A JSON-LD for SEO customer was asking about Google sees and re-ranks their Shopify store based on what’s changed:
And my question is… Google goes through the pages from time to time, and takes into account the changes made by improving or worsening the ranking of the pages in the search engine?
Correct, Google will come back and read the pages from time-to-time to update rankings. This process is called crawling because they have a program called a web "spider" that "crawls" the world wide "web".
Really old computer geek humor.
How often Google comes back depends on a lot of factors about your website like how often it’s updated, how popular it is, and if they find any new links to your website. Some websites are crawled every hour, others take weeks.
Each time only a few pages are read and they’ll schedule the others for later. They have a priority system of some kind so important pages like your homepage are seen more frequently that a product that is hidden away in your Dustbin Clearance collection.
All of that data they find when crawling gets feed into their algorithms which then adjust your rankings.
Adding content and improving your SEO in-general can help increase the speed of crawling, which means your results are updated quicker, which means you’re crawled more frequently, etc. It’s a reinforcing cycle and explains how SEO can be really powerful at the higher scales.
This is a rough basic overview, the real process is more complex with a lot of subtleties but it still works roughly the same.
Though it doesn’t impact rankings, Google’s Rich Results and their structured data behind them can help attract more traffic.
With JSON-LD for SEO it’s easy to get those setup for your store. The app will automatically add the data needed for search enhancements on products, blog posts, landing pages, and more.
Already trusted by a few thousand Shopify stores since 2015, it’s the safe choice for structured data.
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