Google, Bing and Yandex SEO — How Search Engines Discover, Crawl, Index and Display Websites in Search Results

Publishing a website on the internet does not automatically mean that it will appear in Google, Bing or Yandex search results.

Buying a domain name, purchasing hosting, preparing a modern web design and publishing the website are only the beginning.

For search engines to discover a website, crawl its pages, understand its content, index the appropriate pages and associate them with search queries, the technical infrastructure needs to be configured correctly.

Google describes its search process primarily through three stages: crawling, indexing and serving search results. In other words, pages are first discovered and crawled, their content is then analyzed and indexed, and finally appropriate results are generated for the user's query.

Bing and Yandex also provide various webmaster tools for monitoring website crawling, indexing and technical conditions.

Therefore, professional SEO is not simply about “adding keywords.”

SEO requires several areas to be considered together:

• web design
• technical SEO
• content
• site architecture
• URL structure
• mobile compatibility
• performance
• sitemap
• robots.txt
• canonical
• hreflang
• internal linking
• server performance
• security
• indexing

user experience.

What Is the Main Difference Between Google, Bing and Yandex?

The basic purpose of all three search engines is similar:

To find web pages related to a user's search and display them in the results.

However, each search engine has its own crawling systems, algorithms, webmaster tools and technical evaluation methods.

Therefore, the assumption that “if it works on Google, it will definitely work the same way on other search engines” is not correct.

A professional website should be developed with the technical requirements of different search engines taken into consideration as much as possible.

This can be particularly important in markets such as Georgia, where different languages and different search habits exist together.

The First Stage of SEO: Search Engines Must Find Your Website

Before a search engine can evaluate the pages on a website, it must first discover those pages.

A URL can be discovered through different methods.

For example:

• a link from another website
• internal links within the website
• sitemap
• previously known URLs
• webmaster tools and notification mechanisms

can help search engines discover pages.

Therefore, simply creating a page is not enough.

The page also needs to be accessible within the website's structure.

What Is Crawling?

Crawling is the process in which a search engine bot visits a web page and examines its content and technical structure.

Google performs this work through Googlebot, Bing through Bingbot, and Yandex through its own crawling robots.

When a bot visits a page, it can process various types of information, including:

• HTML
• links
• headings
• text
• images
• metadata
• structured data

technical directives.

Google also attempts to process pages that use JavaScript by rendering their content.

For this reason, SEO for modern JavaScript applications is not limited to writing HTML headings.

What Is an Index?

An index is the database of information that a search engine collects about web pages and uses when generating search results.

Crawling a page and indexing a page are not the same thing.

For example, a bot may have visited a page while the page may not have been added to the search index.

There can be many technical or content-related reasons for this.

Crawled ≠ Indexed ≠ Ranking

One of the most common SEO mistakes is treating these three concepts as the same thing.

A URL can have three different states:

1. Crawled

The search engine visited the page.

2. Indexed

The page was added to the search engine's index.

3. Visible in search results

The page is displayed for specific search queries.

Therefore:

“Googlebot visited my page.”

does not mean:

“My page appears on Google for the keyword I want.”

What Is a Sitemap?

A sitemap is a file used to provide search engines with important URLs from a website.

One of the most common formats is an XML sitemap.

For example, it may be available at:

https://example.com/sitemap.xml

A sitemap can help search engines discover URLs. However, submitting a sitemap does not guarantee indexing or ranking.

Which Pages Should Be Included in a Sitemap?

A sitemap should generally contain important, indexable pages that you want to be available in search results.

For example:

• homepage
• service pages
• category pages
• product pages
• blog articles
• industry pages
• genuine city-specific service pages
• corporate pages

may be included depending on the website structure.

However, pages such as:

• admin pages
• user panels
• shopping carts
• login pages
• temporary pages
• internal search results
• technical filter URLs

should not be added to the sitemap without a specific reason.

How Should Sitemaps Be Managed on Large Websites?

A sitemap does not have to be a single file.

Multiple sitemaps can be created for large websites.

For example:

/sitemap-pages.xml

/sitemap-blog.xml

/sitemap-products.xml

/sitemap-categories.xml

/sitemap-services.xml

/sitemap-cities.xml

A:

/sitemap-index.xml

file can then combine these files.

This structure can be useful for large e-commerce websites, listing platforms, corporate portals and projects containing a large number of pages.

What Is Robots.txt?

robots.txt is a file used to provide crawling instructions for search engine robots regarding specific URLs or directories.

For example:

https://example.com/robots.txt

The main purpose of robots.txt is to control crawler access.

Robots.txt and Noindex Are Not the Same

This distinction is particularly important.

robots.txt primarily controls crawler access.

noindex is a different directive used to prevent a page from being indexed in search results.

