Googlebot Crawling: How High-Quality Content Affects Frequency

In a recent discussion, Google’s Gary Illyes and Lizzi Sassman shed light on key factors that can prompt increased Googlebot crawling on websites. While they emphasized that constant crawling isn’t always necessary, they acknowledged there are strategies to encourage Googlebot to revisit your site more frequently.

The Role of High-Quality Content

One of the critical factors discussed was the impact of high-quality content on Googlebot’s crawling frequency. Many websites struggle with the “discovered but not indexed” issue, which often stems from outdated SEO practices. With 25 years of experience in SEO, I’ve observed that industry best practices often lag behind Google’s evolving methods. This gap can make it challenging for site owners to identify and address issues even when they believe they’re following the right practices.

At the 4:42 mark of their discussion, Gary Illyes highlighted that signals of high quality detected by Google’s algorithms could trigger an increase in crawl frequency:

“…generally if the content of a site is of high quality and it’s helpful and people like it in general, then Googlebot—well, Google—tends to crawl more from that site…”

However, Illyes didn’t provide specific details about what signals indicate high quality and helpfulness. Although Google doesn’t explicitly outline these signals, we can infer some possibilities based on existing knowledge and patents.

Signals That May Influence Crawling Frequency

Two patents are particularly relevant when considering what might influence Google’s crawling decisions:

1. Branded Searches and Implied Links: While some believe branded searches act as implied links, this interpretation doesn’t align with the patent’s details. Instead, branded searches might signal user recognition and trust in a brand, which could prompt more frequent crawling.
2. Navboost Patent (2004): Often misunderstood as being related to click-through rates (CTR), this patent actually focuses on user interaction signals. The early 2000s saw a significant interest in how clicks and other user behaviors impact search rankings, suggesting that positive user interactions might lead to increased crawling.

Overall, signals that suggest users find a site helpful—such as content that meets their expectations and needs—are likely to contribute to better rankings and potentially more frequent crawling.

The Froot Loops Algorithm: Meeting User Expectations

One interesting concept that emerges in this discussion is what I call the “Froot Loops algorithm.” This idea revolves around Google’s reliance on user satisfaction signals to evaluate whether search results are fulfilling user intent.

Just as supermarkets stock sugary cereals because they meet customer expectations, Google prioritizes search results that satisfy user intent, even if the content quality is debatable. For example, a popular recipe site with simple, shortcut-heavy recipes might not impress culinary experts but still ranks well because it delivers exactly what its audience wants—quick and easy meal ideas.

This analogy highlights the importance of understanding and meeting your online audience’s expectations. Even if your content isn’t perfect by traditional standards, if it satisfies what users are searching for, it’s more likely to be deemed “helpful” by Google’s algorithms.

Ultimately, improving Googlebot’s crawling frequency is about more than just following traditional SEO best practices. It’s about creating content that genuinely meets user expectations and is perceived as helpful. By focusing on delivering what your audience wants—rather than what you think they should want—you’re more likely to trigger the signals that prompt Google to crawl your site more often.