Unless a web page is indexed, it cannot generate any traffic to the website from search engines. If you could have more than one listing in the phone book for all of the products and services you offer, you would. Indexing is very similar. It's the way that search engines include pages in their database and is the starting point for evaluating overall search marketing performance.
Depending on how your site is built and the value it provides to an audience, the search engines might index one of your pages, or they might index thousands of them. Search engines crawl the World Wide Web to include web pages they find relevant within their search engine index.
Today, it is estimated that only 20% of all material published online is being indexed by search engines. If your website has two-thousand pages, but only ten of them are indexed, only .5% of your website is available to people searching. The more pages you have indexed, the more keywords you can compete for. If 100% of your website is indexed, these pages represent hundreds, if not thousands, of ways to be found. Pages can't rank in search results if they aren't indexed!
Some of the items that can impact your website's ability to get fully indexed are:
- Global site navigation
- Footer links
- Site maps
- Form based navigation
- Multiple query parameters within URLs
- Spider traps
- Indexing of identical content
- Session ID's
- Javascript links
- URL length
- Directory structure
- Content publishing
- Use of cookies
- Search engine exclusion protocols
- Robots.txt
- Meta-robots tag
- Javascript content
- Spam characteristics
- Invisible text
- Text embedded in "hidden" code
- Text in comment tags
- Internal link flexing
- Domain spam
- Cloaking strategies
- Use of redirects
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