If a page is completely blocked through robots.txt, the search engine may not visit the page and therefore may not see its noindex instruction.

Therefore, it is more accurate to think of them as:

Robots.txt = crawl control

Noindex = indexing control

Can a Sitemap Be Specified in Robots.txt?

Yes.

For example:

• User-agent: *
• Disallow: /admin/
• Disallow: /login/
• Sitemap: https://example.com/sitemap.xml

can be used.

However, robots.txt should not be made unnecessarily complicated. Only rules that are actually needed should be included.

What Is Google Search Console?

Google Search Console is a Google service that allows website owners to monitor various technical and search visibility aspects of their websites in Google Search.

It can provide information about:

• indexing status
• URL Inspection
• sitemap
• technical problems
• search performance

page status.

For a new website, setting up Search Console should be one of the basic steps in the SEO process.

Why Is URL Inspection Important?

URL Inspection can be used to check how Google sees a particular URL.

For example, it can help investigate whether:

https://example.com/services/web-design

is indexed, which canonical URL Google selected and various technical conditions.

A recrawling request can also be submitted.

However, requesting recrawling does not mean that the URL will immediately or certainly appear in search results.

What Is Bing Webmaster Tools?

Bing Webmaster Tools is a webmaster platform used to monitor website visibility and technical conditions in Bing search.

Bing's URL Inspection tool provides checks for:

• crawl problems
• index status
• SEO problems

markup information.

The Live URL view can also be used to examine how Bingbot sees the page.

What Is Yandex Webmaster?

Yandex Webmaster is particularly relevant for websites targeting Russian-language search traffic or seeking visibility in Yandex.

Yandex Webmaster can be used to monitor:

• sitemap
• crawl statistics
• URL status
• indexing problems
• robots.txt

website sections.

Companies producing Russian-language content or targeting Russian-speaking users can also analyze Yandex Webmaster data separately.

How Should SEO Be Done for a Multilingual Website?

For a company operating in Georgia, a four-language website can serve different search intents within the same infrastructure.

For example:

/tr/

/en/

/ru/

/ka/

can be used as language directories.

Subdomains or separate domain structures can also be used.

What matters is that search engines can correctly understand which URL represents which language.

What Is Hreflang?

Hreflang is a signal used to communicate relationships between different language or regional versions of pages to search engines.

For example, the same service page may have:

Turkish:

/tr/web-tasarim/

English:

/en/web-design/

Russian:

/ru/veb-dizayn/

Georgian:

/ka/web-dizaini/

versions.

Correctly defining the language relationship between these pages can help search engines understand which language version is relevant.

One of the Biggest Problems with Multilingual Websites

Adding four language options while using the same content across all pages is not a correct multilingual SEO strategy.

The Turkish page should contain Turkish,

the English page should contain English,

the Russian page should contain Russian,

and the Georgian page should contain Georgian

content.

Simply translating the menu and a few buttons is not enough for multilingual SEO.

What Is Canonical?

Canonical is a mechanism that helps indicate a preferred URL when several URLs contain identical or similar content.

For example, if:

/web-design

and

/web-design?utm_source=google

display the same content, the handling of these URL variations becomes important.

Canonical can help search engines identify the representative URL among duplicate or highly similar pages.

Why Is Canonical Important?

The issue becomes especially important on e-commerce and filtering systems, where the same product or category can be accessed through different URLs.

For example:

/phones

/phones?sort=price

/phones?brand=apple

/phones?color=black

may all be generated.

Whether each URL should be a separate SEO page needs to be determined strategically.

Automatically indexing every URL is not necessarily correct.

What Is Noindex?

noindex is a directive used to prevent a specific page from being included in a search index.

For example, it may be appropriate for:

• admin panels
• thank-you pages
• internal search results
• certain filter combinations

private user pages.

However, noindex should not be used randomly.

Accidentally adding noindex to important service pages can create serious SEO consequences.

One of the Most Dangerous SEO Problems: Incorrect Noindex

During development, a website may use:

<meta name="robots" content="noindex">

If this tag is accidentally left on the live website, it becomes a serious technical problem.

The page is effectively telling search engines that it should not be indexed.

Therefore, before launch, the SEO checklist should include:

• robots meta
• X-Robots-Tag
• robots.txt
• canonical
• sitemap

HTTP status.

Do HTTP Status Codes Affect SEO?

Yes.

In particular:

200 → The page is served successfully.

301 → Permanent redirect.

302 → Temporary redirect.

404 → Page not found.

410 → Resource permanently removed.

500 → Server error.

These statuses have different meanings for SEO and crawling.

If an important service page accidentally returns a 404, this is not only a user experience problem.

