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Optimization 2020 | Using Edge SEO For Technical Issues ft. Dan Taylor



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Dan Taylor's slide deck from Optimization 2020 in Moscow, delivered virtually.

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Optimization 2020 | Using Edge SEO For Technical Issues ft. Dan Taylor

  1. 1. Дэн Тэйлор // Using Edge SEO to overcome technical issues.
  2. 2. OPTIMIZATION 2020 Здравствуйте! меня зовут Дэн. • Head of Research & Development @ • 2018 TechSEO Boost Innovation Award • Search Engine Journal Author • Search Engine Journal Top 140 • SEMrush Top Author Websites • • • Slides & Links To Further Reading • 1
  3. 3. OPTIMIZATION 2020 2 Getting technical fixes implemented can be hard. • Congested development queues // long lead times • Lack of “business buy in” to action SEO fixes as a priority • Platforms with restrictions • Custom builds, not scoped properly • Random Google/Yandex support changes • Builds not scoped properly • Code freezes All of these create barriers to performance, and performance (improvements) is what we’re judged by.
  4. 4. OPTIMIZATION 2020 A lot of websites make use of CDNs such as Cloudflare, Akamai, or Fastly for security and load-balancing. This allows us to perform SEO implementations on the edge, serverlessly. Edge SEO means using edge computing technologies to create new SEO implementation methods, testing, and research processes. Developers should always be a part of the conversation. We can use the CDN to overcome these issues. 3
  5. 5. OPTIMIZATION 2020 4 CDNs are good anyway. ● Speed optimization of content delivery ● Including payload optimization & compressions ● Bandwidth savings ● Content accessibility / uptime reliability ● Security benefits, i.e. WAF / DDoS Mitigation ● Reverse proxy other platforms to subfolders, e.g. a Wordpress blog to a Magento store ● “Edge SEO” stuff
  6. 6. OPTIMIZATION 2020 5
  7. 7. OPTIMIZATION 2020 6 • Implementing redirects, agnostic of platform level restrictions • AB testing • Overwrite hardcoded meta data/HTML elements • Dynamic JavaScript rendering • Implementing <head> Hreflang tags • Pseudo server log file collection • Generating dynamic meta data based on page level information • Implementing user-friendly solutions dynamically for out of stock product pages As we’re not touching the origin source code, and only modifying either the request or response, the possibilities are relatively endless. SEO “things” we can do on the edge.
  8. 8. OPTIMIZATION 2020 7 Hreflang example
  9. 9. OPTIMIZATION 2020 8
  10. 10. OPTIMIZATION 2020 9 Implementing redirects Yes Yes Yes Yes AB Testing Yes Yes Yes Yes Hreflang Injection Yes Yes Limited Yes Security Headers Yes Yes Yes Yes Log File Collection Yes Yes No Need Yes Dynamic JS Rendering Yes Yes Yes Yes (Dynamic) Meta Data Yes Yes Yes Yes
  11. 11. OPTIMIZATION 2020 10 CDNs Enablers/Suites
  12. 12. OPTIMIZATION 2020 Dynamic meta title rendering. Injection of modifiers into the title tag based on information readily available on the webpage. Improves click-through rate, click awareness and conversions. Example use cases Impactful ways we can drive performance through Edge SEO. Pseudo server log file collection. Server log files can often be very hard to get a hold of, and a lot of platforms restrict access to them (Salesforce, Shopify), so being able to collect the same data at the “request” stage can be powerful. Dynamic JS Rendering. JavaScript websites, and webpages heavy with JavaScript elements can be slow to load and sometimes cause rendering problems within Google and Yandex. The edge can provide a cost effective, scalable solution. 11
  13. 13. OPTIMIZATION 2020 Dynamically generate title tags based on page content. Increasing CTR. 12
  14. 14. OPTIMIZATION 2020 13 Dynamic <title> tags ● Travel websites ● Ecommerce stores Page elements: ● Pull through the lowest price option into the title tag ● Alert the presence of an offer or free shipping ● Alert the urgency of delivery dates (in the run up to Christmas, sales events etc)
  15. 15. OPTIMIZATION 2020 HTML declared title tag: 14 Worker Script: Result in SERPs:
  16. 16. OPTIMIZATION 2020 Dynamically rendering JavaScript based on caches. Resolving JavaScript Issues. 15
  17. 17. OPTIMIZATION 2020 16 “Request” log file collection Server log files can be very useful in identifying crawl issues. They’re not always obtainable, and can be a pain to get a hold of. We take server logs, as it is an imprint of the request, but with the CDN, we can take a copy of the initial request - meaning we don’t need to request the logs!
  18. 18. OPTIMIZATION 2020 17
  19. 19. OPTIMIZATION 2020 18
  20. 20. OPTIMIZATION 2020 19
  21. 21. OPTIMIZATION 2020 Dynamically rendering JavaScript based on caches. Resolving JaveScript Issues. 20
  22. 22. OPTIMIZATION 2020 21 Dynamic JavaScript Rendering Prerender JavaScript by rendering cached versions of the site periodically, rather than on a per request basis. It can reduce costs for prerendering JS server side, and complies with Google’s recommended implementation of dynamic rendering, by switching between client-side and pre-rendered content for specific user-agents.
  23. 23. OPTIMIZATION 2020 22 Source:
  24. 24. OPTIMIZATION 2020 23
  25. 25. OPTIMIZATION 2020 первый We need to identify the User Agent making the request. Specifically, we want to cater for Google (and it’s various bots), and Yandexbot. Regular user agents and tools will bypass the rendering; including 3rd party tools. The Process Dynamically rendering websites through Edge Workers on the CDN. второй Now we’ve identified the UA as a search engine, we need to check the cache for the pre-rendered page. If the URL exists in the cache, we return it as normal, if it doesn’t exist, we go to the third step. третий If the page doesn’t exist in the cache, we have two options: Return a 503 status code, with retry-after 10 seconds and pre- render it there and then. Or Return the page as normal, and let the bots render it. 24
  26. 26. OPTIMIZATION 2020 New Technologies require process development. Adopting the processes. 25
  27. 27. OPTIMIZATION 2020 Using CDNs and serverless for SEO. Benefits ● Workers can be written in almost every development language ● Enabler tools, such as, make it so you don’t need to write any code ● One-click deployment/pullback ● Next to zero DevOps required ● Can be verified and monitoring through existing tools/methods ● Testing shows Google & Yandex treat the workarounds as they would regular development ● CDNs are common components of modern website infrastructure ● Cloudflare, and Workers, are free for small websites Potential Issues • Potential to affect and impact all requests between client and server • Potential to add latency and slow page load times, depending on how much you implement, although with recent developments this is next to zero • Potential to introduce front-end bugs that are difficult to debug when it is unclear what is being modified/injected through stream transformation Internal policies and deployment needs to be respected. 26
  28. 28. OPTIMIZATION 2020 Дэн Тэйлор Руководитель отдела исследований , +44 113 460 5671 НАЗВАНИЕ ПРЕЗЕНТАЦИИ Спасибо! 27