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JavaScript SEO: Looking Past the Hype
When the Dust Finally Settles.
problems and solutions
case studies
best practices
JavaScript SEO
With the great power of JavaScript
frameworks, comes great responsibility.
It seems that most
webmasters aren’t
ready to handle it
yet.
97.6%* of JavaScript powered websites have
no clue about JavaScript SEO
*not based on any calculations.
Let’s go back in time to 2016
The giant panda is no longer
endangered
North Korea says it tested a
nuclear warhead
Britain votes to leave
the European Union
BREXIT
Let’s go back in time to 2016
Donald Trump winspanda is no longer
ndangered
Hulu is losing 56% of their
visibility
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Statement
I am sick and tired of Hulu as an example but it’s hard
to find another website this bad. If you work @ Hulu,
please contact me, I’ll help you guys out for free! 
Hulu.com
Hulu.com
Hulu.com
Hulu.com
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Ctrl+C
Ctrl+V
Google mobile-friendly test
g.co/MobileFriendly
Google mobile-friendly test
ele.ph/hulu-test
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Netflix vs. Hulu – JavaScript SEO battlefield
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
The Source Code vs. DOM
Source code DOM
Source Code
(before JavaScript):
Rendered website:
Disqus - The #1 way to build your audience
Disqus - The #1 way to build an audience
on your website
How about
frameworks’
websites?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
noindex meta tag?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
https://angular.io/guide/language-service
https://angular.io/guide/security
https://angular.io/guide/architecture
https://angular.io/api/animations/group
https://angular.io/guide/quickstart
https://angular.io/guide/language-service
https://angular.io/guide/security
https://angular.io/guide/architecture
https://angular.io/api/animations/group
https://angular.io/guide/quickstart
https://angular.io
https://angular.io/events
https://angular.io/api
https://angular.io/resources
https://angular.io/about?group=Angular
https://angular.io/guide/language-service
https://angular.io/guide/security
https://angular.io/guide/architecture
https://angular.io/api/animations/group
https://angular.io/guide/quickstart
https://angular.io
https://angular.io/events
https://angular.io/api
https://angular.io/resources
https://angular.io/about?group=Angular
url / / url /
UPSIDE DOWN
The only thing [those] pages (…)
have in common is the number of
path segments in the url.
Igor Minar
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
http://yourdomain.com/category/shoes/
url / / url /
How much would that cost you?
http://yourdomain.com/category/
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
View source:
<title>Meteor</title>
Rendered HTML:
<title>Build Apps with JavaScript | Meteor</title>
Top Publishers?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
How about websites that specialize in
prerendering?
Prerender.io – is partial indexing in Google possible?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Cool San Francisco
based startups?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
1. Go to delivery.com & copy any content
from their homepage
2. Find everything
BUT their homepage.
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
World’s biggest
eCommerce
stores?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Indexing JavaScript
seems to be the
problem of every
possible niche…
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Solutions How is Google
handling Client-
side JavaScript?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Google Flights
ele.ph/fl
ele.ph/fl
Google Flights
Time for a very bad joke.
You have to enable
JavaScript to
download flash
A JavaScript joke.
(this is how I found Adobe’s page)
Even more
examples?
Search for:
"please enable
javascript in your
browser”
Why is this happening to them?
JavaScript is not a
geeky SEO option
anymore!
S**t you have to know about JavaScript SEO
THE REAL COST
of
JavaScript
JavaScript vs. HTML
HTML
JS
JavaScript HTML
Enter JavaScript
1 100
~200 KB to process
4 seconds
0.065 seconds
How about ~400KB?
Indexing of modern JavaScript
websites is a challenge.
John Mueller
USA TODAY Case Study
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Go to Chrome Dev Tools  Performance
CMD + OPT + I
CTRL + ALT + I
11
seconds
“The European Union Experience”
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
0.5
second
USA Today without JavaScript
1.3
second
JavaScript “lives”
in your CPU
accuweather.com
SECONDS TO FIRST
MEANINGFUL PAINT
(HIGH END CPU)
6sec
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SECONDS TO FIRST
MEANINGFUL PAINT (Moto
G4’s CPU)
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
13 SECOND DIFFERENCE
BETWEEN A HIGH END CPU
AND A SLOW CPU (!)
CPUs 1-on-1
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Source: https://medium.com/dev-channel/the-cost-of-javascript-84009f51e99e
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Why is JavaScript so expensive?
