Crawl Speed and Search Ranking
Internet users don’t want to waste any time typing in your URL and you can’t really blame them. They want a fast and seamless experience and that is why they favor search engines like Google. And to show up there, on the booming avenues of the internet, you need to get your pages crawled and indexed.
In other words, you have to face the technical side of SEO, one that often gets neglected and unsolved. However, this effort is the only way to lay the solid groundwork and elevate your website’s usability, speed, and visibility. So, you must be able to appease the internet deities and delight its users at the same time.
Get your priorities straight
Make no mistake: crawl speed can make or break your internet presence. Although officially not a ranking factor, it has a profound impact on SEO. It affects all other aspects of your strategies and determines their ultimate success. All in all, not having your pages crawled and indexed undermines your SEO aspirations.
It is not an overstatement to say that this can be an utter disaster for websites that update content on the regular basis and want to get it in front of users as soon as possible. Therefore, before pondering your content marketing and social media strategy, you might want to take a look at what is going on “under the hood” of your website.
Make it snappy
First off, note that there is a strong correlation between your web speed and crawl speed.
In case you have a sluggish internet presence, the crawl speed of Google bots can be hampered. Namely, Google has expressed discontent with high-response times for requests made to the website. Its officials admitted that they differentiate between sites that are really slow and those that have normal load times. If it takes two seconds to fetch a single URL, then the number of URLs that bots crawl is severely limited.
This indirectly, yet substantially impedes your ranking. Of course, optimizing on a millisecond level doesn’t change anything. But, if you improve response time by one second you can make a real difference in terms of how quickly Google picks up new content and related updates.
Strengthen the supporting pillars
In the eyes of a Googlebot, a speedy website is a reflection of a healthy server infrastructure. This is to say that it receives a positive signal, one that indicates the possibility of grasping more content over the same number of connections. On the other hand, 5xx errors and connection timeouts serve as red flags that reveal server deficiencies. In the wake of the latter scenario, crawl speed slows down.
In the mobile world, speed plays an even more pivotal role. Google has announced that as of July 2018, it will use mobile site speed as a ranking signal. All pages will be measured in the light of this criterion, regardless of whether they belong to a dedicated or a responsive site. Slow websites will be penalized and fast ones will be awarded better ranking. This seismic shift will be introduced by an algorithm change called “Speed Update”.
So, take action now to brace yourself for the mobile-first digital world. You will have to figure out the exact moment when the tide of change hits your pages. To do that, you can access your server logs and see if there is an increase in crawling activity of Google’s smartphone variant (accompanied by the decrease in the activity of the desktop counterpart).
Full speed ahead
Furthermore, website speed testing is a must.
There are various instruments to do this, so take your pick. Also, make sure to use SEO audit tool to gauge the SEO-friendliness of your pages and uncover any technical issues and errors that could hamper your ranking. Make it easier for your search engines to crawl your pages faster and you will be able to forward your overall optimization strategy.
In the case of mobile pages, you can utilize Search Console to estimate how your pages hold up. To be more precise, a “Smartphone” tab, which you can find under ”Crawl Errors,” allows you to identify any problems that encumber your mobile pages. “Fetch on Google” is another key feature that gives you insights into how Google bots see your website. Use the acquired knowledge to make the necessary adjustments.
Of course, there are some other things you can do to improve crawl speed. The list of solutions goes on and involves activities such as minimizing the downtime, creating an XML sitemap, and taking advantage of robot.txt files. So, go on, explore all avenues, and make an effort to cover all the technical bases.
Get a move on
If you are serious about taking your organic visibility to the next level, you have to enable search engines to efficiently crawl and index your pages. This is a real game-changer in the domain of SEO.
Thus, familiarize yourself with the way crawling process plays out. Realize that Google algorithm chances stem from shifting user preferences and trends such as the explosion smartphone-based online browsing. Make crawling a breeze for bots and let your pages run like clockwork.
You should be able to drive an immense amount of traffic your way and advance by leaps and bounds towards the forefront of the SERPs.