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The Latest in
Advanced
Technical SEO
Index Bloat &
Discovery: from
Facets to
Frameworks
Hi!
Good Afternoon.
Ari	Nahmani
CEO	/	Founder
Kahena	Digital	Marketing
ari@kahenadigital.com
TeamClients
index bloat
index bloat
crawl budget
web-tech > googlebot
discoverability
Today’s Session
• Technical SEO issues around e-commerce /
large site architecture
• Preventing index bloat & preserving crawl
budget as a core methodology
• Current solutions & upcoming threats (JS,
AJAX, new frameworks, pre-rendering)
Index Bloat Prevention
Index Bloat Prevention
A bloated index =
if indexed URLS > “unique
pages”
Index Bloat Prevention
On an ecommerce site:
A bloated index =
if indexed URLS >
sum(CAT+PDP+Static)
Index Bloat Prevention
On a ‘content’ site:
A bloated index =
if indexed URLS >
sum(Articles+Static)
cannibalization
Index Bloat Prevention: Cannibalization
Index Bloat Prevention: Sorts & Facets
Index Bloat Prevention: Sorts & Filters
http://www.site.com/guys/tees/?pref
n1=bvAverageRating&prefn2=col
orGroup&prefv3=LG&srule=sortin
gNewArrival&prefv1=4&prefv2=RE
D&prefn3=size
Index Bloat Prevention: Sorts & Filters
<link	rel="canonical"	
href=”http://www.site.com/guys/tees/"	/>
• Basic Solution: Strip out the unnecessary
parameters
Solution: Filtering Out All Facet Params
• PROS:
– Avoids diluted / dupe URLs (request, not
directive)
• CONS:
– If you want/need specific parameters indexed
and exposed (size, color), need properly coded
canonical tag logic, recipe for major leak and
confusion.
– Considerations w/ pagination & view-all page
Crawl Budget: Facet Parameter URLs
Crawl Budget: Facet Parameter URLs
JS / AJAX Indexation
Index Bloat VS Discovery: JS + AJAX
Index Bloat Prevention: JS + AJAX
AJAX	Refinement	V1	=		
NO	URL	CHANGE
Index Bloat Prevention: JS + AJAX
AJAX	Refinement	V1	- NO	URL	CHANGE,	
but	inactive,	different href=	URL	exists
AJAX Facet Refinements V1 (NO URL CHANGE)
• PROS:
– Theoretically no parameters exposed to bloat the
index
• CONS:
– Users can’t share refined / filtered content to
friends, no accurate bookmarking. (Terrible UX)
– Googlebot will still crawl hidden href=' or other JS
framework links like Angular: ng-href= (check
canonical logic!!)
Index Bloat Prevention: JS + AJAX
AJAX	Refinement	V2	=	
html	5 history.pushState()
Index Bloat Prevention: JS + AJAX
html	5	history.pushState()
http://www.site.com/guys/tees/?color=green&size=large
Consistent URL Signals - Navigation
Ideal consistency:
Navigation URLs =
Pushstate() URLs =
Canonical URLs =
XML Sitemap URLs =
Consistent URL Signals - Navigation
Ideal consistency:
Navigation URLs =
Pushstate() URLs ≠
Canonical URLs =
XML Sitemap URLs =
Index Bloat Prevention: JS + AJAX
Google	preferred	pushstate URL	version,	we	had	to	reinforce	
(via	normal	inline	href=‘’,	canonical,	xml	sitemap)
AJAX Facet Refinements V2 (PushState URL Change)
• PROS:
– Users can now share /bookmark the correct
content
– Added to browser history
• CONS:
– Still need to have consistent canonical structure
due to Googlebot crawling pushstate()
– Different hidden URL structure via AJAX facets
may require further unpredictable
canonicalization logic / further dev work
Indexing AJAX & JS Frameworks
Indexing AJAX & JS Frameworks
Indexing AJAX & JS Frameworks
What method exists
that we know still
works?
Indexing AJAX & JS Frameworks
HTML SNAPSHOT
<head>
<meta name="fragment" content="!">
Google / Bing crawls with:
_escaped_fragment_=
Indexing AJAX & JS: HTML Snapshot
Indexing AJAX & JS: HTML Snapshot
Indexing AJAX & JS: HTML Snapshot
Pre or Realtime
Rendered
(to users & bots)
Indexing AJAX & JS: How To Decide?
HTML
SNAPSHOT
_escaped_fragment_=
Trust
Googlebot
VALIDATE!
