their job.

Trust me, it’s fascinating stuff.

The crawling process starts with a list of URLs, which the crawler systematically visits, identifies the code and content on each page, and adds it to the search engine’s index.

This index is like a massive library catalog, allowing the search engine to quickly retrieve and rank relevant pages when a user enters a query.

Here’s an illustration from Tech Target on how web crawlers work:

what is crawling in seo

But website crawling isn’t a one-and-done deal. As new pages are added and existing content is updated, the crawlers periodically revisit sites to keep their index fresh and accurate. It’s an ongoing process that keeps the search results relevant and up-to-date.

Factors That Influence Crawling

Of course, not all pages are created equal in the eyes of the crawlers. Several factors can influence how often and thoroughly a site is crawled:

  • Site structure and internal linking
  • Page load speed and server response time
  • Frequency of content updates and new page additions
  • Presence of crawl errors or broken links

The easier you make it for the crawlers to navigate and understand your site, the better your chances of being thoroughly indexed and ranking well in the search results.

Importance of Crawlability for SEO

That brings us to the crux of the matter: crawlability as a crucial factor in search engine optimization.

If your pages can’t be crawled, they won’t be indexed. And if they’re not indexed, they might as well not exist as far as the search engines are concerned.

Poor site structure, slow load times, and crawl errors can all hinder the crawlers’ ability to access and index your content.

On the flip side, a well-organized site with clean navigation and fast-loading pages is like a neon welcome sign for the crawlers.

The bottom line? If you want to succeed in the search landscape and provide a stellar search experience for your audience, you need to prioritize crawlability in your SEO strategy.

what is crawling in seo

How to Optimize Your Website for Crawling

Alright, now that I’ve hammered home the importance of crawlability, you’re probably wondering: how can I optimize my site to roll out the red carpet for those search engine crawlers?

Improve Site Structure and Navigation

One of the biggest factors in crawlability is your site structure and navigation. You want to make it as easy as possible for the crawlers (and users) to find and access all your important pages.

That means using a clear, logical hierarchy and descriptive categories. Implement intuitive internal linking, using keyword-rich anchor text to help the crawlers understand the relationship between your pages.

And for the love of all that is holy, avoid orphan pages that aren’t linked to from anywhere else on your site.

Create High-Quality Content

Of course, all the crawlability in the world won’t help if your content is thin, duplicate, or just plain low-quality. The search engines are getting smarter every day, and they’re looking for content that provides real value to users.

Focus on creating in-depth, informative pages that comprehensively cover your topic. Use relevant keywords naturally throughout, but don’t stuff them in at the expense of readability.

And make sure every page has a clear purpose and unique value proposition.

If you need help with content creation and don’t have the budget to hire a full team of writers, the most affordable way to publish top-notch content is to subscribe to an AI SEO writer like Content at Scale. From keyword research to blog generation, everything is done for you!

Plus you get a comprehensive SEO toolkit that includes topic clustering, metadata generation, SEO scoring, NLP optimization, and content audits to help improve the visibility of your pages.

content at scale

Avoid Common Website Crawling Issues

Even the best-laid plans can go awry, and there are a few common website crawling issues that can trip up even the savviest of webmasters. These include:

  • Broken links and 404 errors
  • Redirect chains and loops
  • Blocked resources (like CSS or JavaScript files)
  • Slow server response times or frequent downtime

Regularly auditing your site for these issues and fixing them right away can go a long way in improving your crawlability and search engine performance.

Use XML Sitemaps

Finally, let’s talk about XML sitemaps. These handy files act as a roadmap for search engine crawlers, helping them find and prioritize your most important pages.

Think of it like a cheat sheet for the crawlers – a way to say, “Hey, these are the pages I really want you to pay attention to.”

By submitting an XML sitemap through Google Search Console or Bing Webmaster Tools, you can give the crawlers a head start and ensure your key content is indexed quickly and efficiently.

Just remember: a sitemap is no substitute for good site structure and internal linking. It’s a helpful tool, but not a magic wand.

Focus on the fundamentals first, then use a sitemap to give the crawlers an extra nudge in the right direction.

Factors That Influence Ranking Algorithms

Of course, crawlability is just one piece of the ranking puzzle. The search engine algorithms take hundreds of factors into account when determining where to rank a page, including:

  • Content relevance and quality
  • Backlink profile and authority
  • User engagement metrics (like click-through rate and time on page)
  • Mobile-friendliness and page speed
  • Domain age and history

But without the foundation of crawlability, none of these other factors can come into play. It’s like trying to build a house without a blueprint – you might have all the right materials, but if you don’t put them together in a structured, organized way, you’ll never end up with a stable, functional home.

Monitoring and Analyzing Crawling Behavior

As an SEO expert, I can’t stress enough how important it is to keep a close eye on your website’s crawling behavior.

And the best tool for the job? Google Search Console.

I’ve spent countless hours digging through Search Console reports, analyzing crawl stats and patterns, and trying to uncover any issues that might be holding my sites back in the SERPs.

It’s not always easy, but trust me – it’s worth the effort.

Set Up Google Search Console

First things first – if you haven’t already, you need to set up Google Search Console for your site. It’s a powerful tool that gives you invaluable insights into how Google crawls and indexes your pages.

Once you’re in, head straight to the “Coverage” report. This is where you’ll find data on how many of your pages have been indexed, any crawl errors Google has encountered, and the status of your sitemaps.

It’s like a health check for your site’s crawlability.

Next, check out the “Crawl Stats” report. This shows you how often Googlebot visits your site and how much time it spends downloading pages.

If you see a sudden drop in crawl rate, that could be a red flag indicating technical issues or quality problems.

