Crawling and Indexing. Without them you can't rank. If you can't rank, you can't get search traffic. If you can't get search traffic, your online marketing efforts are going to suffer; and in our industry that is a colossal FAIL.

This seems like simple stuff we all take for granted, but it's critically important to understand what you must do--and avoid--to make sure your site is regularly crawled and then maintained in the primary index of each of the major engines. Even if you think you know it all, take a few minutes to watch this week's Whiteboard Friday...you may just realize you've been ignoring some critical ranking factors.