In this digital world, it is unlikely for brands to not have a website. Brands simply don’t exist for consumers unless they have a credible website. As the website is the face of your business and to make it visible to your targeted consumers, it needs to appear in the search results. Because we all know this beautiful phrase “to win, we need to be seen”.
Now you must be wondering, “Well, that is why I invested in hosting and keywords? Am I right?” But not to burst your bubble, your website needs a lot more than hosting and keywords to be visible in the search results.
Not to sound like a soothsayer, but we know exactly what your next question is going to be.
What is this “a lot more” I should focus on?
And to that my answer is, you need to be focused on crawl budget.
Before you throw your million questions at us, we’ll give you a brief understanding of what crawl budgets are. Let’s start with defining them.
What is Crawl Budget?
Crawl Budget is basically a fixed number of URLs the Google algorithm can crawl on a given website. The Google algorithm, in this case, the Googlebot, needs to be crawled every day on your website. Googlebot does crawl on all the websites, but the internet is an ocean full of information and the best pages that need to be crawled can be missed by Google too. This is where the crawl budget comes in where the SEO experts spend their time and skills to make sure the Googlebot crawls the best and most responsive pages of your website.
How does Google determine your website crawl budget?
Like any algorithm or problem, Google determines the crawl budget recommendation by a simple formula, i.e
Crawl Budget = Crawl rate + Crawl demand.
Crawl rate: The frequency or number of URLs the crawler can visit at a given time.
Crawl Demand: It refers to the URLs Google wants to visit at a particular time. These URLs are based on the popularity of your pages to what extent the content is in the Google index.
To start with and get to know an idea of your website present crawl report, just go to Google Search Console and view your Crawl Report. The insights will give you a brief idea of the crawl budget you require.
What is the need for Crawl Budget?
Crawl Budget optimisation is needed as it is the only way to ensure that the right pages of your website are read by Google and eventually shown in the Google Search Results. If you don’t have a crawl budget, your website is not likely to be seen on the search results. An unindexed website is like a webpage with zero chance of ever ranking on Google.
Why do we need a crawl budget when the algorithm (Googlebot) is already doing its bit?
Because, the Internet is rather a large place of unlimited websites and Google Algorithm cannot reach the limit of pages per website since it recommends rather lesser number of URLs.
Why is Crawl Budget important for your online business (e-Commerce)?
Crawling of Google Algorithm is vital for any website, but it is vital for an e-commerce business. E-commerce websites have thousands of landing pages and each page needs to be crawl budget optimised. Here’s why:
- E-commerce websites have landing pages that are primarily built to sell products, but if Google isn’t going to index these landing pages, they won’t be seen by the consumer in the search results.
- E-commerce websites have sub-sections for the products, from the categories to their final products and such URLs are of low value to Googlebot.
- E-commerce websites need continuous updates and changes on the landing pages and such websites require more attention from GoogleBot.
There is no fixed crawl budget for any website, it keeps fluctuating. But you, as a business owner and an SEO strategist of the brand, need to focus on the crawl budget every day to keep an eye on the URLs Googlebot is indexing and to see if it is not maximizing your crawl budget on the underperforming pages or URLs.
How can an SEO strategist help in optimising the Crawl Budget?
There are a few ways in which you can see that Googlebot is not maximizing the crawl budget on the lower value URLs and also help in manipulating the crawl budget by making sure there are no glitches or spams in the website which “Googlebot dislikes”.
1. Website Maintenance:
Always start by checking your website server for the amount of load your website is taking to store the information. Check the website errors and overall maintenance of your website. This can help you in rather increasing the crawl budget automatically by the Google algorithm.
2. Blocking the unnecessary URLs from Google:
With an e-commerce website, there are a lot of URLs that don’t need Google’s attention. These URLs can be blocked on Google by using “robots.txt”. This particular step avoids the crawling of the Googlebot on the sites that are not necessary and does not max out the crawl budget on something that didn’t need it in the first place.
3. Avoid gazillion filter pages for one product:
To enhance your crawl budget, you need to start by optimizing your website pages, especially the product sites. Each product can be filtered in a zillion ways and Googlebot is one crawler that is a good citizen of the internet. It does not like so many filters as more the number of filters, more the URLs.
4. Googlebot hates redirect chains:
Have you ever come across a landing page where when you click on one product it redirects the link to some other web page? Because this has happened to us and we hate it. So does Google. Avoid and restrict any redirect links especially when the hosting of the two-redirect links is different. For example, if an HTTP link is redirected to an HTTPS link, it takes longer to crawl hence Googlebot avoids it completely.
5. Googlebot loves links:
With links we mean, both internal linking and backlinking. Now, we don’t want every SEO professional to bite our head off saying they do that already and that is half their job. But Google does love links. More links meaning better reputation, more activity on your pages which leads to improved traffic.
6. Top-notch content:
Say no to plagiarised content as that is one thing Google dislikes. Top-notch and high quality content can actually help in increasing the crawl budget.
Crawl Budget seems to have become a popular term for most SEO professionals as they think they don’t need it. Crawl Budget optimisation plays a very important role in improving your online presence and hence, increases the views and reach on your website. Yes, it is very underrated but we, SEO professionals need to bring it back from its hiatus to give the best results for our website. Looking for a leading digital marketing company to help enhance the crawl budget for your business? Digi Marketers is just a call away! We’re full service premier digital marketing agency in Australia offering a vast range of online marketing services such as SEO, PPC, website design, email marketing, social media management and so on. To know more, get in touch with us on https://digimarketers.com.au/services/