Identify and Fix Crawling Errors

Now, let’s talk about those pesky crawling errors. In Search Console, you’ll find them under the “Coverage” report – look for things like 404 errors, redirect issues, and blocked resources.

Drill down into each error type to see the affected URLs, and prioritize your fixes based on the scope and impact. The sooner you resolve these issues, the better for your site’s crawlability and indexing.

Analyze Crawl Stats and Patterns

Beyond just identifying errors, it’s crucial to analyze your crawl stats and patterns over time. Look for trends like a gradual decline in crawl rate, which could indicate issues with site performance or content quality.

Use log file analysis to dig deeper into how often each page is crawled and identify areas of inefficiency like crawlers spending too much time on low-value pages.

By optimizing your crawl budget and ensuring that Google is focusing on your most important content, you can significantly improve your search performance.

Monitoring and analyzing your site’s crawling behavior is an ongoing process – but one that’s absolutely essential for SEO success. With the right tools and a proactive approach, you can ensure that your site is always putting its best foot forward in the search results.

Best Practices for Improving Crawlability

Improving your website’s crawlability is a critical component of SEO success. After all, if search engines can’t efficiently crawl and index your content, you’re not going to rank for your target keywords.

So, what can you do to optimize your site for crawling? Here are some of the most effective best practices I’ve learned over the years:

Building high-quality backlinks from authoritative, relevant websites is one of the most powerful ways to improve your site’s crawlability.

When reputable sites link to your content, it not only passes valuable “link equity” to your pages but also helps search engines discover and crawl your site more frequently.

Focus on earning natural links through tactics like guest posting, broken link building, and creating valuable resources that other sites will want to link to.

Avoid spammy or manipulative link schemes which can harm your site’s reputation and search performance.

Optimize Internal Linking Structure

In addition to external links, your site’s internal linking structure plays a crucial role in crawlability. By strategically linking your pages together, you can help search engines understand the relationships between your content and ensure that all your important pages are discoverable.

Use descriptive, keyword-rich anchor text when linking related pages, and make sure that every page is linked to at least one other page on your site.

Avoid orphan pages that have no internal links pointing to them as these can be difficult for search engines to find and crawl.

Avoid Keyword Stuffing and Cloaking

While using relevant keywords throughout your content is important, be careful not to overdo it.

Keyword stuffing – cramming your pages with excessive keywords in an attempt to manipulate rankings – is a spammy tactic that can hurt your SEO.

Similarly, avoid cloaking which is a black hat SEO technique that shows a web page to search engines to meet ranking criteria while showing a different version to users. This deceptive practice can lead to penalties and a loss of trust and credibility.

Provide Helpful and Relevant Content

At the end of the day, the best way to improve your site’s crawlability and search performance is by consistently creating high-quality, relevant content that meets the needs of your target audience.

Focus on crafting in-depth, informative pages that comprehensively cover your topics, and update your site regularly with fresh, valuable content.

By establishing your site as a trusted resource in your industry, you’ll naturally attract more links, social shares, and search engine attention.

Remember, SEO is a long game – there are no shortcuts or quick fixes. But by following these best practices and continually optimizing your site for crawlability, you’ll be well on your way to higher rankings and more organic search traffic.

The Future of Crawling and SEO

As an SEO expert who’s been in the game for a while, I’ve seen firsthand how much the search landscape has evolved over the years. And if there’s one thing I know for sure, it’s that change is the only constant in our industry.

So, what does the future hold for crawling and SEO?

While no one can predict the future with 100% certainty, there are a few key trends and developments that I believe will shape the way search engines crawl and rank content in the years to come.

Advancements in Machine Learning and AI

One of the biggest game-changers in SEO in recent years has been the rise of artificial intelligence.

Search engines like Google are using increasingly sophisticated algorithms to better understand and interpret user intent and deliver more relevant, high-quality search results.

As these technologies continue to advance, I believe we’ll see even more emphasis on factors like user engagement, content quality, and overall user experience.

Search engines will get better at identifying and rewarding content that truly meets the needs of searchers while filtering out low-quality or spammy pages.

Evolving Search Algorithms and Ranking Factors

Of course, with advancements in machine learning and AI comes the constant evolution of search algorithms and ranking factors. What works today may not work tomorrow, and staying ahead of the curve requires a proactive, adaptable approach to SEO.

Some of the key ranking factors I see becoming increasingly important in the future include:

  • Page speed and mobile-friendliness
  • User engagement metrics
  • Brand authority and reputation
  • Content freshness and relevance
  • Structured data and semantic markup

The future of SEO may be uncertain, but one thing remains clear: the sites that prioritize quality, user experience, and continuous optimization will be the ones that come out on top in the search results.

As the search landscape continues to evolve, it’s more important than ever to stay proactive, adaptable and committed to creating the best possible experience for your users. By doing so, you’ll be well-positioned to thrive in the years to come – no matter what changes come our way.

FAQs: What is Crawling in SEO?

What is indexing and crawling?

Crawling is when search engine bots scout your site, finding new or updated pages.

Indexing follows, where those pages get added to a search engine’s database for future searches.

Why is crawling important in SEO?

Crawling lets search engines discover your content. Without it, your site won’t show up in search results, making it invisible to potential visitors.

What is the crawl rate in SEO?

The crawl rate measures how many requests per second a search engine bot makes to your site during its visit. It impacts how quickly content gets discovered and indexed.


The next time you think about improving your online presence, remember what is crawling in SEO.

Your beautifully written content needs more than just good words; it needs to be found by those little digital detectives known as web crawlers or spiders.

If you get them to crawl effectively through optimized website structures and high-quality content, you’re setting yourself up for success!

Written by Julia McCoy

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