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AJAX SEO optimization (SMX East 2009)

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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 …

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

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  • 1. AJAX… Good for SEO or Just Cleaning House?
  • 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. 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. AJAX… What is it? What is does?
  • 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. 66Copyright iCrossing - Proprietary and Confidential Common Uses for AJAX • Maps • Brick & Mortar Locations • Glossaries • Start Pages • Mash-Ups • Calendars • much more…
  • 7. AJAX Challenges Crawling and Optimization
  • 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. 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. 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. 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. Tactical Suggestions
  • 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. 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. 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. SEO-Friendly Examples Proof is in the SEO performance
  • 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. 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. 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. 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. 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. Key Takeaways
  • 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. Appendix
  • 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. Thank You Richard Chavez SEO Director iCrossing, Inc. 480-282-6059 Richard.Chavez@iCrossing.com http://www.iCrossing.com