AJAX…
Good for SEO or Just Cleaning House?
22
• About iCrossing
• AJAX – What is it? What it does?
• SEO Challenges with AJAX
• Tactical Suggestions
• SEO-Friendly A...
33Copyright iCrossing - Proprietary and Confidential
• 600 employees
• 15 offices in the U.S. and Europe
• iCrossing clien...
AJAX…
What is it? What is does?
5Copyright iCrossing - Proprietary and Confidential
AJAX – What is it?
s e r v e r
b r o w s e r
AJAX ENGINE
InitialHTTPre...
66Copyright iCrossing - Proprietary and Confidential
Common Uses for AJAX
• Maps
• Brick & Mortar Locations
• Glossaries
•...
AJAX Challenges
Crawling and Optimization
88
AJAX Crawling Issues
Copyright iCrossing - Proprietary and Confidential
Extensive use of JavaScript
• Bots can have dif...
99
AJAX Crawling Issues
Copyright iCrossing - Proprietary and Confidential
Lack of Client-Side Crawlable Content
• Content...
1010
AJAX Crawling Issues
Copyright iCrossing - Proprietary and Confidential
Stop Crawl Parameters in URLs (#)
• Bots typi...
1111
AJAX Optimization Issues
Copyright iCrossing - Proprietary and Confidential
All Content is rendered under one URL
• M...
Tactical Suggestions
1313
Tactical Suggestions
Copyright iCrossing - Proprietary and Confidential
Create “IDENTICAL” Alternative
Content
• Leve...
1414
Tactical Suggestions
Copyright iCrossing - Proprietary and Confidential
JavaScript Navigation
• Alter JavaScript Navi...
1515
Tactical Suggestions
Copyright iCrossing - Proprietary and Confidential
Additional Crawlable Paths
• Sitemap page
• F...
SEO-Friendly Examples
Proof is in the SEO performance
1717
Bank Branch Locator
Copyright iCrossing - Proprietary and Confidential
SEO Tactics Deployed
• Individual location URL...
1818
Bank Branch Locator
Copyright iCrossing - Proprietary and Confidential
Results
• 36 keywords (9 non-branded, 27 brand...
1919
Music News / Charts Publisher
Copyright iCrossing - Proprietary and Confidential
SEO Tactics Deployed
• SEO-friendly ...
2020
Music News / Charts Publisher
Copyright iCrossing - Proprietary and Confidential
Results
• 36 keywords (29 non-brande...
2121
Music News / Charts Publisher
Copyright iCrossing - Proprietary and Confidential
Billboard is a leader in natural sea...
Key Takeaways
2323Copyright iCrossing - Proprietary and Confidential
• Ensure URLs are crawlable (JavaScript Navigation)
• Ensure all UR...
Appendix
2525Copyright iCrossing - Proprietary and Confidential
• Google Advances in JavaScript
http://searchengineland.com/google-...
Thank You
Richard Chavez
SEO Director
iCrossing, Inc.
480-282-6059
Richard.Chavez@iCrossing.com
http://www.iCrossing.com
Upcoming SlideShare
Loading in...5
×

AJAX SEO optimization (SMX East 2009)

916

Published on

This ppt provides an overview of tactical solutions for AJAX optimization and SEO that I presented at SMX East in 2009. I presented this the same day Google launched Google Web Kit. This is one option, there are others as well.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
916
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "AJAX SEO optimization (SMX East 2009)"