JavaScript SEO
JavaScript Frameworks grow exponentially
artoszCoin
Barti
How to be cool in 2018
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
The Big Three
Source: https://javascriptreport.com/the-ultimate-guide-to-javascript-frameworks/
Notable frameworks
Rest of the pack
JS frameworks vs. SEO
JavaScript
dozens of different frameworks
their different configurations
transpiling
inline vs. external
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
External Ajax callInline
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
Inline External
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
Inline External
JavaScript SEO best practices
A look behind the curtain
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Source: Google I/O 2018
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
A quick guide to JavaScript rendering
Client Side rendering
Source: Google I/O 2018
Server-side rendering
Source: Google I/O 2018
2
yet
Frameworks vs. Server Side Rendering
Hybrid Rendering*
*Google’s Long-Term
recommendation
Source: Google I/O 2018
Google’s policy change?
Dynamic Rendering
(AKA prerendering)
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Is prerendering a silver bullet?
Prerendering/Dynamic Rendering issues
1. Computing power – A LOT of servers
2. Prone to issues (often load related)
3. Downtime = ranking loss
4. More complex and difficult from an SEO perspective (crawls, 2 sets
of code, etc.)
5. Requires a lot of SEO knowledge
6. Requires a great dev team to make it run smoothly
How about “JavaScript hacks”?
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Quick check
JavaScript
Enabled
Disabled
JavaScript
React Native
How about
their rankings?
.com
#1
for
#1 for
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Troubleshooting JavaScript indexing
Google Search
Console – fetch
and render
Google Search
Console – fetch
and render
Google mobile-friendly test
g.co/MobileFriendly
Google mobile-friendly test
ele.ph/hulu-test
Google mobile-friendly test
ele.ph/hulu-test
COPY THIS CODE
Diff Checker
Google mobile-friendly test
Google mobile-
friendly test
What is partial indexing?
And this effectively means that if
your site is using a heavy amount of
client-side JavaScript for rendering,
you could be tripped up at times
when your content is being indexed
due to the nature of this two phase
indexing process.
…it’s possible some details might be
missed.
Tom Greenaway
2 waves
WAVE 1 WAVE 2
• JS dependent
content only
• HTML content
• Canonicals
• Meta data
• HTTP Codes
Partial Indexing
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Mobile Googlebot Chrome Screenshot
Mobile Googlebot Chrome Screenshot
Mobile Googlebot Chrome Screenshot
Mobile Googlebot Chrome Screenshot
First Mobile First SEO problems*
*spoiler alert – they are
often JavaScript related
Chrome 41 check
ele.ph/chrome41check
Chrome 41 - desktop Chrome 41 - mobile
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Mobile Chrome 41 Desktop Chrome 41
Homework
1. The Source Code vs. DOM
Source code DOM
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
InlineInlineV2 Inline
2. Crawling - server log
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Make sure your content is indexed
ctrl+c
ctrl+v
hulu.com/casual
Under the right URL
https://angular.io/features
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
To Do:
1. Diff Check is your new best friend
2. Experiment and make sure to monitor
your server logs
3. Compare your setup with Chrome 41
4. Make sure that your content is indexed
in Google
5. Under the right URL
Excited about JavaScript SEO already?
ele.ph/learn-js-seo
Can’t you just ask
your dev team to
sort this out?
Developers are confused af…
…but proved to be the most
difficult question you can
ask your developer.
…it contained only 1
question…
…We’ve created what will be
remembered as the world’s
most confusing JavaScript
survey ever.
Can client-side rendered JavaScript
websites rank high in Google?
Node.js developers group
35
7
ReactJS group
6
21
Angular2+ group
4
9
JavaScript group
2
34
Is there hope for Client-side rendered
JavaScript?
Let’s ask
Enabled
Disabled
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Is there hope for Client-side rendered
JavaScript?
JAVASCRIPT = THE FUTURE
Right now Google isn’t perfect with
client rendered Single Page Apps.
This means they will crawl and index
all JavaScript pages even better and faster.
According to Ilya Grigorik, this should happen
sometime in 2018 (most likely).
Google is working on a new WRS engine –
most likely headless Chrome 59.
Word of advice
ele.ph/learn-js-seo
Getting started with JavaScript SEO
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
rtosz@Goralewicz.com
@bart_Goralewicz
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Enabled
Disabled
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
Mobile-Friendly Tool – word of caution -
timeouts
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
SearchLove Boston 2018 -  Bartosz Goralewicz -  JavaScript: Looking Past the Hype When the Dust Finally Settles
It loads OK in Chrome 41
though...
rtosz@Goralewicz.com
@bart_Goralewicz

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SearchLove Boston 2018 - Bartosz Goralewicz - JavaScript: Looking Past the Hype When the Dust Finally Settles

Notes de l'éditeur

  1. Sometimes – yes we are. Usually - not really. Usually this is when real problems begin. Next steps may sound like a funny part of this presentation but they are based on conversations with C-level people from VERY large brands…
  2. g.co/MobileFriendly
  3. Hulu.com vs. Netflix.com
  4. I think this is particularly interesting and worth exploring, especially in terms of audience enjoyment. I suspect most people would think that these two giants have it all figured out and this graph reveals something far more complicated. PLUS: CHAOS!