Progressive
Enhancement
‘Dumbed down’
HTML Template
3rd Party
Service
(prerender.io)
Server side
(phantomJS /
headless browser)
Pre-Rendered
(to bots)
Pre or Realtime
Rendered
(to users & bots)
Indexing AJAX & JS: How To Decide?
HTML
SNAPSHOT
_escaped_fragment_=
Trust
Googlebot
VALIDATE!
Progressive
Enhancement
‘Dumbed down’
HTML Template
3rd Party
Service
(prerender.io)
Pre-Rendered
(to bots)
Server side
(phantomJS /
headless browser)
Indexing AJAX & JS: HTML Snapshot
• Upon crawl of URL with _escaped_fragment_=,
serve ’dumbed down’ HTML version of page.
• Not pre-rendered, rather simplified.
• For example, on ecommerce à a view-all
category listing with no dynamic facets.
Amazing results from our clients.
Indexing AJAX & JS: How To Decide?
HTML
SNAPSHOT
_escaped_fragment_=
Trust
Googlebot
VALIDATE!
Progressive
Enhancement
‘Dumbed down’
HTML Template
3rd Party
Service
(prerender.io)
Pre or Realtime
Rendered
(to users & bots)
Pre-Rendered
(to bots)
Server side
(phantomJS /
headless browser)
Indexing AJAX & JS: Pre-rendering
Upon crawl of URL with _escaped_fragment_=
1. prerender.io – middleware via reverse proxy
that serves a pre-rendered, cached HTML
page to bots
OR
2. Server side – the server pre-rendered the JS
in cached html pages to serve to bots or
does it in real-time (headless browser).
Indexing AJAX & JS: Prerender.io
Indexing AJAX & JS: Prerender.io
Indexing AJAX & JS: BromBone
Indexing AJAX & JS: Server Prerender
Server side
(phantomJS /
headless browser)
Pre or Realtime
Rendered
(to users & bots)
Indexing AJAX & JS: How To Decide?
HTML
SNAPSHOT
_escaped_fragment_=
Trust
Googlebot
VALIDATE!
Progressive
Enhancement
‘Dumbed down’
HTML Template
3rd Party
Service
(prerender.io)
Pre-Rendered
(to bots)
Indexing AJAX & JS: Server Side
bit.ly/javascriptseo
Indexing AJAX & JS: Server Side
bit.ly/javascriptseobit.ly/javascriptseo
Indexing AJAX & JS: Server Side
bit.ly/javascriptseobit.ly/javascriptseo
Server side
(phantomJS /
headless browser)
Pre or Realtime
Rendered
(to users & bots)
Indexing AJAX & JS: How To Decide?
HTML
SNAPSHOT
_escaped_fragment_=
Trust
Googlebot
VALIDATE!
Progressive
Enhancement
‘Dumbed down’
HTML Template
3rd Party
Service
(prerender.io)
Pre-Rendered
(to bots)
Indexing AJAX & JS: Trust Googlebot
read	these	first…
Testing JS Indexation: Jscrawlability.com
Validation & Testing:
Discovery vs Bloat
Testing: Fetch & Render JS / AJAX
Testing: Slice and Dice the Index
Advanced	Site	Operators
site:yoursite.com –inurl:cat.jsp
-inurl:prod.jsp –inurl:store.jsp
Testing: Slice and Dice the Index
Advanced	Site	Operators
site:yoursite.com inurl:size
inurl:cat.jsp -inurl:cid
Testing: Slice and Dice the Index
Advanced	Site	Operators
site:yoursite.com inurl:pdp
intext:”write	a	review”
Testing: Automate Bloat + Discovery Check
Testing: Automate Bloat + Discovery Check
Testing: Search Analytics for Bloat / Discovery
Testing: Go To The Source: Server Logs!
Summing It Up
• Index Bloat, Crawl Budget, & Testing: Large sites are
prone to serious index bloat and wasted crawl budget.
Needs diligent testing and an OCD-like attention to detail
with the basics. Test often & automate!
• JS/AJAX: Pushstate(), JS Frameworks and AJAX present
both discovery and bloat challenges. Know the options:
short term fixes like HTML snapshot (G+B), and long term
re-designs with modern frameworks w/ built in server side
rendering.
Dankeschön!
Questions?
Ari	Nahmani
CEO	/	Founder
Kahena	Digital	Marketing
ari@kahenadigital.com
@AriNahmani
References:
• Can You Now Trust Google To Crawl Ajax Sites?