It also affects the search engine's ability to access that URL.

What Is a 301 Redirect?

A 301 redirect can be used when a page has permanently moved to another URL.

For example:

Old:

/web-design

New:

/web-design-company

If the old URL has been replaced, a redirect can connect the old URL to the new one.

This is particularly important during website redesigns.

Why Can SEO Be Affected During a Website Redesign?

Changing a website's design does not automatically improve SEO.

An incorrect migration can instead cause significant URL losses.

For example, if the old website has:

/web-design-company

while the new website uses:

/services/web-design

the future of the old URL must be planned.

If the old URL is simply removed without an appropriate redirect, existing links and known search engine URLs may be affected.

Therefore, a website redesign can also be treated as an SEO migration project.

JavaScript SEO

Modern websites can use JavaScript.

With React, Vue, Angular or custom JavaScript applications, there can be differences between how content is displayed to users and how search engines process that content.

Therefore:

“It appears in the browser, so Google definitely sees it.”

is not a safe assumption.

Technical testing is especially important when the primary content is created only after JavaScript execution.

Website Speed for SEO

Website speed is important not only for SEO but also for user experience.

Heavy JavaScript files, unnecessary images, poor caching configuration and slow server responses can make users wait for pages.

During web development, the following should therefore be considered:

• image optimization
• caching
• CDN
• CSS optimization
• JavaScript optimization
• lazy loading

server performance.

Mobile SEO

If a website looks correct on desktop but breaks on a phone, it should not be considered a technically successful website.

On mobile devices, the following should remain usable:

• navigation
• buttons
• fonts
• forms
• tables
• images
• product cards

payment screens.

For websites targeting local businesses in Georgia, mobile user experience should also be analyzed separately.

Local SEO and Georgia

Local SEO includes work intended to improve a company's visibility for searches related to specific cities or regions.

For example, searches may occur in different languages for:

web design Batumi

web design Georgia

web design company Georgia

веб дизайн Батуми

веб студия Грузия

ვებ დიზაინი ბათუმი

ვებ დიზაინის კომპანია საქართველო

Simply repeating a city name hundreds of times on a page is not proper local SEO.

Each city page should provide meaningful information and services genuinely relevant to that area.

What Should an SEO Page for Batumi Look Like?

For example, a Batumi web design page can contain genuinely relevant information about businesses in Batumi:

• websites for Batumi businesses
• tourism and hotel websites
• restaurant websites
• real estate websites
• e-commerce
• multilingual web design
• Russian/Turkish/Georgian/English content
• local customer communication
• corporate email
• hosting

SEO.

Such a page is more meaningful than a text that simply repeats the city name.

SEO Page for Georgia

A Georgia page can address the real needs of businesses operating in Georgia.

For example:

• corporate websites
• software development
• e-commerce
• B2B websites
• corporate email
• SEO
• mobile applications
• digital marketing

custom software.

City pages should be genuinely differentiated rather than copies of one another.

Russian SEO and Yandex

For a website targeting Russian-speaking search users, the Russian content should actually be written in Russian.

Instead of translating a Turkish text word for word, natural terminology used by Russian-speaking users should be preferred.

For example:

создание сайта

разработка сайта

веб-дизайн

веб-студия

корпоративная почта

кибербезопасность

интернет-магазин

SEO-продвижение

can be used according to the topic.

However, these terms should not be repeated mechanically on every page. Content should be built around actual search intent.

Georgian SEO

The same principle applies to Georgian content.

Instead of publishing an automatic translation of Turkish or English content, the Georgian version should be written naturally for Georgian readers.

Some technical terms may remain in the forms commonly used within the industry:

• SEO
• Hosting
• VPS
• API
• CRM
• CMS
• SSL
• Cloud

What matters is that the overall text is natural and understandable.

What Is Internal Linking?

Internal linking means connecting pages within the same website.

For example, a:

Web Design

page can link to:

Corporate Web Design

Then it can lead to:

SEO Services

And the SEO page can link to:

Digital Marketing

This structure can help users navigate the website and help search engines understand the site's architecture.

What Are SEO Content Clusters?

Instead of targeting hundreds of keywords individually, a website can organize content around topic clusters.

For example, the main topic:

Web Design

can have subtopics such as:

• corporate web design
• professional web design
• e-commerce website
• mobile-friendly website
• website pricing
• getting a website
• website setup
• website security

website SEO.

Another main topic:

Cybersecurity

can include:

• website security
• corporate email security
• SSL
• phishing
• SPF
• DKIM
• DMARC
• VPS security

backups.

This creates a more organized website architecture for long-term SEO.

Is SEO Only for Google?

No.

