In brief: A web search engine discovers, processes and ranks web content to offer relevant results for a user’s query.
How I use a web search engine in practice
I address a web search engine from the simplest test towards more expensive diagnostics. First I try to reproduce the problem, separate a content error from a template error and find out how many addresses it affects. I deploy the fix to a small sample, check status and internal links, and only then expand it.
What to watch out for
A technical solution must not conceal weak content. A web search engine can remove an obstacle, but it cannot create a reason for someone to visit or trust a page. I therefore assess the fix together with the URL’s role, internal linking and the next step.
Questions for a decision
- What exactly does the server return and what does a person see on an important URL?
- Is this an individual error or a pattern in a shared template?
- What is the impact on discoverability, use or conversion?
- How will we test the change before a broad rollout?