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SMX East 2017 - Max Prin - JavaScript & PWAs - What SEOs Need To Know

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#SMX #32A @maxxeight
What SEOs Need To Know
JavaScript &
Progressive
Web Apps (PWAs)

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#SMX #32A @maxxeight

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#SMX #32A @maxxeight
What’s a Web App?

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SMX East 2017 - Max Prin - JavaScript & PWAs - What SEOs Need To Know

  1. 1. #SMX #32A @maxxeight What SEOs Need To Know JavaScript & Progressive Web Apps (PWAs)
  2. 2. #SMX #32A @maxxeight
  3. 3. #SMX #32A @maxxeight What’s a Web App?
  4. 4. #SMX #32A @maxxeight Traditional Page Lifecycle Web Application Lifecycle What’s a Web App? Initial GET request POST request HTML HTML Initial GET request AJAX call HTML (App shell) JSON, HTML, etc.
  5. 5. #SMX #32A @maxxeight What’s a Progressive Web App? NativeApps Web Apps
  6. 6. #SMX #32A @maxxeight What’s a Progressive Web App? NativeApps Web Apps
  7. 7. #SMX #32A @maxxeight Reliable & Fast App shell cached locally (on 1st load) • Fast loading when offline or with slow connection (on subsequent loads) Mobile-friendly (responsive) Secure (HTTPS) What’s a Progressive Web App? Engaging Bookmark (icon) on device’s homepage Push notifications
  8. 8. #SMX #32A @maxxeight What’s a Progressive Web App?
  9. 9. #SMX #32A @maxxeight WHAT ABOUT ACCESSIBILITY FOR SEARCH ENGINE BOTS?
  10. 10. #SMX #32A @maxxeight What’s a Progressive Web App? NativeApps Web Apps
  11. 11. #SMX #32A @maxxeight How Search Engines Typically Work Render
  12. 12. #SMX #32A @maxxeight Issues for all crawlers  Potentially a unique URL (or non-crawlable URLs)  A unique HTML document (the “app shell”) – Same <head> section (title, meta and link tags, etc.) Issues for crawlers other than Google (and Baidu)  Client-side rendering of content (HTML source code vs. DOM) Web Apps (SPAs, PWAs)
  13. 13. #SMX #32A @maxxeight  Crawling – 1 unique “clean” URL per piece of content (and vice-versa) Making Sure Search Engines Can Understand Your Pages
  14. 14. #SMX #32A @maxxeight Crawling: Provide “Clean”/Crawlable URLs Fragment Identifier: example.com/#url – Not supported. Ignored. URL = example.com Hashbang: example.com/#!url (pretty URL) – Google and Bing will request: example.com/?_escaped_fragment_=url (ugly URL) – The escaped_fragment URL should return an HTML snapshot Clean URL: example.com/url – Leveraging the pushState function from the History API – Must return a 200 status code when loaded directly
  15. 15. #SMX #32A @maxxeight  Crawling – 1 unique “clean” URL per piece of content (and vice-versa) – onclick + window.location ≠ <a href=”link.html”> Making Sure Search Engines Can Understand Your Pages
  16. 16. #SMX #32A @maxxeight  Crawling – 1 unique “clean” URL per piece of content (and vice-versa) – onclick + window.location ≠ <a href=”link.html”>  Rendering – Don’t block JavaScript resources via robots.txt Making Sure Search Engines Can Understand Your Pages
  17. 17. #SMX #32A @maxxeight  Crawling – 1 unique “clean” URL per piece of content (and vice-versa) – onclick + window.location ≠ <a href=”link.html”>  Rendering – Don’t block JavaScript resources via robots.txt – Load content automatically, not based on user interaction (click, mouseover, scroll) Making Sure Search Engines Can Understand Your Pages
  18. 18. #SMX #32A @maxxeight Rendering: Load Content Automatically
  19. 19. #SMX #32A @maxxeight  Crawling – 1 unique “clean” URL per piece of content (and vice-versa) – onclick + window.location ≠ <a href=”link.html”>  Rendering – Don’t block JavaScript resources via robots.txt – Load content automatically, not based on user interaction (click, mouseover, scroll) – For Bing and other crawlers: HTML snapshots Making Sure Search Engines Can Understand Your Pages
  20. 20. #SMX #32A @maxxeight  Crawling – 1 unique “clean” URL per piece of content (and vice-versa) – onclick + window.location ≠ <a href=”link.html”>  Rendering – Don’t block JavaScript resources via robots.txt – Load content automatically, not based on user interaction (click, mouseover, scroll) – For Bing and other crawlers: HTML snapshots  Indexing – Avoid duplicate <head> section elements (title, meta description, etc.) Making Sure Search Engines Can Understand Your Pages
  21. 21. #SMX #32A @maxxeight Main content gets rendered here Same title, description, canonical tag, etc. for every URL
  22. 22. #SMX #32A @maxxeight Tools
  23. 23. #SMX #32A @maxxeight
  24. 24. #SMX #32A @maxxeight
  25. 25. #SMX #32A @maxxeight
  26. 26. #SMX #32A @maxxeight SEO Crawlers Rendering Web Pages Merkle’s proprietary crawler
  27. 27. #SMX #32A @maxxeight LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

Editor's Notes

  • In computing, a web application or web app is a client–server computer program in which the client (including the user interface and client-side logic) runs in a web browser. Common web applications include webmail, online retail sales, online auctions, wikis, instant messaging services and many other functions.
    https://en.wikipedia.org/wiki/Web_application

    Any website can be a web app. But in general, a web app provides some type of functionality/interactive experience such as ordering something online.
    “In general” sites with static content such as corporate websites and news publishers are not web apps. This changed with the rise of PWAs.
  • Single-Page Applications (SPAs) are Web apps that load a single HTML page and dynamically update that page as the user interacts with the app. SPAs use AJAX and HTML5 to create fluid and responsive Web apps, without constant page reloads. However, this means much of the work happens on the client side, in JavaScript.
    https://msdn.microsoft.com/en-us/magazine/dn463786.aspx
  • Why is the reach of web apps higher? Search engines (vs. app stores).
  • No need to be indexed
  • “rendering” is the keyword. Google is, since a few years now, rendering web pages, after crawling and before indexing, in order to understand them better.
  • Fragment identifier: this URL structure is already a concept in the web and relates to deep linking into content on a particular page (“jump links”).
    Can’t be accessed/crawled/indexed.
    Hashbang: Used with the “old” AJAX crawling scheme. Not recommended, more complex to implement.
    Clean URL using History API’s pushState function.
  • Mega menu – mouseover + ajax
    Tabs/accordeons – click + ajax
    Load more/infinite scroll - click/scroll + ajax
  • But it’s still a better source of info than the cache.

    It fetches pages from a Google IP (it makes a difference sometimes for websites blocking “Googlebot” user-agent if not coming from a known Google IP)
    It leverages Googlebot’s JavaScript rendering engine which is likely to be more advanced than PhantomJS.

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