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Rendering SEO Manifesto - Why we need to go beyond JavaScript SEO

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Want to make sure that your content gets properly accessed by search engines and ranks high? Look no further! In this beginner-friendly introduction to batch-optimized rendering, Bartosz will guide you through how Google is rendering websites on a large scale. You’ll gain groundbreaking insights based on Google’s patents and documentation. Join Bartosz to get a new perspective on technical SEO and use it to get more traffic!

Publicado en: Marketing

Rendering SEO Manifesto - Why we need to go beyond JavaScript SEO

  1. 1. #SEJSummit @bart_goralewicz
  2. 2. #SEJSummit @bart_goralewicz Helping Fortune 500's rank better and get more traffic Bartosz Góralewicz @bart_goralewicz www.onely.com We're deeply specialized: Technical SEO JavaScript SEO Rendering SEO (!) Indexing Issues (!) Web Performance Link to this deck -> on the last slide
  3. 3. #SEJSummit @bart_goralewicz ”We are generally able to render and understand your web pages like modern browsers” 2015 2017 Hold my beer! tea! JSSEO.expert experiment
  4. 4. #SEJSummit @bart_goralewicz ”We are generally able to render and understand your web pages like modern browsers” 2015 2017 Hold my beer! tea! JSSEO.expert experiment http://jsseo.expert/ http://jscrawling.com/ http://htmlcrawling.org/ http://nomoregunsusa.com/
  5. 5. #SEJSummit @bart_goralewicz ”We are generally able to render and understand your web pages like modern browsers” 2015 2017 Hold my beer! tea! JSSEO.expert experiment Oh right! Let’s talk about JS SEO issues. 2017
  6. 6. 2020 We still don’t know the most important part.
  7. 7. #SEJSummit @bart_goralewicz Many JS-powered websites don't get indexed and don't rank. WHY? Google left the conversation. Psssst! Remember! Wordpress, Magento, Wix, Shopify are usually JS-powered too!
  8. 8. #SEJSummit @bart_goralewicz September 2019 www.onely.com/tools December 2019 - TechSEO Boost Research Award!
  9. 9. #SEJSummit @bart_goralewicz The Google Indexing Forecast Indexed pages with JavaScript content not indexed after 2 weeks avg. 35% not indexed one.ly/tgif
  10. 10. #SEJSummit @bart_goralewicz The Google Indexing Forecast Indexed pages with JavaScript content not indexed after 2 weeks avg. 35% not indexed Rendering in 2019: 5 seconds at median one.ly/tgif
  11. 11. #SEJSummit @bart_goralewicz The Google Indexing Forecast Indexed pages with JavaScript content not indexed after 2 weeks avg. 35% not indexed Rendering in 2019: 5 seconds at median one.ly/tgif
  12. 12. #SEJSummit @bart_goralewicz Findings we didn’t expect There are huge brands out there barely in Google’s index 1 Indexing HTML – not as easy as we assumed2 Indexing trends fluctuate during Google updates3 You can get kicked out of Google’s index4
  13. 13. #SEJSummit @bart_goralewicz Site: command new challenges Site:URL – watch out for false negatives* *fortunately, there are a few ways to avoid those and get 100% accuracy
  14. 14. #SEJSummit @bart_goralewicz The biggest challenge of 2020
  15. 15. #SEJSummit @bart_goralewicz The biggest challenge of 2020Getting into Google’s index* *HTML content included
  16. 16. #SEJSummit @bart_goralewicz Percentage of URLs NOT indexed 81% 75% 62% 30% 30% 27%
  17. 17. #SEJSummit @bart_goralewicz
  18. 18. #SEJSummit @bart_goralewicz If you call yourself a Technical SEO, you should learn JS and Python. Google May 2020 Update: What We Learned Google May 2020 Update – What We Know BERT: Google Ranking Factor or False SEO Trend? BERT: The Biggest Ranking Factor You Didn't Know About We Analyzed 11.8 Million Google Search Results. Here’s What We Learned About SEO Google’s 200 Ranking Factors: The Complete List (2020) What Is Dwell Time? Subdomains vs. Subfolders: Which Is Better for SEO & Why? Subdomains vs. Subfolders: Which Is Better for SEO & Why?
  19. 19. #SEJSummit @bart_goralewicz SEO community is slowly starting to notice indexing issues.
