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When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the query.

It’s possible to block search engine crawlers from part or all of your site, or instruct search engines to avoid storing certain pages in their index. While there can be reasons for doing this, if you want your content found by searchers, you have to first make sure it’s accessible to crawlers and is indexable. Otherwise, it’s as good as invisible.

By the end of this chapter, you’ll have the context you need to work with the search engine, rather than against it!

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