A website hit by Google’s algorithm updates will experience noticeable – if not tragic drops. Less page views, lower rankings, and in extreme cases, the website becomes un-crawlable. When that happens, none of the content will move the needle much. In the landscape of digital marketing, it all goes back to “the crawl”.

1. Follow the Spiders:
Placing High Value on
Google’s Crawl

2. A website hit by Google’s algorithm updates will experience noticeable – if not tragic
drops. Less page views, lower rankings, and in extreme cases, the website becomes
un-crawlable. When that happens, none of the content will move the needle much. In
the landscape of digital marketing, it all goes back
to “the crawl”.
Back to Square One
SEO begins with Google’s crawl. If Google’s
spiders can’t access a website, they won’t be able
to index it. If they can’t, nobody will see its content.
If nobody sees the content, the website is going to
be stuck in a rut. When Google hits a specific website with its updates, it loses its
potential for crawlability and indexability.
For example, say a website was hit by Google Panda four years ago. It went through a
rapid drop in page views and lost all potential for ranking. The owner of the website tried
not to care much with the loss of ranking and views, and instead focused on more
traditional marketing means, like email and PPC. But in this century, nobody can
completely survive on these means.
Spring Cleaning
It is not a hopeless scenario, but it will take copious amounts of auditing to clean up a
website’s hiccups and missteps. An efficient
strategy would be to rewrite the website’s copy
and see if bots could then afterwards
adequately crawl and index the website.
Through Google Webmaster Tools and a log file
analysis, the website can possibly get back on
its own feet.
Technical SEO is a difficult field to tread. It’s
less about social media and web design. It’s
more about content analysis, DNS issues,
JavaScript, CSS and URL structures. Point being, when a website suffers through

3. Google’s thorough updates, it all goes back to where it all begins after a query: “the
crawl”. To push for visibility is to be crawlable. If the spiders can’t reach a website, it
might as well be gone.
References:
http://seoresellerprogram.com/private-label-seo-reseller
http://searchenginewatch.com/sew/study/2408017/technical-seo-it-s-all-about-the-crawl
http://searchengineland.com/library/google/google-panda-update
https://moz.com/beginners-guide-to-seo/how-search-engines-operate