  20. 20. #SEJSummit @bart_goralewicz Now we have precise data to validate such claims. one.ly/tgif
  21. 21. #SEJSummit @bart_goralewicz Indexing trends - JS source: onely.com/tools/tgif May Percentage of indexed JavaScript content
  22. 22. #SEJSummit @bart_goralewicz Indexing trends – URLs source: onely.com/tools/tgif May Percentage of indexed HTML content
  23. 23. #SEJSummit @bart_goralewicz Bartosz Góralewicz, June 2020, His Office What have we learned from years of solving indexing issues? Based on our experience, 99% of indexing issues can be solved through technical SEO.
  24. 24. #SEJSummit @bart_goralewicz Let’s get your website indexed today* *well, hopefully today.
  25. 25. #SEJSummit @bart_goralewicz Index selection for dummies SOURCE: Patent Method and apparatus for managing a backlog of pending URL crawls (patent US8676783B1) Limit: 100 people Content Links Indexing strategy Efficient crawling Rendering
  26. 26. #SEJSummit @bart_goralewicz Rendering - a search engine's perspective
  27. 27. #SEJSummit @bart_goralewicz Confession time Father, 81% of my content is not indexed
  28. 28. #SEJSummit @bart_goralewicz Browser BOR vs source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  29. 29. #SEJSummit @bart_goralewicz How Batch- Optimized Rendering works step by step source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  30. 30. #SEJSummit @bart_goralewicz Step 1. BOR skips all resources which are not essential to generate a preview of your page Examples: Tracking scripts (Google Analytics, Hotjar etc.) Ads Images* How Batch-optimized rendering works source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  31. 31. #SEJSummit @bart_goralewicz vs Browser BOR Load: 4.24s Load: 1.91s
  32. 32. #SEJSummit @bart_goralewicz Set the value of a Virtual Clock Step 2. How Batch-optimized rendering works source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  33. 33. #SEJSummit @bart_goralewicz 1. Virtual Clock’s time runs out* 2. Website’s layout is generated *simplification Step 3. How Batch-optimized rendering works source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  34. 34. #SEJSummit @bart_goralewicz Using this data to rank better Virtual Clock Layout source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  35. 35. #SEJSummit @bart_goralewicz Virtual Clock = Rendering Budget* *simplification
  36. 36. #SEJSummit @bart_goralewicz Rendering pauses while waiting for scripts, CSS files etc. Cost of our website’s rendering A script/CSS heavy website needs more “virtual time” on the virtual clock Source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1) Virtual Clock
  37. 37. #SEJSummit @bart_goralewicz Where is the limit?
  38. 38. #SEJSummit @bart_goralewicz How resource-hungry is your website? Superfast CPUSlower CPU 6x slower
  39. 39. #SEJSummit @bart_goralewicz Measuring the Virtual Clock load* of your website. *Ubersimplification 2 options
  40. 40. #SEJSummit @bart_goralewicz Use TLDR Tool 1 one.ly/tldr 2Simulate BOR in your Chrome Dev Tools one.ly/bor Detailed walkthrough
  41. 41. #SEJSummit @bart_goralewicz Virtual clock’s time runs out the LAYOUT is generated Source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  42. 42. #SEJSummit @bart_goralewicz
  43. 43. #SEJSummit @bart_goralewicz Layout vs. Rendering new findings
  44. 44. #SEJSummit @bart_goralewicz text appearing above-the-fold (e.g., visible without scrolling) may be considered more important than text below-the-line.” Content location matters source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1) „
  45. 45. #SEJSummit @bart_goralewicz Patent on Scheduling resource crawls (filed in 2011) The importance of the section is based on (...) prominence of the section within the rendered layout. Source: Patent Scheduling resource crawls (US20130144858A1) ads ads „
  46. 46. #SEJSummit @bart_goralewicz
  47. 47. #SEJSummit @bart_goralewicz Batch Rendering vs. Images