SEO generally refers to improving organic visibility in search engines.

Google is an important search engine.

However, depending on the target audience, Bing and Yandex can also be considered.

If Russian-language users are an important target, monitoring Yandex Webmaster data can be useful.

Most Common Technical SEO Problems

The following problems should be checked on a website:

• Incorrect robots.txt
• Incorrect noindex
• Missing sitemap
• Incorrect sitemap URLs
• Incorrect canonical
• Multiple canonical declarations
• Broken 301 redirects
• 404 pages
• 5xx server errors
• Very slow pages
• Content hidden because of JavaScript
• Duplicate URLs
• Unnecessary filter URLs
• Missing internal links
• Orphan pages
• Missing titles
• Missing meta descriptions
• Incorrect heading structure
• Incorrect hreflang on multilingual pages
• Poor translation quality
• Non-indexable URLs included in the sitemap
• Mobile usability problems
• SSL/HTTPS problems
• Incorrect domain redirects

Old URLs lost during migration.

What Should Be Checked During an SEO Audit?

A professional SEO audit should not focus only on keyword density.

Technical layer

• HTTP status
• robots.txt
• sitemap
• canonical
• redirects
• SSL
• DNS
• server response
• crawlability
• Content layer
• title
• description
• headings
• content quality
• duplicate content
• search intent
• language quality
• Structural layer
• URL architecture
• category structure
• internal linking
• breadcrumb
• site hierarchy
• Multilingual SEO
• hreflang
• language directories
• canonical
• translation quality
• language-specific sitemap
• language-specific URL structure
• Local SEO
• city-specific services
• Google Business Profile
• local content
• contact information
• service areas
• Is “One Page for Every Keyword” the Right Approach?

Creating a separate page for every small keyword is not always the correct strategy.

For example:

• web design
• web design company
• website design
• web site design
• web design services

may be closely related expressions.

Creating five pages that are essentially copies of each other may be less useful than creating one strong and comprehensive page.

Variations can be used naturally within the same topic.

However, separate pages can be appropriate when search intent is genuinely different.

For example:

Web Design

and

E-commerce Website

do not represent exactly the same search intent.

Similarly:

Corporate Email

and

Cybersecurity

are different topics.

SEO Approach for BEST SOFT

The same principles can be applied to the website of a web design and software company such as Best Soft Company / BEST SOFT.

For example, its main service clusters could include:

Web Design

Software Development

E-commerce

Mobile Applications

Cybersecurity

Corporate Email

Hosting and Servers

SEO

Digital Marketing

Under these categories, genuine city- and industry-focused service pages can be created.

For example:

• web design Batumi
• web design Georgia
• web design Kobuleti
• e-commerce in Georgia
• hotel website
• restaurant website
• real estate website
• furniture website
• dental clinic website

beauty salon website.

However, these pages should not simply be copies of each other.

How Should SEO Be Used in a 100-Topic Content Strategy?

If 100 articles are being prepared, the goal should not be to repeat the same keyword 100 times.

Each article should address a different search intent.

For example:

Part 1: What is web design?

Part 2: How is a professional website created?

Part 3: What is corporate web design?

Part 4: Cybersecurity

Part 5: Corporate email

Part 6: Google, Bing and Yandex SEO

Then:

Part 7: Digital marketing

Part 8: Website pricing

Part 9: E-commerce websites

Part 10: Mobile application development

After that, the content architecture can expand into industry, city and technology clusters.

This allows the blog to become more than a collection of individual articles; it can become a broad topical network supporting the company's service pages.

Conclusion

Google, Bing and Yandex SEO is not simply about adding keywords.

For a professional website, search engines first need to discover the site, then crawl it, understand its content and index the appropriate pages.

Therefore, the following should be considered together:

• sitemap
• robots.txt
• canonical
• noindex
• hreflang
• URL structure
• HTTP status
• internal linking
• JavaScript
• mobile compatibility
• website speed
• content quality

multilingual architecture.

For a company in Georgia serving Turkish-, English-, Russian- and Georgian-speaking customers, SEO has another important dimension: multilingual search architecture.

Content targeting Batumi, Kobuleti and other cities should contain genuine services and local information rather than becoming artificial pages that simply repeat city names.

A properly developed website is not merely a visually attractive design.

Code, content, technical SEO, security, servers, language architecture, user experience and search engine accessibility should be planned together.

For Best Soft Company / BEST SOFT, professional web design therefore goes beyond visual design and becomes an integrated structure of website + software + SEO + security + infrastructure + digital marketing.

Best Soft Company, Nadzaladevi N#15, Tbilisi. Write to info@bestsoftcompany.com. Phone +995 511 529 400. Site: https://www.bestsoftcompany.com/