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#SEJSummit
@bart_goralewicz
#SEJSummit
@bart_goralewicz
Helping Fortune 500's rank
better and get more traffic
Bartosz Góralewicz
@bart_goralewicz
www.onely.com
We're deeply specialized:
Technical SEO
JavaScript SEO
Rendering SEO (!)
Indexing Issues (!)
Web Performance
Link to this deck -> on the
last slide
#SEJSummit
@bart_goralewicz
”We are generally able to render and
understand your web pages like
modern browsers”
2015
2017
Hold my beer! tea! JSSEO.expert experiment
#SEJSummit
@bart_goralewicz
”We are generally able to render and
understand your web pages like
modern browsers”
2015
2017
Hold my beer! tea! JSSEO.expert experiment
http://jsseo.expert/
http://jscrawling.com/
http://htmlcrawling.org/
http://nomoregunsusa.com/
#SEJSummit
@bart_goralewicz
”We are generally able to render and
understand your web pages like
modern browsers”
2015
2017
Hold my beer! tea! JSSEO.expert experiment
Oh right! Let’s talk about JS SEO issues.
2017
2020
We still don’t know
the most important part.
#SEJSummit
@bart_goralewicz
Many JS-powered websites don't
get indexed and don't rank. WHY?
Google left the conversation.
Psssst! Remember! Wordpress,
Magento, Wix, Shopify are usually
JS-powered too!
#SEJSummit
@bart_goralewicz
September 2019
www.onely.com/tools
December 2019
- TechSEO Boost
Research Award!
#SEJSummit
@bart_goralewicz
The Google Indexing Forecast
Indexed pages with JavaScript content
not indexed after 2 weeks
avg. 35%
not indexed
one.ly/tgif
#SEJSummit
@bart_goralewicz
The Google Indexing Forecast
Indexed pages with JavaScript content
not indexed after 2 weeks
avg. 35%
not indexed
Rendering in 2019:
5 seconds at
median
one.ly/tgif
#SEJSummit
@bart_goralewicz
The Google Indexing Forecast
Indexed pages with JavaScript content
not indexed after 2 weeks
avg. 35%
not indexed
Rendering in 2019:
5 seconds at
median
one.ly/tgif
#SEJSummit
@bart_goralewicz
Findings we didn’t expect
There are huge
brands out
there barely in
Google’s index
1 Indexing HTML –
not as easy as
we assumed2
Indexing trends
fluctuate during
Google updates3
You can get
kicked out of
Google’s index4
#SEJSummit
@bart_goralewicz
Site: command
new challenges
Site:URL – watch out
for false negatives*
*fortunately, there are a few ways to
avoid those and get 100% accuracy
#SEJSummit
@bart_goralewicz
The biggest
challenge
of 2020
#SEJSummit
@bart_goralewicz
The biggest
challenge
of 2020Getting into
Google’s index*
*HTML content included
#SEJSummit
@bart_goralewicz
Percentage of URLs NOT indexed
81% 75% 62%
30% 30% 27%
#SEJSummit
@bart_goralewicz
#SEJSummit
@bart_goralewicz
If you call yourself a Technical SEO,
you should learn JS and Python.
Google May 2020 Update: What We
Learned
Google May 2020 Update – What
We Know
BERT: Google Ranking Factor or
False SEO Trend?
BERT: The Biggest Ranking Factor
You Didn't Know About
We Analyzed 11.8 Million Google
Search Results. Here’s What We
Learned About SEO
Google’s 200 Ranking Factors: The
Complete List (2020)
What Is Dwell Time?
Subdomains vs. Subfolders: Which
Is Better for SEO & Why?
Subdomains vs. Subfolders: Which
Is Better for SEO & Why?
#SEJSummit
@bart_goralewicz
SEO community is slowly starting
to notice indexing issues.
#SEJSummit
@bart_goralewicz
Now we have precise
data to validate such
claims.
one.ly/tgif
#SEJSummit
@bart_goralewicz
Indexing trends - JS
source: onely.com/tools/tgif
May
Percentage of indexed JavaScript content
#SEJSummit
@bart_goralewicz
Indexing trends – URLs
source: onely.com/tools/tgif
May
Percentage of indexed HTML content
#SEJSummit
@bart_goralewicz
Bartosz Góralewicz, June 2020, His Office
What have we learned from
years of solving indexing
issues?
Based on our experience, 99%
of indexing issues can be
solved through technical SEO.
#SEJSummit
@bart_goralewicz
Let’s get your website
indexed today*
*well, hopefully today.
#SEJSummit
@bart_goralewicz
Index selection for dummies
SOURCE: Patent Method and apparatus for managing a backlog of pending URL crawls (patent US8676783B1)
Limit: 100 people Content
Links
Indexing
strategy
Efficient
crawling
Rendering
#SEJSummit
@bart_goralewicz
Rendering
- a search
engine's
perspective
#SEJSummit
@bart_goralewicz
Confession
time
Father, 81% of my
content is not indexed
#SEJSummit
@bart_goralewicz
Browser BOR
vs
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
How Batch-
Optimized
Rendering works
step by step
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
Step 1.
BOR skips all resources which
are not essential to generate
a preview of your page
Examples:
Tracking scripts
(Google Analytics,
Hotjar etc.)
Ads
Images*
How Batch-optimized rendering works
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
vs
Browser BOR
Load: 4.24s Load: 1.91s
#SEJSummit
@bart_goralewicz
Set the value of a Virtual
Clock
Step 2.
How Batch-optimized rendering works
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
1. Virtual Clock’s time runs out*
2. Website’s layout is generated
*simplification
Step 3.
