Spotlight on Relevancy: How to Ensure Your Most Relevant Content Isn’t Hidden In the Deep Web

February 21, 2012 at 7:49 am | Posted in Digital Marketing, Relevant Content, SEO | 1 Comment
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Are you relying on search engines like Google or Bing to ensure that potential visitors are finding the most relevant page on your website? If you are, then you might want to rethink this strategy, or at the very least, come up with a backup plan. Why? Because often, we give search engines more credit than they deserve when it comes to indexing pages and pointing web users to the most relevant content. While SEO is certainly a good web marketing tactic, it shouldn’t be the only one you have in your toolbox.

The Facts About Search Engine Capabilities

Although there are plenty of SEO experts who bow to the search engine gods, these web crawlers are not as all-powerful as they may seem. In fact, there’s a portion of the web that search engines have no access to at all. According to Marcus Zillman, author of the Deep Web Research 2012 Report, there are more than a trillion pages on the web that are completely inaccessible to search engines.  This portion of the web is often referred to as the “hidden web” or “invisible web.” While you can choose for your site to be embedded in the dark underworld of the web, becoming a part of the deep web isn’t always intentional. What does that mean for the average website owner? It means that unbeknownst to you, there may be parts of your site that aren’t being indexed by Google or other search engines.

Founder of BrightPlanet, Mike Bergman, who invented the phrase “invisible web,” likens search engines to a net skimming the surface of the ocean of sites on the web today. That net can only catch or index so many sites and pages while others go entirely unnoticed.

Why Your Website or Page May Be Invisible To Search Engines

Obviously if your page or site is password protected, then it will be safe beyond the reach of probing search engines. But assuming you want to stand out as opposed to hiding, you need to be aware of scenarios that may cause your page or site to remain un-indexed. Some pages that are invisible to search engines include:

  • Those not linked to other pages on the website
  • Those that grant access to only those users who fill out a form
  • Those that are constantly being changed and updated

If you’re a savvy internet marketer (and we know you are), then you may already be aware of the first two items on this list. In fact, you may have some clever SEO strategies up your sleeve to address them as well, but the third one may have caught you by surprise. After all, doesn’t Google award fresh, dynamic content? Well, yes—but only a fraction of the time. If you’re changing the content on your page on a daily basis as most blogs and informational sites do, then your dynamic pages may be ahead of the race, leaving search engines in the dust. While winning the race might sound like a good thing, in this case, it could leave your site out in the cold when it comes to rankings on SERPs.

The reality is—it can take days or weeks (or longer) for a site or page to be indexed. In fact, Google admits that it “cannot make predictions or guarantees about when or if your URLs will be crawled or indexed.” Unfortunately for you, that means that search engines may be pointing your visitors to pages that have been well-indexed but simply aren’t relevant to the end user. As we all know, that’s a recipe for a high bounce rate. The bottom line—only you know which pages are most relevant to distinct segments of your target audience, so don’t make the mistake of handing over control of your site and web traffic to Google.

What’s A Web Marketer to Do?

You may be thinking that if SEO can’t fix it, nothing can, but that’s simply not the case. You can still make sure the most relevant, fresh content is available and showcased to your visitors. All you need is a content optimization service. With RelevantorTM, for instance, you can create rules that direct your users to specified content most relevant to them based on a myriad of factors including what search terms they enter into search engines. No more relying on search engines to index your content for you. You’ll have greater control over your website and the content you present to each of your online visitors.

Ready to take the next step? Find out firsthand how RelevantorTM can enhance your SEO efforts, reduce your website’s bounce rate, and heighten user engagement by requesting a demo or joining a webinar today!

 


Efi Rodik
Co-Founder & CEO
Relevantor LLC
www.relevantor.com

1 Comment »

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  1. […] Who needs a content optimization service when we’ve got Google? Don’t worry—they’ll index your pages fast enough for visitors to find the most relevant content available on your site. Just leave it up to them. After all, they’ve been nothing but consistent and reliable in the past, right? I’m sure your content won’t end up hidden in the deep web. […]


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