If you are immersed in the world of SEO, you probably already know the importance of doing a good job on a website. You understand the relevance of keywords, link building, usability, page speed, and responsive design to achieve prominent positioning in search results, particularly on Google, the giant that drives a large portion of web traffic.
However, in this article, we will delve into an equally essential component that is often overlooked: the sitemap. For those who already master the basics of SEO, we will explore in detail what a sitemap is and why creating and optimizing it is crucial to taking your SEO strategy to the next level. Keep reading to discover how this tool can boost your search engine optimization efforts.
What is a Sitemap?
If you have ever used a hierarchical chart while drafting a document in Word, you will easily understand what a sitemap is. Instead of drawings, a sitemap uses other directional methods.
The name says it all: it is a map of your website. It contains information indicating the correct path that the “crawler” should follow.
A “crawler” is a robot that scans the web and locates relevant pages for each search, like Google Bot. Imagine this situation: a miner needs to explore a gold mine they have never visited before. Before doing so, they must dig and explore every corner to find what they are looking for. However, if someone provides a map, everything becomes much easier, right?
That is precisely the sitemap’s function: to help Google’s robot do its job. This speeds up indexing processes, resulting in faster crawl times and page loading.
Sitemap information is stored on the server where the website resides and shows its entire structure like an index, optimizing search engine efficiency. This not only benefits Google but also provides you with faster and more accurate results.
What does a Sitemap include?
Now that we have seen what a Sitemap is, it is time to see what it includes. It contains the main URLs of the website, meaning those read in order of priority. It also includes information about hierarchy, link structure, and updates. These can be conversion pages, blog posts, or tabs. In short, you should prioritize those you consider truly important for your business.
Benefits of a Sitemap
In SEO, one of the main techniques is link building, i.e., obtaining references on other pages that redirect users to your website. When a page does not receive many inbound links, it may go unnoticed by the robot. Therefore, it is essential to indicate to Google that it should be considered, facilitating recognition and ranking in search results.
Additionally, using dates indicates content updates, prompting the robot to revisit them. This technique of restructuring and expanding content is commonly used to improve page ranking.
Google also values site administrators who make the robot’s job easier, which is a recommended and rewarded practice by the search engine.
When should you use a Sitemap?
While it is recommended to create a sitemap for any blog or website, there are specific situations where it is essential. Here are some of them:
Sites with dynamic content
If your website is frequently updated or has new posts regularly, a sitemap is essential. This applies to sites such as news portals, corporate SEO-focused blogs, and online stores with frequent inventory changes.
Sites with ranking difficulties
Some pages may face challenges in ranking well on search engines due to factors such as using languages like Ajax or Flash, or if created on platforms like Wix.
New Sites
Newly created websites often have low domain authority at the start. In such cases, Google may take longer to crawl internal pages. A sitemap can accelerate this process.
Sites without link building
If your website does not receive many inbound links, the robot may consider it irrelevant. To increase your chances of appearing on Google, using a sitemap is recommended.
Sitemap Formats
There are several sitemap formats you can use, each with its own characteristics and specific uses. Here are some examples:
- XML: This is the most common web format. It contains a list of URLs formatted in a coded language specifically designed for SEO optimization. It can be created manually or with specific tools and also supports images and videos.
- TXT: This format is simpler and is a text file that can be created in basic editors like Word or Notepad. However, it lacks some important information, such as URL modification date and page organization.
- Atom-RSS: This format is widely used in blogs. In it, the blog’s news section acts as a sitemap but considers the publication date as a priority factor. It functions similarly to a content aggregator to which users can subscribe.
- Google Sites: If your website is created through Google Sites, a sitemap is automatically generated. However, it must be submitted to obtain report information.
Types of Sitemaps
Since the internet offers many different opportunities, your website may require several types of sitemaps to be more specific. Below, we describe some types and their characteristics:
Image Sitemaps
These sitemaps are designed for websites focused on visual content, such as image banks, photographer and illustrator portfolios, and even some online stores. They specifically target images and are essential for appearing in Google Images results.
Video Sitemaps
Since videos are popular online, it is important to rank them well in search engines. Sometimes GoogleBot may overlook videos, so creating a dedicated video sitemap is a good idea. These should include information such as descriptions, duration, and thumbnails.
News Sitemaps
If your website includes a news section, it is necessary to have a sitemap specifically for this area. These take into account the blog’s news section and are essential if you want your news to appear on Google News. In addition to the sitemap, you must follow certain steps and request the inclusion of your articles in Google News through the Google Publisher portal.
Conclusion
Determining when to use a sitemap depends on the nature of your website. If your site is frequently updated, faces ranking challenges, is new, or lacks link building, a sitemap is essential.
Do not underestimate the power of sitemaps. These organizational and optimization tools can make a difference in your strategy, ensuring that your site is efficiently crawled and indexed, which in turn translates into better search rankings and ultimately increased traffic and online visibility.