  1. 1. AJAX… Good for SEO or Just Cleaning House?
  2. 2. 22 • About iCrossing • AJAX – What is it? What it does? • SEO Challenges with AJAX • Tactical Suggestions • SEO-Friendly AJAX Examples • Key Takeaways • Appendix Overview Copyright iCrossing - Proprietary and Confidential
  3. 3. 33Copyright iCrossing - Proprietary and Confidential • 600 employees • 15 offices in the U.S. and Europe • iCrossing clients include: Epson, Symantec, eBay, Adidas, BMW, Allianz, The Coca-Cola Company, Office Depot, PR Newswire, Toyota and Travelocity • Technology-enabled service company with offerings at the cross roads of search, social, mobile, web development and analytics About iCrossing
  4. 4. AJAX… What is it? What is does?
  5. 5. 5Copyright iCrossing - Proprietary and Confidential AJAX – What is it? s e r v e r b r o w s e r AJAX ENGINE InitialHTTPrequest HTML,CSS,JavaScriptAJAXengine XmlHttpRequest XmldataHTML,CSS JScalls 1 2 3 4 5 6 What is it? • (Asynchronous JavaScript and XML) is a group of web development techniques used on the client-side to create interactive web applications or rich Internet applications What it does • AJAX enables client-side interaction to display content between a browser and a server without requiring page loads • Page content loads quickly and can create a compelling user-experience when displaying large amounts of data
  6. 6. 66Copyright iCrossing - Proprietary and Confidential Common Uses for AJAX • Maps • Brick & Mortar Locations • Glossaries • Start Pages • Mash-Ups • Calendars • much more…
  7. 7. AJAX Challenges Crawling and Optimization
  8. 8. 88 AJAX Crawling Issues Copyright iCrossing - Proprietary and Confidential Extensive use of JavaScript • Bots can have difficulty crawling JavaScript • Google can crawl JavaScript • Yahoo and Bing typically struggle with it • Some success with href linking to complete URL within quotes and any commands outside URL quotes (ex. onclick, onmouseover)
  9. 9. 99 AJAX Crawling Issues Copyright iCrossing - Proprietary and Confidential Lack of Client-Side Crawlable Content • Content is stored server-side and is rendered via AJAX engine
  10. 10. 1010 AJAX Crawling Issues Copyright iCrossing - Proprietary and Confidential Stop Crawl Parameters in URLs (#) • Bots typically do not parse data past the “#” • Data past the “#” is ignored
  11. 11. 1111 AJAX Optimization Issues Copyright iCrossing - Proprietary and Confidential All Content is rendered under one URL • Mixed content themes dilute keyword relevancy Lack of client-side content • No visibile on-page content for optimization • Applied keywords in title and meta data • Difficult for competitive terms • Primary opportunity is for brand-terms
  12. 12. Tactical Suggestions
  13. 13. 1313 Tactical Suggestions Copyright iCrossing - Proprietary and Confidential Create “IDENTICAL” Alternative Content • Leverage JavaScript applications such as SWFObject or BrowserHawk to render SEO-friendly version of content or URLs • Regular expression
  14. 14. 1414 Tactical Suggestions Copyright iCrossing - Proprietary and Confidential JavaScript Navigation • Alter JavaScript Navigation to remove any commands within the URL quotes. • Reference JavaScript control externally and call file via class or ID attributes. DOM Scripting / Hijax / Progressive Enhancement • Content / navigation crawled with JavaScript disabled (separation of content HTML), style (CSS) and behavior (JavaScript) Graceful Degradation • Enables page rendering with minimal loss of experience for older browsers or with JavaScript disabled
  15. 15. 1515 Tactical Suggestions Copyright iCrossing - Proprietary and Confidential Additional Crawlable Paths • Sitemap page • Footer navigation • Tiered sitemap structure Supporting HTML Content • AJAX content renders with supporting HTML content XML Sitemap file • Submit XML file of all URLs via sitemaps.org protocol Whatever method chosen, ensure unique content is displayed with unique URLs, titles and meta data
  16. 16. SEO-Friendly Examples Proof is in the SEO performance
  17. 17. 1717 Bank Branch Locator Copyright iCrossing - Proprietary and Confidential SEO Tactics Deployed • Individual location URLs isolated from JavaScript controls • Tiered sitemap structure linked from homepage (home > state > city > map of locations; no clean links to location pages)
  18. 18. 1818 Bank Branch Locator Copyright iCrossing - Proprietary and Confidential Results • 36 keywords (9 non-branded, 27 branded) • Zero rankings within first 3 pages • 9 out of 10 pages indexed in Google, 0 in Yahoo or Bing
  19. 19. 1919 Music News / Charts Publisher Copyright iCrossing - Proprietary and Confidential SEO Tactics Deployed • SEO-friendly alternative URLs (removal of “#” from URLs via SWFObject) • All URLs contain unique page content (title, meta data, on-page content) • Clean internal navigation • Tiered-sitemap structure (home > charts > genre > 10 listings / page) http://www.billboard.com/#/charts/rock-songs http://www.billboard.com/charts/rock-songs
  20. 20. 2020 Music News / Charts Publisher Copyright iCrossing - Proprietary and Confidential Results • 36 keywords (29 non-branded, 5 branded), ~ 5.4 mil. monthly searches (Google Exact Match) • 68 first page rankings (65% of keyword set, Google, Yahoo and Bing) • All pages indexed in Google, Yahoo & Bing 165 126106 37 32 27 27 24 21 16 www.billboard.com en.wikipedia.org www.mtv.com music.aol.com new.music.yahoo.com www.amazon.com www.rollingstone.com www.vh1.com www.nme.com www.allmusic.com # of First Page Rankings
  21. 21. 2121 Music News / Charts Publisher Copyright iCrossing - Proprietary and Confidential Billboard is a leader in natural search traffic amongst it’s core-competitive set.
  22. 22. Key Takeaways
  23. 23. 2323Copyright iCrossing - Proprietary and Confidential • Ensure URLs are crawlable (JavaScript Navigation) • Ensure all URLs contain unique page elements • Ensure client-side content is visibile • Create easy-to-crawl site navigation (tiered sitemaps, footer navigation, etc.) • Solve for technical solutions for “#” and other obstacles • Plan for SEO early in site / marketing process Key Takeaways
  24. 24. Appendix
  25. 25. 2525Copyright iCrossing - Proprietary and Confidential • Google Advances in JavaScript http://searchengineland.com/google-io-new-advances-in-the- searchability-of-javascript-and-flash-but-is-it-enough-19881 • DOM Scripting and Hijax http://domscripting.com/blog/display/41, http://icant.co.uk/articles/from-dhtml-to-dom/from-dhtml-to-dom- scripting.html • AJAX (Google Webmaster Tools) http://www.google.com/support/webmasters/bin/answer.py?hl= en&answer=81766 • Google and SWFObject http://code.google.com/p/swfobject/ Appendix
  26. 26. Thank You Richard Chavez SEO Director iCrossing, Inc. 480-282-6059 Richard.Chavez@iCrossing.com http://www.iCrossing.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×