How Batch-optimized rendering works
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
Using this data to rank better
Virtual
Clock
Layout
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
Virtual Clock
=
Rendering Budget*
*simplification
#SEJSummit
@bart_goralewicz
Rendering pauses
while waiting for
scripts, CSS files etc.
Cost of our
website’s rendering
A script/CSS heavy
website needs
more “virtual time”
on the virtual clock
Source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
Virtual Clock
#SEJSummit
@bart_goralewicz
Where is
the limit?
#SEJSummit
@bart_goralewicz
How resource-hungry is your website?
Superfast CPUSlower CPU
6x slower
#SEJSummit
@bart_goralewicz
Measuring the
Virtual Clock load*
of your website.
*Ubersimplification
2 options
#SEJSummit
@bart_goralewicz
Use TLDR Tool
1
one.ly/tldr
2Simulate BOR
in your Chrome
Dev Tools
one.ly/bor
Detailed walkthrough
#SEJSummit
@bart_goralewicz
Virtual clock’s
time runs out
the LAYOUT is
generated
Source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
#SEJSummit
@bart_goralewicz
Layout vs.
Rendering
new findings
#SEJSummit
@bart_goralewicz
text appearing above-the-fold (e.g.,
visible without scrolling) may be
considered more important than text
below-the-line.”
Content location
matters
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
„
#SEJSummit
@bart_goralewicz
Patent on Scheduling
resource crawls (filed
in 2011)
The importance of the
section is based on (...)
prominence of the section
within the rendered layout.
Source: Patent Scheduling resource crawls (US20130144858A1)
ads ads
„
#SEJSummit
@bart_goralewicz
#SEJSummit
@bart_goralewicz
Batch
Rendering
vs. Images
#SEJSummit
@bart_goralewicz
Google’s rendering
service is using mock
images.
Source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1)
#SEJSummit
@bart_goralewicz
Real life example
source: Patent Batch-optimized render and fetch architecture (patent US20180276220A1) https://patents.google.com/patent/US20180276220A1/en
Cache your images
(especially the
boilerplate ones)1
Closely monitor
404s/timeouts
for images2
Authorize CDNs
domains/subdomains
in your GSC!5A single image error may
completely change your layout4
Include image
dimensions in
the code.*
*not directly stated in patents/documentation.
3
#SEJSummit
@bart_goralewicz
The value of links depends on their
location and attributes
Position of the link
within the page:
source: Google patent Ranking documents based on user behavior and/or feature data (US10152520B1)
Size and color
of anchor text
• In an HTML list
• In running text
• Above or below the screenfold
• Top, bottom, left, right
• Footer, sidebar etc.
#SEJSummit
@bart_goralewicz
(…) link positioned under the
“More Top Stories” heading on the
cnn.com has a high probability
of being selected.
„
Some sections will get more
“Link Juice”* from Google
*Wink, Wink John Mu ;)
source: Google patent Ranking documents based on user behavior and/or feature data (US10152520B1)
#SEJSummit
@bart_goralewicz
Partial indexing – almost 1 year* of our findings
*9 months
onely.com/tools/tldr
#SEJSummit
@bart_goralewicz
Google seems to struggle with
rendering “related items”, “you
may also be interested in”.
#SEJSummit
@bart_goralewicz
..more
findings
#SEJSummit
@bart_goralewicz
Speaking of partial
indexing…
... it is the most common indexing
problem you will encounter.
#SEJSummit
@bart_goralewicz
Google limits CPU consumption
source: Google Webmaster Conference Product Summit, Mountain View, CA
http://services.google.com/fh/files/events/wmconf_product_summit_slides_publish.pdf
#SEJSummit
@bart_goralewicz
What does ”interrupt scripts” mean?
Rendering
interruption
regardless of
the scripts
Maybe some of the
"less important”
scripts are ignored?*
source: Google Webmaster Conference Product Summit, Mountain View, CA
http://services.google.com/fh/files/events/wmconf_product_summit_slides_publish.pdf
*needs further research and experiments OR info from Google. Wink Wink.
#SEJSummit
@bart_goralewicz
Partial indexing – our findings
Google will choose
to index your main
content first1
This means they will
often ignore parts of
your layout2 3Which may lead to
sitewide indexing
and crawling issues.
4And we are
back to…
#SEJSummit
@bart_goralewicz
Going even more
beyond JavaScript…
Ekhm…
#SEJSummit
@bart_goralewicz
Rendering SEO > JavaScript SEO
(…) render such web pages without
running script. This improves rendering
time, often by a factor of three (…).
„
source: Patent "Optimized browser render service (US10284623B2)"
#SEJSummit
@bart_goralewicz
So JavaScript is not
the primary reason
for rendering.
#SEJSummit
@bart_goralewicz
…enter
Press Enter
Tomek Rudzki
Onely’s head of R&D
RenderingSEO.com
@TomekRudzki
Key takeaways
Rendering SEO and Indexing
are going to be one of the
hottest SEO trends. Soon.*
1
*if not – I’m shaving my beard
If you're not indexed, all other
SEO activities…
2
3Without rendering your
content doesn’t exist online.
4Indexing is something you can
see and measure.
It drives revenue. Directly.
5For the first time in the history of SEO
we have a good understanding of
how rendering and indexing works.
Let’s make
good use of it
#SEJSummit
@bart_goralewicz
Thank you!
RenderingSEO.com
Credits:
Tomek Rudzki Research, Fact-Checking
Aneta Wojtunik Design, Video Editing, Story
Ziemek Bućko Editor, Story
Let’s talk
bartosz@onely.com www.onely.com
Download this deck – one.ly/esummit

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