When Google indexes a website it looks at whether the pages can be crawled, what each page is about, how well the content answers a likely search, how the site is structured and linked together, how quickly it loads and how it behaves on a phone. It increasingly reads a page the way a person would rather than counting keywords.

What Does Google Look For When Indexing a Site?

What does Google look for when Indexing a website?

To get the best out of both the AI Chat Assistant and the way Google now uses AI to understand and rank websites, we need to make sure your website is properly structured, up to date and built on a solid foundation.

This means reviewing the website as a whole, improving its structure, updating key pages, refining the content, adding new content where needed, and making sure the information the AI Assistant uses is accurate, relevant and complete.

AI helps us do this much more efficiently than was previously possible. We use AI tools to analyse the website, identify gaps, highlight outdated or unclear content, review page structure, compare how competitors are presenting similar services, and suggest improvements to wording, headings, page titles, descriptions and search visibility.

This does not mean handing the job over to AI. The tools help with the heavy lifting, but we review, refine and implement the recommendations ourselves. Our role is to make sure the work is accurate, appropriate for your business, commercially sensible and written in the right tone.

The benefit is that we can now carry out a much deeper and more detailed review in less time. AI helps us quickly identify areas that need improvement and supports the creation of stronger, clearer and better-optimised content. We then apply our own judgement and experience to make sure the final result works properly for your website, your customers and your business.

This is particularly important because AI will only ever be as good as the information it is given. If your existing website contains outdated, incomplete or unclear information, the AI Assistant may reflect those weaknesses. By improving the website first, we give both the AI Assistant and Google’s AI systems the best possible foundation to work from.