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Browser Changes That Will Impact SEO From 2019-2020

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Various browser changes that will impact SEO over the coming 6 months, and we should be aware, and prepare accordingly.

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Browser Changes That Will Impact SEO From 2019-2020

  1. 1. SEARCH IN 2020 BROWSER UPDATES THAT WILL CHANGE SEO @TomAnthonySEO
  2. 2. A MONTH AGO…
  3. 3. GOOGLEBOT IS GETTING A ‘BROWSER UPGRADE’
  4. 4. EVERGREEN
 GOOGLEBOT How We Do SEO
  5. 5. EVERGREEN
 GOOGLEBOT COOKIE
 CHANGES How We Do SEO How We Measure SEO
  6. 6. EVERGREEN
 GOOGLEBOT COOKIE
 CHANGES CONTENT
 DELIVERY How We Do SEO How We Measure SEO How We Serve Content
  7. 7. EVERGREEN
 GOOGLEBOT CHANGING HOW WE DO SEO
  8. 8. 33 versions &
 4 years behind! CURRENT VERSION OF CHROME IS 74 41 73 74 75 Jan 2015 Mar 2019 Mar 2019 June 2019
  9. 9. NEW FEATURES New functionality, including ‘modern’ Javascript features. 57 - CSS Grid layout 57 - WebAssembly 61 - Native support for JavaScript modules
  10. 10. BUT JS IS STILL PROBLEMATIC Tests we’ve run continue to show removing JS reliance improves search performance.
  11. 11. TLS DEPRECATION 72 - Deprecation of TLS 1.0 and TLS 1.1
  12. 12. HTTP TRUCKS! Imagine an HTTP request is a truck, sent from your browser to a server to collect a web page.
  13. 13. HTTP REQUESTS Outbound trucks carry an HTTP request. Request
  14. 14. HTTP RESPONSES Returning trucks carry an HTTP response. Response
  15. 15. PROBLEM! ANYONE CAN LOOK INTO PASSING TRUCKS! With HTTP, people could look into the trucks, and find out all your secrets!!
  16. 16. HTTPS With HTTPS the road is the same, but we drive through a tunnel.
  17. 17. HTTPS REQUESTS ARE IDENTICAL TO HTTP REQUESTS The trucks in the tunnel are still exactly the same.
  18. 18. OLD TUNNEL VS MODERN TUNNEL TLS 1.0 & 1.1 are showing some cracks. TLS 1.2 TLS 1.1
  19. 19. TLS DEPRECATION 72 - Deprecation of TLS 1.0 and TLS 1.1
  20. 20. TLS DEPRECATION 72 - Deprecation of TLS 1.0 and TLS 1.1 80 - Will remove support entirely
  21. 21. TLS DEPRECATION In ~6 months sites only using old TLS
 may be inaccessible to Googlebot! 72 - Deprecation of TLS 1.0 and TLS 1.1 80 - Will remove support entirely Due early 2020
  22. 22. https://www.cdn77.com/tls-test
  23. 23. TLS 1.2 must
 be enabled! https://www.cdn77.com/tls-test
  24. 24. EXAMPLE SITES THAT MAY BECOME PARTIALLY UNCRAWLABLE • kaushik.net (Googler!) • kpmg.com • wolfram.com • britishmuseum.org • legislation.gov.uk ~5% of sites.
  25. 25. VISITORS WILL SEE SOMETHING LIKE…
  26. 26. FIXING YOUR TLS • Speak to your developers / IT team • Check with your hosting company
  27. 27. USER AGENT HASN’T UPDATED, BUT WILL…
  28. 28. TAKEAWAYS GOOGLEBOT
  29. 29. Googlebot will support new JS,
 but JS still needs careful handling TAKEAWAY
  30. 30. Ensure code that targets
 Googlebot doesn’t use
 a hard-coded User Agent TAKEAWAY
  31. 31. Check your TLS! TAKEAWAY
  32. 32. EVERGREEN
 GOOGLEBOT How We Do SEO
  33. 33. COOKIE
 CHANGES How We Measure SEO
  34. 34. COOKIE
 CHANGES CHANGING HOW WE MEASURE SEO
  35. 35. Do you know
 how Cookies work? QUIZ TIME!
  36. 36. It sets a cookie for the Google domain:
 googleusercontent.com I visit the Google domain:
 www.google.com QUESTION 1.
