Websites aren’t built just to publish content, and metadata isn’t fine-tuned for fun; it’s all of these activities that work together so your pages can be discovered more easily. For years, Google Search has been the primary gateway to that visibility, thanks largely to its web crawlers.
Since the late 1990s, Googlebot and other traditional crawlers have scanned websites, fetched HTML pages, and indexed them to help people find what they’re looking for. As of January 2024, Google accounted for 63% of all U.S. web traffic, driven by the top 170 domains.
But now, according to a survey by McKinsey, half of customers
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