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What To Do When Google Can't Understand Your JavaScript By Jody O'Donnell

From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: What To Do When Google Can't Understand Your JavaScript. PRESENTATION: What To Do When Google Can't Understand Your JavaScript - Given by Jody O'Donnell. #SMX #21A2

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#SMX #21A2 @gimpslice
What To Do When
Google Can't
Understand Your
JavaScript
#SMX #21A2 @gimpslice
Jody	J.	O’Donnell	
SEO	Technical	Director	
Merkle,	Inc
#SMX #21A2 @gimpslice
Websites	need	to	be	Discoverable	and	Crawlable	
Webpages	need	to	be	understood	through	SEO	signals		
Webpages	need	their	Content	to	be	Scored	correctly	to	be	Indexed	
Websites	need	to	be	Indexed	properly	to	Rank	
	
	
Let’s Start with the Basics
#SMX #21A2 @gimpslice
We	are	not	going	to	talk	about	Bing	except	in	the	traditional	sense	
of	reading	the	HTTP	Headers	and	the	HTML	Source	
Bing	and	the	other	search	engines	still	require	HTML	snapshots:	
§ HTML	Snapshots	and	the	rendered	DOM	by	a	normal	browser	engine	(read	
by	Google)	should	be	identical	
	
Oh…Bing.
#SMX #21A2 @gimpslice
First	thing	you	did	was	turn	JS	
off	in	new	browsers	
	
JavaScript	wasn’t	the	problem,	
but	it	took	the	blame.	
	
Lookin’	at	you	MSIE	3-6	
The Browser Wars
#SMX #21A2 @gimpslice
It	wasn’t	that	JavaScript	got	better	
§ Microsoft	decided	to	play	ball	
§ Internet	Explorer	got	better	
Today,	JavaScript	is	one	of	the	most	popular	programming	
languages	in	the	world	
	
	
So…What Happened?
#SMX #21A2 @gimpslice
jQuery	and	Mootools	came	out	in	
less	than	a	year	of	each	other		
	
Out	of	the	box	solutions	for	free!	
	
Client-Side	Applications	that	use	
tradition	HTML	and	CSS	statements	
JavaScript Libraries
#SMX #21A2 @gimpslice
	
Development	is	much	faster	when	
you	reference	a	free	library	rather	
than	create	it	each	time	
§  Browser	compatibility	was	a	bigger	deal,	too	
	
It	worked	with	SEO!	
What did this do for Us?
#SMX #21A2 @gimpslice
	
SEO	Ain’t	All	That	
§  User	experience	is	more	important	than	
ever	
§  Attention	spans	are	short	
§  We	can't	hold	technology	hostage	
because	of	SEO	
At the End of the Day
#SMX #21A2 @gimpslice
Libraries	Evolved	to	entire	frameworks	
Frameworks	were	out	of	the	box	solutions	
for	creating	apps	
§ Apps	can	be	on	client	or	server	
§ The	frameworks	created	out	of	the	box	MVC’s	
Programmers	are	now	free	to	concentrate	
on	functionality	
	
JavaScript Frameworks
#SMX #21A2 @gimpslice
From	an	SEO	standpoint,	we	look	at	the	result	
§ Our	examination	is	in	the	code,	not	the	backend	to	produce	it	
	
We	are	not	going	to	discuss	the	differences	between	the	
frameworks	
§ Nor	the	client-side	vs.	server-side	rendering	
§ SPA’s	and	frameworks	should	be	able	to	produce	1	URL	to	one	piece	of	
unique	content	
SPA’s and JavaScript Frameworks
#SMX #21A2 @gimpslice
#SMX #21A2 @gimpslice
They	built	a	history	API	call	
between	the	Code	and	the	
browser	
Specifically,	a	function	called	
pushState()	
Two	of	those	variables	
§  Title	Tag	
§  URL	
History API - pushState()
#SMX #21A2 @gimpslice
#SMX #21A2 @gimpslice
SEO’s	need	to	understand	the	
difference	between:	
§  HTTP	Headers	
§  HTML	Source	
§  HTML	Snapshot	
§  Rendered	DOM	
	
Different Places to Look
#SMX #21A2 @gimpslice
All	search	engines	have	two	
orders	
	
§ HTTP	Headers	
–  x-robots-tag,	link:canonical,	
link:hreflang	
§ HTML	Source	
–  meta	robots	tag,	<link>	canonical,	
<link>	hreflang	
	
SEO Signals by Order of Precedence
#SMX #21A2 @gimpslice
DOM – The Third Order
#SMX #21A2 @gimpslice
	
	
JavaScript	redirects	are	treated	
in	a	similar	manner	as	301	
redirects	
	
What were the Results?
#SMX #21A2 @gimpslice
	
Dynamically	inserted	content	is	
treated	in	an	equivalent	
whether	in	the	HTML	source	or	
in	the	DOM.	
	