  37. 37. It sets a cookie for the Google domain:
 googleusercontent.com Left Hand: Third party cookies I visit the Google domain:
 www.google.com Right Hand: First party cookies Are these: QUESTION 1.
  38. 38. Can a Cookie with the httpOnly
 setting can be sent over HTTPS? QUESTION 2. Left Hand: Yes Right Hand: No
  39. 39. QUESTION 3. I put this Javascript on to distilled.net: Can the script create third party cookies? Left Hand: Yes Right Hand: No
  40. 40. How Cookies Work
  41. 41. TWO WAYS TO SET A COOKIE Sent from the
 server via HTTP Set in the browser
 via Javascript
  42. 42. LOADING A WEBSITE… We want to load Distilled’s site… www.distilled.net www.distilled.net
  43. 43. REQUEST FOR HTML The first request is for the HTML content. www.distilled.net www.distilled.net ?
  44. 44. REQUEST FOR HTML The Request goes to the server. www.distilled.net www.distilled.net ?
  45. 45. HTML LOADS It returns, with the HTML file. www.distilled.net www.distilled.net
  46. 46. BUT MORE IS NEEDED The browser reads the HTML &
 identifies other files it needs. www.distilled.net ? ? ? www.distilled.net
  47. 47. www.distilled.net www.facebook.com 3RD PARTY SERVERS www.distilled.net Some of these things may
 be from other servers. ? ? ?
  48. 48. AN HTTP COOKIE (1ST PARTY) An HTTP response can bring a Cookie with it.
 1st Party: From the same server as the current web page. Set Cookie www.distilled.net www.distilled.net
  49. 49. www.distilled.net www.facebook.com HTTP 3RD PARTY www.distilled.net 3rd Party: From a different server as the current web page.
  50. 50. A JAVASCRIPT COOKIE (1ST PARTY) A truck may bring Javascript, which like a recipe,
 lets the browser ‘bake’ its own Cookies. Javascript www.distilled.net www.distilled.net
  51. 51. 1ST PARTY 3RD PARTY HTTP(S) HOW COOKIES WORK JS
  52. 52. 1ST PARTY 3RD PARTY HTTP(S) EXAMPLE 1ST PARTY HTTP COOKIE LOGIN JS
  53. 53. 1ST PARTY 3RD PARTY HTTP(S) EXAMPLE 1ST PARTY JS COOKIE GA JS
  54. 54. 1ST PARTY 3RD PARTY HTTP(S) EXAMPLE 3RD PARTY HTTP COOKIE RETARGETING
 PIXEL JS
  55. 55. 1ST PARTY 3RD PARTY HTTP(S) JS NOT POSSIBLE: 3RD PARTY JS COOKIE
  56. 56. 1ST PARTY 3RD PARTY HTTP(S) JS EXAMPLE COOKIES RETARGETING
 PIXEL GALOGIN
  57. 57. 
 WAR
 ON COOKIES THE
  58. 58. YOU ARE BEING WATCHED!
  59. 59. YOU ARE BEING WATCHED!
  60. 60. YOU ARE BEING WATCHED!
  61. 61. INTELLIGENT TRACKING PREVENTION (ITP) In early 2017, Safari added
 “Intelligent Tracking Prevention” designed to stop this.
  62. 62. ADBLOCKERS Some adblockers also
 try to stop this sort of
 cross-site tracking.