  48. 48. #SEJSummit @bart_goralewicz Google’s rendering service is using mock images. Source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
  49. 49. #SEJSummit @bart_goralewicz Real life example source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1) https://patents.google.com/patent/US20180276220A1/en Cache your images (especially the boilerplate ones)1 Closely monitor 404s/timeouts for images2 Authorize CDNs domains/subdomains in your GSC!5A single image error may completely change your layout4 Include image dimensions in the code.* *not directly stated in patents/documentation. 3
  50. 50. #SEJSummit @bart_goralewicz The value of links depends on their location and attributes Position of the link within the page: source: Google patent Ranking documents based on user behavior and/or feature data (US10152520B1) Size and color of anchor text • In an HTML list • In running text • Above or below the screenfold • Top, bottom, left, right • Footer, sidebar etc.
  51. 51. #SEJSummit @bart_goralewicz (…) link positioned under the “More Top Stories” heading on the cnn.com has a high probability of being selected. „ Some sections will get more “Link Juice”* from Google *Wink, Wink John Mu ;) source: Google patent Ranking documents based on user behavior and/or feature data (US10152520B1)
  52. 52. #SEJSummit @bart_goralewicz Partial indexing – almost 1 year* of our findings *9 months onely.com/tools/tldr
  53. 53. #SEJSummit @bart_goralewicz Google seems to struggle with rendering “related items”, “you may also be interested in”.
  54. 54. #SEJSummit @bart_goralewicz ..more findings
  55. 55. #SEJSummit @bart_goralewicz Speaking of partial indexing… ... it is the most common indexing problem you will encounter.
  56. 56. #SEJSummit @bart_goralewicz Google limits CPU consumption source: Google Webmaster Conference Product Summit, Mountain View, CA http://services.google.com/fh/files/events/wmconf_product_summit_slides_publish.pdf
  57. 57. #SEJSummit @bart_goralewicz What does ”interrupt scripts” mean? Rendering interruption regardless of the scripts Maybe some of the "less important” scripts are ignored?* source: Google Webmaster Conference Product Summit, Mountain View, CA http://services.google.com/fh/files/events/wmconf_product_summit_slides_publish.pdf *needs further research and experiments OR info from Google. Wink Wink.
  58. 58. #SEJSummit @bart_goralewicz Partial indexing – our findings Google will choose to index your main content first1 This means they will often ignore parts of your layout2 3Which may lead to sitewide indexing and crawling issues. 4And we are back to…
  59. 59. #SEJSummit @bart_goralewicz Going even more beyond JavaScript… Ekhm…
  60. 60. #SEJSummit @bart_goralewicz Rendering SEO > JavaScript SEO (…) render such web pages without running script. This improves rendering time, often by a factor of three (…). „ source: Patent "Optimized browser render service (US10284623B2)"
  61. 61. #SEJSummit @bart_goralewicz So JavaScript is not the primary reason for rendering.
  62. 62. #SEJSummit @bart_goralewicz
  63. 63. …enter Press Enter
  64. 64. Tomek Rudzki Onely’s head of R&D RenderingSEO.com @TomekRudzki
  65. 65. Key takeaways
  66. 66. Rendering SEO and Indexing are going to be one of the hottest SEO trends. Soon.* 1 *if not – I’m shaving my beard
  67. 67. If you're not indexed, all other SEO activities… 2
  68. 68. 3Without rendering your content doesn’t exist online.
  69. 69. 4Indexing is something you can see and measure. It drives revenue. Directly.
  70. 70. 5For the first time in the history of SEO we have a good understanding of how rendering and indexing works.
  71. 71. Let’s make good use of it
  72. 72. #SEJSummit @bart_goralewicz Thank you! RenderingSEO.com Credits: Tomek Rudzki Research, Fact-Checking Aneta Wojtunik Design, Video Editing, Story Ziemek Bućko Editor, Story Let’s talk bartosz@onely.com www.onely.com Download this deck – one.ly/esummit

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