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For search robots to index your site, they must be able to crawl your pages. Errors such as broken links can block robots, a problem that hinders hundreds of thousands of sites. To help, Google Webmaster Tools provides a Crawl Errors feature.

Have a Navigation Strategy

When search robots crawl your site, they navigate your internal links to determine which priority pages should be indexed most highly. Neglecting navigational strategy can rank pages incorrectly or make sites look artificial. To avoid this, design a logical hierarchy that serves your visitors’ navigational needs. For each page, ask, “Where does a visitor need to go from here?”

Build Natural Links

Google has recently targeted what it considers unnatural linking methods, such as large-scale article marketing and guest posting, and optimized anchor text in press releases. While this makes things challenging for SEO practitioners who have been using these methods, for the general website owner, it underscores the importance of natural link-building for search engine ranking. Building links to your site from relevant sources using natural anchor text is crucial to optimizing any website.