  63. 63. LAST YEAR - TOM CAPPER https://moz.com/blog/analytics-black-holes
  64. 64. MIKE KING’S POST https://ipullrank.com/your-analytics-data-isnt-real-and-its-only-getting-worse/
  65. 65. ABOUT TO GET WORSE… ITP 1.0 ITP 2.0 ITP 2.1 Early 2017 June 2018 Mar 2019
  66. 66. SAFARI 1ST PARTY 3RD PARTY HTTP(S) JS
  67. 67. SAFARI 1ST PARTY 3RD PARTY HTTP(S) DYNAMICALLY LIMITED ITP Update 2017 JS
  68. 68. SAFARI 1ST PARTY 3RD PARTY HTTP(S) 7 DAY LIMIT March 2019:
 Limit age to 7 days. USER OPT-IN JS
  69. 69. GA COOKIES ARE SET FOR 2 YEARS Expiry: 2 Years
  70. 70. UNTIL NOW… GOOGLE DIRECT/CATEGORY 10-DAY VACATION /PRODUCT Attribution:
 ORGANIC Attribution:
 ORGANIC
  71. 71. IN AN ITP WORLD… GOOGLE DIRECT/CATEGORY 10-DAY VACATION /PRODUCT Attribution:
 ORGANIC Attribution:
 DIRECT Cookie
 Expires
  72. 72. CHROME 1ST PARTY 3RD PARTY HTTP(S) SOON: LIMITED JS
  73. 73. FIREFOX 1ST PARTY 3RD PARTY HTTP(S) CROSS-SITE TRACKING BLOCKED “Enhanced Tracking Protection” is rolling out, from now, over next few months. JS
  74. 74. FIREFOX 1ST PARTY 3RD PARTY HTTP(S) CROSS-SITE TRACKING BLOCKED 7 DAY LIMIT Currently experimenting with 7 day limit. JS
  75. 75. ADBLOCKERS Some Adblockers also block
 Tracking & Analytics cookies by default. Others allow it in settings. Privacy
 Badger uBlock
 Origin Ad
 Muncher
  76. 76. ADBLOCKERS
  77. 77. COME 2020… 1ST PARTY 3RD PARTY HTTP(S) 7 DAYS &
 TRACKERS
 BLOCKED OK OK OK TRACKERS
 BLOCKED LIMITED LIMITED TRACKERS
 BLOCKED 7 DAYS &
 1 DAY FOR
 TRACKERS JS
  78. 78. JS COME 2020… 1ST PARTY 3RD PARTY HTTP(S) 7 DAYS &
 TRACKERS
 BLOCKED OK OK OK TRACKERS
 BLOCKED LIMITED LIMITED TRACKERS
 BLOCKED 7 DAYS &
 1 DAY FOR
 TRACKERS ANALYTICS 🤕 (15-40% OF
 TRAFFIC IMPACTED)
  79. 79. JS COME 2020… 1ST PARTY 3RD PARTY HTTP(S) 7 DAYS &
 TRACKERS
 BLOCKED OK OK OK TRACKERS
 BLOCKED LIMITED LIMITED TRACKERS
 BLOCKED 7 DAYS &
 1 DAY FOR
 TRACKERS ANALYTICS RETARGETING
 & CROSS-SITE TRACKERS ☠ 🤕 (15-40% OF
 TRAFFIC IMPACTED)
  80. 80. TRACK ME NOT
  81. 81. THE END IS NIGH…?
  82. 82. IMPACT ON RETARGETING CAMPAIGNS ‣ Retargeting is going to be come less and less effective.
  83. 83. IMPACT ON ANALYTICS #1 - INVISIBLE USERS ‣ Some users will simply be invisible!
  84. 84. IMPACT ON ANALYTICS #2 - ALTERED ATTRIBUTION ‣ Organic traffic will appear to go down ‣ Direct will appear to go up
  85. 85. REMINDER - COOKIES WILL EXPIRE IN 7 DAYS GOOGLE DIRECT/CATEGORY 10-DAY VACATION /PRODUCT Attribution:
 ORGANIC Attribution:
 DIRECT Cookie
 Expires
  86. 86. ATTRIBUTION TO ORGANIC 3875 3550 90 Days 7 Days Perceived ~9% drop in organic conversions.
  87. 87. ATTRIBUTION TO DIRECT 338 698 90 Days 7 Days The impact of a 7 day cookie over a 90 day cookie. More than double the conversions are attributed to direct.
  88. 88. PERCEIVED CHANGE IN TRAFFIC SOURCE 90 Days 7 Days Attribution moves from Organic to Direct DirectOrganic
  89. 89. MEASURE IMPACT ON YOUR SITES Using GA’s “Model Comparison Tool” 
 you can measure the impact. 1 2 3 4
  90. 90. What can we do?