  5. Source Code (before JavaScript): Disqus; The #1 way to build your audience Rendered website: Disqus - The #1 way to build an audience on your website
  6. Example urls that don’t render in Google bot https://angular.io/guide/language-service https://angular.io/guide/security https://angular.io/guide/architecture https://angular.io/api/animations/group https://angular.io/guide/quickstart Example urls that do render in Google bot https://angular.io https://angular.io/events https://angular.io/api https://angular.io/resources https://angular.io/about?group=Angular
  7. Example urls that don’t render in Google bot https://angular.io/guide/language-service https://angular.io/guide/security https://angular.io/guide/architecture https://angular.io/api/animations/group https://angular.io/guide/quickstart Example urls that do render in Google bot https://angular.io https://angular.io/events https://angular.io/api https://angular.io/resources https://angular.io/about?group=Angular
  8. Example urls that don’t render in Google bot https://angular.io/guide/language-service https://angular.io/guide/security https://angular.io/guide/architecture https://angular.io/api/animations/group https://angular.io/guide/quickstart Example urls that do render in Google bot https://angular.io https://angular.io/events https://angular.io/api https://angular.io/resources https://angular.io/about?group=Angular
  9. The only thing that pages that do vs do not work have in common is the number of path segments in the url. Single path segment seems to work, multiple don't work. I don't know if this is just a coincidence or not. Just to be clear: all of these urls were indexable in the past, so something in aio or in google bot must have changed to cause this regression. Author: https://github.com/IgorMinar
  10. Example urls that don’t render in Google bot https://angular.io/guide/language-service https://angular.io/guide/security https://angular.io/guide/architecture https://angular.io/api/animations/group https://angular.io/guide/quickstart Example urls that do render in Google bot https://angular.io https://angular.io/events https://angular.io/api https://angular.io/resources https://angular.io/about?group=Angular
  11. Read more @ ele.ph/flights
  12. Zoom na 7 wynikow + elephate na 2gim miejscu
  13. It’s going to get geeky!
  14. JavaScript bytes vs. JPG bytes ~200 KB of JavaScript = 4 seconds to process ~200 KB of JPG – 0.065 second to process
  15. Have your own cryptocurrency and JS framework! This joke needs work but has a lot of potential (I hope)
  16. Backbone Ember Aurelia Elm Inferno Polymer Preact ReasonML Svelte
  17. Add logos of each
  18. JavaScript = tens of different frameworks x different configurations of those frameworks x Transpiling x inline vs. external etc.
  19. Top #1 for everything in India Bra, Watches, Shoe, online shopping, chinos, dresses, jeans, kids wear, footwear and hundreds of thousands of other keywords (!)
  20. Top #1 for everything in India Bra, Watches, Shoe, online shopping, chinos, dresses, jeans, kids wear, footwear and hundreds of thousands of other keywords (!)
  21. tego slajdu nie usuwaj - wygląda tak samo jak poprzedni, ale to jest druga część video
  22. g.co/MobileFriendly
  23. Wave 1  Wave 2 HTML content JS dependent content only Canonicals Meta data HTTP Codes
  24. Hulu.com/casual
  25. Let me prove it.
  26. …. We’ve created what will be remembered as the world most confusing JavaScript survey ever.
  27. Right now Google isn’t perfect with client rendered Single Page Apps. BUT Google is working on a new WRS engine – most likely headless Chrome 59. This means they will crawl and index all JavaScript pages even better and faster. According to Ilya Grigorik, this should happen sometime in 2018 (most likely).
  28. Right now Google isn’t perfect with client rendered Single Page Apps. BUT Google is working on a new WRS engine – most likely headless Chrome 59. This means they will crawl and index all JavaScript pages even better and faster. According to Ilya Grigorik, this should happen sometime in 2018 (most likely).
  29. Right now Google isn’t perfect with client rendered Single Page Apps. BUT Google is working on a new WRS engine – most likely headless Chrome 59. This means they will crawl and index all JavaScript pages even better and faster. According to Ilya Grigorik, this should happen sometime in 2018 (most likely).
  30. If you want to join me and see the next steps and adventure, follow me @ Twitter: @bart_Goralewicz or simply say hi at Bartosz@Goralewicz.com