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Google vs. JavaScript - What's the Score in 2019? | Web Zürich

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This is Onely's Bartosz Goralewicz's deck "Google vs. JavaScript - What's the Score in 2019?" as presented at Web Zürich on August 23, 2019.

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Google vs. JavaScript - What's the Score in 2019? | Web Zürich

  1. 1. Google vs. JavaScript What’s the Score in 2019? Bartosz Góralewicz, CEO of Onely bart_goralewicz www.onely.com
  2. 2. JavaScript & SEO
  3. 3. 50 Shades of JavaScript
  4. 4. Google and JavaScript – a difficult relationship
  5. 5. JavaScript madness
  6. 6. …however JavaScript SEO is still massively misunderstood in 2019
  7. 7. Der Desktop ist tot. google.de amazon.de zalando.de 23% 26% 25%
  8. 8. Der Desktop ist tot.* google.ch amazon.ch zalando.ch 39% xx% 45%*Not in Switzerland
  9. 9. LET’S GO BACK TO 2015/2016
  10. 10. HULU.com decides to try a new JavaScript framework
  11. 11. Can this backfire?
  12. 12. THE PROBLEM
  13. 13. What EXACTLY went wrong?
  14. 14. Kamil Grymuza
  15. 15. http://jsseo.expert
  16. 16. V2 Inline GSC fetch URL Indexed? Content cached Links Content Indexed? Test URL Inline Inline
  17. 17. GSC fetch URL Indexed? Content Cached Links cached Content Indexed? Test URL Inline External
  18. 18. GSC fetch URL Indexed? Content Cached Links cached Content Indexed? Test URL Inline External
  19. 19. GSC fetch URL Indexed? Content Cached Links cached Content Indexed? Test URL Version 2 Version 2 BundledVersion 1
  20. 20. If you search for any competitive keyword terms, it’s always going to be server rendered sites. And the reason is because although Google does index client-side rendered HTML, it’s not perfect yet and other search engines don’t do it as well. So if you care about SEO, you still need to have server- rendered content. Jeff Whelpley Angular U conference, June 22-25, 2015, Hyatt Regency, San Francisco Airport “Angular 2 Server Rendering” ele.ph/angularU
  21. 21. Google vs. other search engines (2017 data)
  22. 22. … but this still wasn’t the main problem with search engines and JavaScript.
  23. 23. We couldn’t find a JavaScript website that… ranks.
  24. 24. Tell me why I can’t… Clear your mind of questions *not the actual conversation
  25. 25. HTML JS
  26. 26. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet enim. Fusce est. Vivamus a tellus. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin pharetra nonummy pede. Mauris et orci. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. Nunc viverra imperdiet JavaScript vs. crawler budget Some JavaScript frameworks are indexable, but there is a fine print…
  27. 27. JavaScript
  28. 28. BUT … HTML
  29. 29. Do you already know where I am going with this?
  30. 30. Kamil Grymuza
  31. 31. Crawler budget experiment 2017
  32. 32. We repeated this experiment many times and the results were always the same.
  33. 33. JavaScript, even when indexable, can kill your crawler budget…
  34. 34. JavaScript vs. Crawler budget (crawl demand) Oh no! (…) Also, crawling & indexing is currently a bit slower than static HTML (...)ele.ph/crawldem
  35. 35. Thanks, John! You’re the best, Bartosz!* *he didn’t say that John’s advice helped
  36. 36. I reached out to Ilya Grigorik..
  37. 37. JS is less effective than HTML JavaScript is not bad for SEO, if done right* *he said exactly that Ilya Grigorik
  38. 38. JavaScript HTML
  39. 39. Enter JavaScript 1 100
  40. 40. Fast forward to 2018
  41. 41. 2 waves HTML JAVASCRIPT • JS dependent content only • HTML content • Canonicals • Meta data • HTTP Codes
  42. 42. Fast forward ~1 year
  43. 43. Problem fixed* *on the desktop version
  44. 44. Problem fixed* *on the desktop version **mobile first indexing is live
  45. 45. Mobile Googlebot Chrome Screenshot
  46. 46. Mobile Googlebot Chrome Screensho
  47. 47. Mobile Googlebot Chrome Screensho
  48. 48. Mobile Googlebot Chrome Screensho
  49. 49. 2019
  50. 50. Crawler budget experiment 2019
  51. 51. National Geographic
  52. 52. NationalGeographic.com – no JS
  53. 53. NationalGeographic.com – no JS 100% of JS content indexed
  54. 54. Asos.com
  55. 55. Asos.com – no JS 100% of JS content indexed
  56. 56. Important things that DON’T work (yet?)* *I’m sorry, Martin :)
  57. 57. medium.com – 58% vice.com – 74% shop.lululemon.com – 92% cosmopolitan.in – 49% Percentage of the JavaScript content indexed (random samples)
  58. 58. 2 waves of JavaScript indexing
  59. 59. % of the JS content NOT indexed after 10 days 50% 100% 7% 14%
  60. 60. Let’s talk black hat* *again – I’m super sorry, Martin.
  61. 61. Cloaking in 2019
  62. 62. NoMoreGunsUSA.com case study
  63. 63. A new game, new rules, and new players.
  64. 64. 9/16/2019 Confidential – Oracle Internal/Restricted/Highly RestrictedCopyright © 2019, Oracle and/or its affiliates. All rights reserved. | What’s at stake? Hulu vs. Netflix
  65. 65. Step 1. V.2 Choosing the right framework
  66. 66. Step 2. Rendering JavaScript Prerendering Server Side Rendering Universal/Isomorphic Static site generators (Gatsby.js)
  67. 67. Step 3. Enjoy your traffic!
  68. 68. Experiment & measure
  69. 69. @bart_Goralewicz www.onely.co m bartosz@onely.c om

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