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Google vs.
JavaScript
What’s the Score in 2019?
Bartosz Góralewicz, CEO of Onely
bart_goralewicz
www.onely.com
JavaScript & SEO
50 Shades of JavaScript
Google and JavaScript – a difficult
relationship
JavaScript
madness
…however
JavaScript SEO
is still massively
misunderstood
in 2019
Der Desktop ist tot.
google.de
amazon.de
zalando.de
23%
26%
25%
Der Desktop ist tot.*
google.ch
amazon.ch
zalando.ch
39%
xx%
45%*Not in Switzerland
LET’S GO BACK TO 2015/2016
HULU.com decides to try a new
JavaScript framework
Can this backfire?
THE PROBLEM
What EXACTLY went wrong?
Kamil
Grymuza
http://jsseo.expert
V2 Inline
GSC
fetch
URL
Indexed?
Content
cached
Links
Content
Indexed?
Test
URL
Inline Inline
GSC
fetch
URL
Indexed?
Content
Cached
Links
cached
Content
Indexed?
Test
URL
Inline External
GSC
fetch
URL
Indexed?
Content
Cached
Links
cached
Content
Indexed?
Test
URL
Inline External
GSC
fetch
URL
Indexed?
Content
Cached
Links
cached
Content
Indexed?
Test
URL
Version 2 Version 2 BundledVersion 1
If you search for any competitive
keyword terms, it’s always going to
be server rendered sites. And the
reason is because ...
Google vs. other search engines (2017
data)
… but this still wasn’t the main problem with
search engines and JavaScript.
We couldn’t find a JavaScript website that… ranks.
Tell me
why I
can’t…
Clear your
mind of
questions
*not the actual conversation
HTML
JS
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvin...
JavaScript
BUT
…
HTML
Do you already know where I am going with this?
Kamil
Grymuza
Crawler budget experiment 2017
We repeated this experiment many times
and the results were always the same.
JavaScript,
even when indexable,
can kill your crawler budget…
JavaScript vs. Crawler budget (crawl
demand)
Oh no!
(…) Also, crawling
& indexing is
currently a bit
slower than static
HT...
Thanks,
John!
You’re the
best,
Bartosz!*
*he didn’t say that
John’s advice helped
I reached out to Ilya Grigorik..
JS is less
effective than
HTML
JavaScript is
not bad for
SEO, if done
right*
*he said exactly that
Ilya Grigorik
JavaScript HTML
Enter JavaScript
1 100
Fast forward to 2018
2 waves
HTML JAVASCRIPT
• JS dependent
content only
• HTML content
• Canonicals
• Meta data
• HTTP Codes
Fast forward ~1 year
Problem fixed*
*on the desktop version
Problem fixed*
*on the desktop version
**mobile first indexing is live
Mobile Googlebot Chrome Screenshot
Mobile Googlebot Chrome Screensho
Mobile Googlebot Chrome Screensho
Mobile Googlebot Chrome Screensho
2019
Crawler budget experiment 2019
National Geographic
NationalGeographic.com – no JS
NationalGeographic.com – no JS
100% of JS content indexed
Asos.com
Asos.com – no JS
100% of JS content indexed
Important things that DON’T work (yet?)*
*I’m sorry, Martin :)
medium.com – 58%
vice.com – 74%
shop.lululemon.com – 92%
cosmopolitan.in – 49%
Percentage of the JavaScript content indexe...
2 waves of JavaScript indexing
% of the JS content NOT indexed after 10
days
50%
100%
7%
14%
Let’s talk black hat*
*again – I’m super sorry,
Martin.
Cloaking in 2019
NoMoreGunsUSA.com case study
A new game, new
rules,
and new players.
9/16/2019 Confidential – Oracle Internal/Restricted/Highly RestrictedCopyright © 2019, Oracle and/or its affiliates. All r...
Step 1.
V.2
Choosing the right framework
Step 2. Rendering
JavaScript
Prerendering
Server Side Rendering
Universal/Isomorphic
Static site generators (Gatsby.js)
Step 3.
Enjoy your traffic!
Experiment & measure
@bart_Goralewicz
www.onely.co
m
bartosz@onely.c
om
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
Google vs. JavaScript - What's the Score in 2019? | Web Zürich
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Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 1 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 2 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 3 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 4 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 5 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 6 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 7 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 8 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 9 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 10 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 11 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 12 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 13 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 14 Google vs. JavaScript - What's the Score in 2019? 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| Web Zürich Slide 43 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 44 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 45 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 46 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 47 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 48 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 49 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 50 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 51 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 52 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 53 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 54 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 55 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 56 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 57 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 58 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 59 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 60 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 61 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 62 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 63 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 64 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 65 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 66 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 67 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 68 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 69 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 70 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 71 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 72 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 73 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 74 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 75 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 76 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 77 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 78 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 79 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 80 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 81 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 82 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 83 Google vs. JavaScript - What's the Score in 2019? | Web Zürich Slide 84 Google vs. JavaScript - What's the Score in 2019? 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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

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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