Save Your Web Pages from Google's Dreaded Supplemental Index

Keep your web pages in Google's primary resource for expert information.

October 10, 2007
Found in: Articles : Editorial : Web Site Marketing & Strategy : Search Engine Marketing :

NOTE: It has been difficult to get straight answers from Google as to the exact nature of this Supplemental Index. What we do know at this point is that it is always better to be in the Primary Index.

This can be really bad for your search engine rankings. The alternative index is like Google's septic tank, where all the overflow gets dumped. You definitely don't want to be there.

When Google deems one of your web pages "unworthy" of being a part of their search engine's results, they put it in a dreaded limbo called the "supplemental index." The chances it'll show up on a search results page are virtually nil. At the very least, it's worse than putting your star players in the penalty box for most of the game! So how do you avoid this catastrophe?

The short answer is "play by the rules." The longer answer, the one you can really act upon, is what we're about to show you. Not only will these strategies keep you out of the supplemental index, they could help improve your overall Search Engine Optimization (SEO).

1. Be original
   You've heard this again and again, but it still holds true. Google likes original content. It's a good policy to never copy and paste text from another web site, even if it's your own site. What this means in practice is a little bit more complicated.
   
   Every page on your web site has to be original. If you post an article or a press release on another web site and you want to archive it on your own site as well, you'll have to tweak it.
   
   For example, post a newsy and informative version of your article on PR web and other strategic sites. Then create a version on your website that offers something more, or at least something different.
   
   You could have more in-depth information in the article you post on your site, or have more of a sales and marketing focus than other web sites will allow. Be creative. (That's another great way to stay off the supplemental index!)
   
   
2. Think Globally, Act Locally
   
   If you use global title and description tags for your web site, this could make you potential fodder for Google's supplemental index. If your content management system doesn't let you have different description tags for each page, you might want to disable your description tag function altogether.
   
   
3. Link Up
   
   If there aren't a lot of links to a new web page, Google might interpret this as "junk page" and put it in the supplemental index.
   
   The quick solution is to have links to a new page from your other web pages. For those using Enthusiast Site Director, much of this will be done for you automatically. Otherwise, simply create links from some of your high-traffic pages to the new page.
   
   The other key to avoiding the supplemental index is to give your new pages some links from your link building campaign. Instead of having all new links directed to your home page or landing page, link to some of your internal pages.
   
   NOTE: I speak about this point of gather relevant links to increase page weight and Search Engine Equity in both my Salesforce.com Dreamforce07 session and a recent recorded webinar with MAP. Both of these offer specific examples of how to maximize this strategy.
   
   
4. Site Map It
   
   Google offers a Site Map. Use it.
   
   Whether this is genius, necessary, or an act of submission to Google, it will help your search engine rankings. Add a Google site map file to your web site, and mark any new pages as "important." This can have a strong influence on the way Google ranks the page, and will probably protect you from being dumped into the supplemental index.
   
   Ultimately, your content is king. By maintaining an interlinked network of unique pages bearing original content, you can master search engine optimization. Not only does good, original content save your web pages from the supplemental index, it can boost your search engine rankings as well.
   
   Along with high Search Engine Result Page (SERP) rankings, when users find your site and come to visit, you'll have vast resources to capture their interest and turn them into clients!
   

Get Clarity With A FREE Search Engine Equity Score Report

Google's Supplemental Index is one of many factors that indicate the total Search Engine Equity of your web site. To get a more complete picture, consider our FREE Search Engine Equity Score Report. There is no obligation and it will contain concrete and specific ways to improve your Search Engine Equity, guaranteed!

Search Engine Equity Score Process