Any website that gets ranked by Google or any search engine gets crawled by spiders, who then determine its ranking accordingly. The most significant signals that spiders receive from a website are the title tags, HTML headings and anchor text. It is important to have consistent, relevant copy in all three elements in order to send the clearest signal to the internet arachnids. If the signal differs between all three elements, search engine spiders will get confused and not be able to match up certain pages on your site with a searcher’s query. This not only means that your website isn’t getting ranked as high as it could be, but it also means that one of your competitors is now beating you through good search engine optimization .