Google Ads: 4 Strategies To Optimize Stale Evergreen PPC Campaigns

If you search for [bbc news] and some other queries on Google Search you might run into a weird bug with Google’s pagination. Scroll down to the footer where you can go to the next page of results (like anyone does that) and you will see only a few pages, when there should be probably countless pages.

John Mueller of Google wrote a very detailed and honest explanation on why Google (and third party SEO tools) do not crawl and index every URL or link on the web. He explained that crawling is not objective, it is expensive, it can be inefficient, the web changes a lot, there is spam and junk and all of that has to be taken into account.

Here is a recap of what happened in the search forums today…