Here’s How to Optimize Your Crawl Budget for Better Technical SEO
Reading Time: 5 minutes Every brand wishes to dominate Google SERPs and spends a lot of money and efforts to get their pages into the TOP TEN positions. You need to realize that search engine optimization (SEO) has gone very technical. If you wish to get ranked in Google’s SERP, you need to understand the dynamics of technical SEO in order to beat the competition. This means that you need to start thinking beyond keyword placement and publishing blogs on third-party websites for generating backlinks. In this article, I will introduce two important aspects of technical SEO: crawl equity and server logs. These are important because if Google’s bots are not visiting your websites regularly, all your SEO efforts can potentially go down the drain. The Crawl Budget Concept Google and other search engines assign each domain a limited daily “crawl budget” that dictates the number of your website’s pages that their spiders will crawl. The crawl budget is calculated based on two factors: Crawl rate limit: how much the search engine can crawl your site without crashing your server. Crawl demand: how much the search engine wants to crawl your site. Generally, smaller websites with a few thousand distinct URLs don’t have to worry about the crawl budget. Search engines can crawl most of your web pages with ease. However, if you’re a large site with thousands or even millions of pages, you’ll want to utilize your crawl budget to boost your online visibility strategically. Factors That Affect Crawl Budget The following factors significantly affect the crawl budget allocate to your website. PageRank Crawl demand (and therefore crawl budget as well) is directly related to your domain authority and link equity. Crawl demand signals to Google that you are a trusted authority site. The higher your PageRank, the more Google will want to crawl your site for fresh content. Server Response Time The server response time is the time taken by your hosting server to respond to the visitor’s request. Sometimes, it is also referred to as the Time To First Byte (TTFB). According to Google guidelines, a website shouldn’t have TTFB more than 200 ms. Test your website from an online speed testing tool, and improve server response time if it’s greater than 200-300ms. Site Structure Proper site structure makes navigation easy for users, and easier for crawl bots. Your navigation and internal linking determine how crawl-friendly your site is. A simple, logical hierarchy with major categories, subcategories, and individual pages works best for both the visitors and crawl bots. Site structure becomes an issue with larger sites that have faceted navigation, or when searches filter through user-selected parameters. To improve this factor, restructure your site for SEO to prevent creating millions of URLs that confuse bots and eat up crawl budget. Content Low-value pages, outdated content, spam, and duplicate content all squander away your valuable crawl equity. Ensuring that you have original, value-adding, high-quality content on each of your pages prevent crawlers from missing out on your site’s most important sections. What Are Server Logs? Let’s jump to a different concept for a moment. Whenever a user (or crawl bot) accesses your site, your server will create a log. It is a record of all of the requests a server receives during a particular time frame. » Read More
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