Indexing vs. Quality Content


Published: June 25, 2018 Author: Jason Holicky - Hometown Design Studio Inc.
Indexing vs. Quality Content

What is Indexing?
When you register your website with search engines such as Google, they will use programs called spiders to crawl and index your pages. When the page is indexed, information is gathered from the page to create a summary. The summary is used generate a ranking and specify how relevant that information is to the user’s search. The purpose of this is to create a list of your pages that users can search and find.

If the search engine detects duplicate information on your pages, it can consolidate the pages in the index. For example, if two pages are 95 percent the same, the search engine probably will not show that result twice. We have found this to be true with product pages as not every product will be indexed. If you are unsure how similar two of your pages are, use a page compare tool. It is recommended that content shouldn’t be more than 30 percent similar to other pages.

Not All Pages Will Be Indexed and That’s OK!
You can view the status of your website’s index using tools such as Search Console. If you don’t see all your pages, don’t panic! Not all pages will be indexed and that is OK. 

The Search Console doesn’t tell you exactly why pages were not indexed, and we have not found a set of hard rules to get your pages indexed. There are, however, some useful guidelines. 

In our experience, the primary reason a page isn’t in the index is lack of unique, high-quality content. If you search the internet, you will find many articles that help clean up errors, fix technical issues, etc. However, for the majority of websites, this isn’t the issue. Rather, it’s that the content is not strong enough. You can use tools like Keyword Planner to help you see what Google sees on your pages.

What is High Quality, Unique Content?
What does that mean exactly? Well, each page should have approx 500 words of unique content. The 500 words are text paragraphs that include keywords exclusive to that page. You should avoid copying and pasting the same paragraphs from other pages on your website, or from any other website. If writing isn’t your strong suit, consider hiring a professional copywriter who is skilled at creating optimized content for the web.

Product pages need to be about a specific item, and they need to be useful to the people reading them. Search engines might ignore specification, model information, product numbers, manufacturer information,or anything that is not unique or just identifies the product. Instead of those details, write a solid product description, explain what the item is used for, and its benefits. Don’t forget to include keywords, reviews, and testimonials.  

If you have many similar products, or a unified product line line, you might consider a single page to group products together and provide more details about the entire line, as not all individual product pages will be indexed.

Focus on Your Customers
Reviewing the Index Status in tools like Search Console can help you see which pages are indexed, and which need some work. However, make sure you take that information with a grain of salt. Remember to focus on your customers first by creating robust, keyword based, high quality, unique content and your website traffic will flourish.  

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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