  91. 91. BEST WRITE UP (WITH IDEAS FOR WORKAROUNDS) https://www.simoahava.com/analytics/itp-2-1-and-web-analytics/
  92. 92. Annotate ITP release dates
 (see Mike King’s post) TAKEAWAY
  93. 93. Educate the business &
 normalise how you treat data TAKEAWAY (e.g. set campaign timeout to
 7 days for all traffic)
  94. 94. Cross-reference with
 Search Console data TAKEAWAY
  95. 95. Disable Ineffective Trackers
 (& Improve Site Speed!) TAKEAWAY http://www.tomanthony.co.uk/badtrackers/ Tool to help:
  96. 96. EVERGREEN
 GOOGLEBOT COOKIE
 CHANGES How We Do SEO How We Measure SEO
  97. 97. CONTENT
 DELIVERY How We Serve Content
  98. 98. CONTENT
 DELIVERY HOW USERS WILL
 ACCESS OUR CONTENT
  99. 99. collinsdictionary.com google.com Your web content is displayed with Google’s domain name.🤢
  100. 100. MORE HTTP TRUCKS… For a typical website…
  101. 101. HTTP REQUESTS Outbound trucks carry an HTTP request. Request
  102. 102. HTTP RESPONSES Returning trucks carry an HTTP response. Response
  103. 103. HTTPS PREVENTS PEOPLE PEEKING
  104. 104. HTTPS ALSO CONFIRMS THE WEBSITE’S IDENTITY When you connect to an HTTPS site,
 it has proved it is who it says it is. distilled.net
  105. 105. The AMP response is sent directly from Google. Google previously fetched the page from you, then cached it. WITH AMP PAGES, GOOGLE SERVES YOUR PAGE
  106. 106. WITH AMP PAGES, GOOGLE SERVES YOUR PAGE google.com
  107. 107. WITH AMP PAGES, GOOGLE SERVES YOUR PAGE google.com
  108. 108. EARLIER ON… 73 - Signed HTTP Exchanges
  109. 109. SIGNED EXCHANGES CHANGE THIS REALITY
  110. 110. Google requests a ‘Signed Exchange’ page from the server SIGNED EXCHANGES (WITH TRUCKS…) SXG Not in response
 to a user.
  111. 111. Google can now forward the truck, which looks like it came from original server. No communication with the server LATER, GOOGLE CAN FORWARD THAT TRUCK ON SXG
  112. 112. MOZILLA (FIREFOX) BELIEVE THIS IS HARMFUL
  113. 113. GOOGLE WILL HOST YOUR CONTENT ✓ Users won’t know they are not on your server ✓ It allows cached AMP pages to do more
  114. 114. PORTALS
  115. 115. PORTALS
  116. 116. PORTALS
  117. 117. PORTALS ✓ Increase the ‘appification’ of the web. Combined with PWAs for ‘native’ feel. ✓ May allow Google heightened ability to serve AMP in a ‘integrated’ fashion (combined with Signed Exchanges?) ✓ May be a new form of ‘link’, as they are a navigational element. Will they pass PageRank?
  118. 118. TAKEAWAYS CONTENT
  119. 119. If you are a (evil)
 AMP lover, then try out
 Signed Exchanges TAKEAWAY
  120. 120. Portals will allow ‘app’ style interfaces for websites. TAKEAWAY
  121. 121. Portals may be a new
 form of ‘link’ for PageRank TAKEAWAY
  122. 122. Google are pushing new web technologies that suit their agenda TAKEAWAY
  123. 123. WRAP UP
  124. 124. EVERGREEN
 GOOGLEBOT COOKIE
 CHANGES CONTENT
 DELIVERY Not a big change First party or third party HTTP or JS Google is doubling
 down on AMP OBSERVATIONS User-Agent not yet updated, but will be. Tracking Prevention is impacting your analytics Portals will dramatically change how users see your content
  125. 125. EVERGREEN
 GOOGLEBOT Continue supporting devs with Javascript usage ACTIONS Check your TLS versions Check for hardcoded
 User Agents
  126. 126. EVERGREEN
 GOOGLEBOT COOKIE
 CHANGES Continue supporting devs with Javascript usage Audit cross-site trackers,
 & disable the ineffective ACTIONS Check your TLS versions Cross-reference with GSC Check for hardcoded
 User Agents Normalise your analytics
 reporting for consistency
  127. 127. EVERGREEN
 GOOGLEBOT COOKIE
 CHANGES CONTENT
 DELIVERY Continue supporting devs with Javascript usage Audit cross-site trackers,
 & disable the ineffective For (evil) AMP lovers, try out Signed Exchanges ACTIONS Check your TLS versions Check for hardcoded
 User Agents Normalise your analytics
 reporting for consistency Opportunity for
 ‘link’ building. Cross-reference with GSC
  128. 128. Thanks! @TomAnthonySEO Check out our SEO A/B testing platform: https://odn.distilled.net

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