§ This	goes	with	SEO	Signals	as	well	
	
What were the Results?
#SMX #21A2 @gimpslice
One	of	the	tests	that	failed	
§ The	rel=“nofollow”	tag	was	completely	ignored	in	the	DOM	
We	think	this	is	an	Order	of	Precedence	problem	
§ Crawl	signals	are	picked	up	starting	in	the	HTML	source,	looking	for	the	
rel=”nofollow”	signal	
§ Essentially,	a	deduping	mechanism	maybe	responsible	
	
One Discrepancy
#SMX #21A2 @gimpslice
SEO	Signal:	
§  we	will	pick	it	up	and	use	it	the	first	time	
we	see	it	
Content:		
§  More	of	a	mixed	bag,	they	could	choose	
which	content	they	score	and	index	
	
	
SEO Signal vs. Content
#SMX #21A2 @gimpslice
As	a	secondary	effect,	our	article	got	picked	up	in	a	hackernews	
thread	
The	single	piece	that	came	from	this	whole	discussion	was	a	small	
part	with	a	self-purported	Ex-Google	Employee	
§ Discussion	about	if	google	would	wait	for	120	seconds	before	taking	the	
snapshot	in	case	of	injected	content	
§ Google	engineer	did	agree	that	they	did	and	it	was	a	fixed	time	
Was	it	true?	
Hackernews
#SMX #21A2 @gimpslice
Google Fetch & Render PageSpeed Insights
www.maxxeight.com/js-timer/
#SMX #21A2 @gimpslice
Most	Ecom	sites	have	category	
pages	with	hundreds	of	
products	to	list	
The Category Page Conundrum
#SMX #21A2 @gimpslice
You	had	three	choices:	
§ View-All	Pages	
§ Paginated	Pages	
§ Lazy	Loading	(which	didn’t	
have	an	SEO	option)	
	
The Category Page Conundrum
#SMX #21A2 @gimpslice
Infinite	scroll	changed	with	
HTML	5’s	History	API	
Now	we	can	tie	a	JS	Listening	
Handler	with	a	pushState()	call	
§  You	can	push	{{	URL	+	?page=2	}}	into	the	
URL	bar	
–  REMEMBER:	You	can	update	title	tag	here,	too	
	
Infinite Scroll + HTML5
#SMX #21A2 @gimpslice
Search	engines	can	reference	
any	of	the	individual	pages	and	
render	the	HTML	equivalent	of	
that	single	page	
§  THIS	IS	WHAT	YOU	DO	WITH	
PAGINATION	ALREADY!!!	
	
Infinite Scroll + HTML5
#SMX #21A2 @gimpslice
The	user	scrolls	as	far	as	they	
want	
	
Fantastic	User	Experience	
	
Infinite Scroll + HTML5
#SMX #21A2 @gimpslice
There	is	a	problem	
	
	
	
	
	
We	still	need	links!	
Partial Solution
#SMX #21A2 @gimpslice
#SMX #21A2 @gimpslice
The	rendered	HTML	version	of	
the	DOM	should	be	a	working	
HTML	copy	of	the	page	
§ When	you	“Inspect	Element”	you	
are	seeing	the	visual	
representation	of	the	DOM	
The Rendered DOM
#SMX #21A2 @gimpslice
HTML	Snapshots	should	be	as	
close	to	an	exact	HTML	instance	
of	the	DOM	as	possible	
Googlebot	does	not	need	these	
at	this	time		
Let’s Talk Snapshots
#SMX #21A2 @gimpslice
Do	not	have	conflicting	signals	
between	the	Orders	of	Precedence	
§ Be	consistent	between	the	HTTP	
Headers,	HTML	Source	and	rendered	
DOM	
	
Conflicting SEO Signals
#SMX #21A2 @gimpslice
In	order	for	the	DOM	to	fully	render	correctly,	the	browser	needs	
access	to	all	the	assets	being	requested	for	the	page	
This	is	true	for	googlebot	to	render	the	DOM,	too	
§ If	googlebot	can’t	access	assets	like	JavaScript,	page	renders	can	be	
incomplete	
Crawl Signals – Robots.txt
#SMX #21A2 @gimpslice
Crawl	signals	can	be	picked	up	anywhere	in	the:	
§ HTTP	Headers	(canonicals)	
§ HTML	Source	(links)	
§ DOM	(links)	
Crawl	signals	should	be	consistent	between	the	Orders	of	
Precedence	
§ Conflicting,	or	signals	that	only	appear	only	in	the	DOM	(such	as	the	
rel=“nofollow”)	might	not	be	seen	or	interpreted	correctly	
Crawl Signals
#SMX #21A2 @gimpslice
The	web	is	still	based	on	links	
	
A	JS	function	is	not	a	hyperlink	
element	
	
§  We	have	seen	Google	incorrectly	create	
URL	“strings”	and	generate	URLs	that	
don’t	exist	
	
