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

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Onely

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?
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

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

  • 1. Google vs. JavaScript What’s the Score in 2019? Bartosz Góralewicz, CEO of Onely bart_goralewicz www.onely.com
  • 3. 50 Shades of JavaScript
  • 4. Google and JavaScript – a difficult relationship
  • 6. …however JavaScript SEO is still massively misunderstood in 2019
  • 12. Der Desktop ist tot. google.de amazon.de zalando.de 23% 26% 25%
  • 13. Der Desktop ist tot.* google.ch amazon.ch zalando.ch 39% xx% 45%*Not in Switzerland
  • 14. LET’S GO BACK TO 2015/2016
  • 15. HULU.com decides to try a new JavaScript framework
  • 32. 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
  • 33. Google vs. other search engines (2017 data)
  • 34. … but this still wasn’t the main problem with search engines and JavaScript.
  • 35. We couldn’t find a JavaScript website that… ranks.
  • 36. Tell me why I can’t… Clear your mind of questions *not the actual conversation
  • 38. 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…
  • 42. Do you already know where I am going with this?
  • 45. We repeated this experiment many times and the results were always the same.
  • 46. JavaScript, even when indexable, can kill your crawler budget…
  • 47. JavaScript vs. Crawler budget (crawl demand) Oh no! (…) Also, crawling & indexing is currently a bit slower than static HTML (...)ele.ph/crawldem
  • 49. I reached out to Ilya Grigorik..
  • 50. JS is less effective than HTML JavaScript is not bad for SEO, if done right* *he said exactly that Ilya Grigorik
  • 56. 2 waves HTML JAVASCRIPT • JS dependent content only • HTML content • Canonicals • Meta data • HTTP Codes
  • 59. Problem fixed* *on the desktop version
  • 60. Problem fixed* *on the desktop version **mobile first indexing is live
  • 65. 2019
  • 70. NationalGeographic.com – no JS 100% of JS content indexed
  • 72. Asos.com – no JS 100% of JS content indexed
  • 73. Important things that DON’T work (yet?)* *I’m sorry, Martin :)
  • 74. medium.com – 58% vice.com – 74% shop.lululemon.com – 92% cosmopolitan.in – 49% Percentage of the JavaScript content indexed (random samples)
  • 75. 2 waves of JavaScript indexing
  • 76. % of the JS content NOT indexed after 10 days 50% 100% 7% 14%
  • 77. Let’s talk black hat* *again – I’m super sorry, Martin.
  • 83. A new game, new rules, and new players.
  • 84. 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
  • 87. Step 1. V.2 Choosing the right framework
  • 88. Step 2. Rendering JavaScript Prerendering Server Side Rendering Universal/Isomorphic Static site generators (Gatsby.js)
  • 90. Step 3. Enjoy your traffic!