Websites must have “crawlability”

It is important that websites have “crawlability”, or are accessible by search engines, an industry expert has advised.

Tom Griffiths, of digital agency Cheeze, said that the most important aspect of a website’s design is it’s “crawlability”, stressing that it is fundamental Google can crawl or access a firm’s online content, if the business is to have any chance of success.

Writing on NetImperative.com, he pointed out that engaging, relevant and useful content is vital to a successful sales proposition or advisory site, but if Google is unable to find the content, then neither will existing or potential customers.

Mr Griffiths recommended that online marketers should have a hierarchical site map on their websites and should always make use of clear URLs so that Google knows what to expect on the page.

“Ensure that titles and headings throughout the site emphasise the important elements of your site,” he wrote.

“As you would want to promote the key products and services to your customers, so you need to ensure that Google understands your prioritised product offering.”