Onclick + window.location != <a href=”#”>
#SMX #21A2 @gimpslice
Navigation	still	needs	to	be	links	
that	go	to	the	correct	page	
Same	with	Faceted	Navigation	
§ Each	facet	link	needs	to	correspond	
to	an	actual	page	in	the	click+reload	
method	
§ The	actual	loading	can	be	AJAX	calls	
for	the	user	
Crawl Signals - Navigation
#SMX #21A2 @gimpslice
Googlebot	is	a	lame	user	
Googlebot	doesn’t	click	on	buttons	and	doesn’t	scroll	down	the	
page,	etc	
§ Therefore	the	content	needs	to	be	loaded	in	the	DOM	automatically,	not	
based	on	user	interactions	
§ We	haven't	seen	AJAX	sequences	being	indexed	and	interpreted	by	
Googlebot.	
Content Considerations
#SMX #21A2 @gimpslice
1	URL	per	piece	of	content	and	1	
piece	of	content	per	URL	–		
§ It	is	essential	to	have	every	piece	of	
content	accessible	via	its	own	URL	
§ Single	Page	Applications	(SPAs)	should	
actually	not	be	using	a	“single	page”	or	
single	URL	when	delivering	the	content	
Changing Content Best Practices
#SMX #21A2 @gimpslice
Tabbed	content	should	all	be	in	
the	DOM	
§ Same	way	we	would	want	it	if	we	
were	talking	about	putting	it	in	the	
HTML	source	to	begin	with	
Changing Content
#SMX #21A2 @gimpslice
Because	of	the	DOM	Snapshot	
(5	seconds)	
§ Content	injected	automatically	
after	5	seconds	won’t	be	scored	or	
indexed	
§ SEO	signals	after	5	seconds	won’t	
be	included	in	the	scoring	
§ HTML	Snapshots	need	to	align	
here	with	the	content	within	that	5	
second	cutoff	
	
Content - DOM Timeouts
#SMX #21A2 @gimpslice
Reviews	on	pages	are	
generally	like	old	lazy	load	
pages	
§ The	first	grouping	is	loaded	
in	the	DOM	
§ The	rest	are	AJAX	calls	
§ Reviews	behind	the	AJAX	
calls	will	most	likely	still	not	
be	indexed	
Content - Reviews
#SMX #21A2 @gimpslice
Indexation	signal	directives	should	be	
aligned	as	well	
§ X-Robots-Tag	and	Meta	Robots	“noindex”	
§ JavaScript	Redirects	
Indexation	signal	hints	
§ Rel	next/prev	consolidation	signals	
§ Link	Canonical	tags		
§ Link	Alternate	tags	
	
Index Signals
#SMX #21A2 @gimpslice
#SMX #21A2 @gimpslice
SPA’s and Status Codes
#SMX #21A2 @gimpslice
SPA’s and Status Codes
#SMX #21A2 @gimpslice
If	URL	doesn’t	exist	->		
§ JS	redirect	to	a	page	that	actually	404	
§ Do	not	use	Meta-Equiv	Refresh	to	redirect	
If	you	need	to	redirect:		
–  302	–	It	needs	to	be	server	side	before	before	the	JS	app	loads	(rewrite	rule)	
–  301	-	same	as	302	or	JS	redirect	(considered	as	301	by	Google)	
Status Code Challenges
#SMX #21A2 @gimpslice
#SMX #21A2 @gimpslice
HTTP	Headers,	HTML	Source,	HTML	Snapshots	and	the	DOM	all	
contain	SEO	signals	
§ Google	is	looking	at	all	three	Orders	of	Precedence	for	signals	
§ Bing/Rest	of	world	look	at	it	through	the	traditional	two	orders	
§ Be	consistent	in	your	content	and	SEO	signals	
	
A Signal is a Signal is a Signal
#SMX #21A2 @gimpslice
Google	is	dumping	the	DOM	
§ Line	up	content	and	SEO	signal	at	all	levels	of	precedence	
§ The	DOM	should	be	an	HTML	representation	of	the	working	page	
§ Look	at	your	pages	in	Fetch	and	Render	to	see	how	Google	is	able	to	render	
the	page	
	
Googlebot only as Good as the DOM
#SMX #21A2 @gimpslice
Googlebot	can’t	render	dynamic	content	driven	by	user	interactions	
such	as	click	and	mouseover	
§ It	isn’t	a	user,	it	isn’t	going	to	interact	with	the	page	beyond	a	link	or	a	post	
§ It	won’t	“scr0ll”	to	the	bottom	of	the	page	
§ You	need	to	assign	a	unique	URL	to	each	piece	of	unique	content	
	
	
Googlebot is a Lame User
#SMX #21A2 @gimpslice
We	Tested	JavaScript!	
§ http://searchengineland.com/tested-googlebot-crawls-javascript-heres-
learned-220157	
Hacknews	Thread	
§ https://news.ycombinator.com/item?id=9529782	
Angular	Air	Hangout	
§ https://www.youtube.com/watch?v=lxulee01zyY	
Links to articles referenced
#SMX #21A2 @gimpslice
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

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