• Search Engine Optimization Best Practices for AJAX URLs | Webmaster Blog
• We Tested How Googlebot Crawls Javascript And Here's What We Learned
• Prerender - AngularJS SEO, BackboneJS SEO, or EmberJS SEO
• SMX Munich Advanced Technical SEO Brainstorm - Google Docs
• www.simoahava.com/seo/dynamically-added-meta-data-indexed-google-crawlers/
• Speakers | Search Marketing Expo &ndash; SMX Munich
• JavaScript + SEO: Better Together &mdash; Medium
• SEO AJAX Crawlability in a Responsive Publisher World
• SEO Strategies for JavaScript-Heavy Single Page Applications or AJAX Sites | Search Engine Watch
• The Basics of JavaScript Framework SEO in AngularJS - Builtvisible
• Can Search Engines Crawl Javascript?
• https://www.w3.org/wiki/Graceful_degradation_versus_progressive_enhancement#Graceful_degradatio
n_and_progressive_enhancement_in_a_nutshell
• SEO and JS: New Challenges
• BromBone | SEO for your AngularJS, EmberJS, or BackboneJS website.
• DIY AngularJS SEO with PhantomJS (the easy way!) | Lawsonry
• https://scotch.io/tutorials/angularjs-seo-with-prerender-io
Image Credits:
fat-american-1.jpg (1280×955)
bigbrands1.jpg (570×383)
consistencydemotivator_large.jpeg (480×338)
04-godfather-keep-friend.jpg (518×300)
4da1a1a23dba011a7ba6918986a6b818302b949ae694b27d559cf8e733
08bf7b.jpg (604×392)
the-17-craziest-cannibal-attacks-in-history-u2.jpg (520×272)
taxonomy-types-800x450.png (800×450)
wireframes-homecat.png (1000×460)
Check-yoself.jpg (800×1025)
Dangerous-Curve-Ahead-Sign-K-6513.gif (400×400)
crawlerserver2.png (884×445)
beach.png (1196×838)

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  • 21. Index Bloat Prevention: Sorts & Facets
  • 22. Index Bloat Prevention: Sorts & Filters http://www.site.com/guys/tees/?pref n1=bvAverageRating&prefn2=col orGroup&prefv3=LG&srule=sortin gNewArrival&prefv1=4&prefv2=RE D&prefn3=size
  • 23. Index Bloat Prevention: Sorts & Filters <link rel="canonical" href=”http://www.site.com/guys/tees/" /> • Basic Solution: Strip out the unnecessary parameters
  • 24. Solution: Filtering Out All Facet Params • PROS: – Avoids diluted / dupe URLs (request, not directive) • CONS: – If you want/need specific parameters indexed and exposed (size, color), need properly coded canonical tag logic, recipe for major leak and confusion. – Considerations w/ pagination & view-all page
  • 25. Crawl Budget: Facet Parameter URLs
  • 26. Crawl Budget: Facet Parameter URLs
  • 27.
  • 28. JS / AJAX Indexation
  • 29. Index Bloat VS Discovery: JS + AJAX
  • 30. Index Bloat Prevention: JS + AJAX AJAX Refinement V1 = NO URL CHANGE
  • 31. Index Bloat Prevention: JS + AJAX AJAX Refinement V1 - NO URL CHANGE, but inactive, different href= URL exists
  • 32. AJAX Facet Refinements V1 (NO URL CHANGE) • PROS: – Theoretically no parameters exposed to bloat the index • CONS: – Users can’t share refined / filtered content to friends, no accurate bookmarking. (Terrible UX) – Googlebot will still crawl hidden href=' or other JS framework links like Angular: ng-href= (check canonical logic!!)
  • 33. Index Bloat Prevention: JS + AJAX AJAX Refinement V2 = html 5 history.pushState()
  • 34. Index Bloat Prevention: JS + AJAX html 5 history.pushState() http://www.site.com/guys/tees/?color=green&size=large
  • 35. Consistent URL Signals - Navigation Ideal consistency: Navigation URLs = Pushstate() URLs = Canonical URLs = XML Sitemap URLs =
  • 36. Consistent URL Signals - Navigation Ideal consistency: Navigation URLs = Pushstate() URLs ≠ Canonical URLs = XML Sitemap URLs =
  • 37. Index Bloat Prevention: JS + AJAX Google preferred pushstate URL version, we had to reinforce (via normal inline href=‘’, canonical, xml sitemap)
  • 38. AJAX Facet Refinements V2 (PushState URL Change) • PROS: – Users can now share /bookmark the correct content – Added to browser history • CONS: – Still need to have consistent canonical structure due to Googlebot crawling pushstate() – Different hidden URL structure via AJAX facets may require further unpredictable canonicalization logic / further dev work
  • 39. Indexing AJAX & JS Frameworks
  • 40. Indexing AJAX & JS Frameworks
  • 41.
  • 42.
  • 43.
  • 44. Indexing AJAX & JS Frameworks What method exists that we know still works?
  • 45. Indexing AJAX & JS Frameworks HTML SNAPSHOT
  • 46. <head> <meta name="fragment" content="!"> Google / Bing crawls with: _escaped_fragment_= Indexing AJAX & JS: HTML Snapshot
  • 47. Indexing AJAX & JS: HTML Snapshot
  • 48. Indexing AJAX & JS: HTML Snapshot
  • 49. Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Server side (phantomJS / headless browser) Pre-Rendered (to bots)
  • 50. Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre-Rendered (to bots) Server side (phantomJS / headless browser)
  • 51. Indexing AJAX & JS: HTML Snapshot • Upon crawl of URL with _escaped_fragment_=, serve ’dumbed down’ HTML version of page. • Not pre-rendered, rather simplified. • For example, on ecommerce à a view-all category listing with no dynamic facets. Amazing results from our clients.
  • 52. Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre or Realtime Rendered (to users & bots) Pre-Rendered (to bots) Server side (phantomJS / headless browser)
  • 53. Indexing AJAX & JS: Pre-rendering Upon crawl of URL with _escaped_fragment_= 1. prerender.io – middleware via reverse proxy that serves a pre-rendered, cached HTML page to bots OR 2. Server side – the server pre-rendered the JS in cached html pages to serve to bots or does it in real-time (headless browser).
  • 54. Indexing AJAX & JS: Prerender.io
  • 55. Indexing AJAX & JS: Prerender.io
  • 56. Indexing AJAX & JS: BromBone
  • 57. Indexing AJAX & JS: Server Prerender
  • 58. Server side (phantomJS / headless browser) Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre-Rendered (to bots)
  • 59. Indexing AJAX & JS: Server Side bit.ly/javascriptseo
  • 60. Indexing AJAX & JS: Server Side bit.ly/javascriptseobit.ly/javascriptseo
  • 61. Indexing AJAX & JS: Server Side bit.ly/javascriptseobit.ly/javascriptseo
  • 62. Server side (phantomJS / headless browser) Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre-Rendered (to bots)
  • 63. Indexing AJAX & JS: Trust Googlebot read these first…
  • 64. Testing JS Indexation: Jscrawlability.com
  • 66.
  • 67. Testing: Fetch & Render JS / AJAX
  • 68. Testing: Slice and Dice the Index Advanced Site Operators site:yoursite.com –inurl:cat.jsp -inurl:prod.jsp –inurl:store.jsp
  • 69. Testing: Slice and Dice the Index Advanced Site Operators site:yoursite.com inurl:size inurl:cat.jsp -inurl:cid
  • 70. Testing: Slice and Dice the Index Advanced Site Operators site:yoursite.com inurl:pdp intext:”write a review”
  • 71. Testing: Automate Bloat + Discovery Check
  • 72. Testing: Automate Bloat + Discovery Check
  • 73. Testing: Search Analytics for Bloat / Discovery
  • 74. Testing: Go To The Source: Server Logs!
  • 75. Summing It Up • Index Bloat, Crawl Budget, & Testing: Large sites are prone to serious index bloat and wasted crawl budget. Needs diligent testing and an OCD-like attention to detail with the basics. Test often & automate! • JS/AJAX: Pushstate(), JS Frameworks and AJAX present both discovery and bloat challenges. Know the options: short term fixes like HTML snapshot (G+B), and long term re-designs with modern frameworks w/ built in server side rendering.
  • 77. References: • Can You Now Trust Google To Crawl Ajax Sites? • Search Engine Optimization Best Practices for AJAX URLs | Webmaster Blog • We Tested How Googlebot Crawls Javascript And Here's What We Learned • Prerender - AngularJS SEO, BackboneJS SEO, or EmberJS SEO • SMX Munich Advanced Technical SEO Brainstorm - Google Docs • www.simoahava.com/seo/dynamically-added-meta-data-indexed-google-crawlers/ • Speakers | Search Marketing Expo &ndash; SMX Munich • JavaScript + SEO: Better Together &mdash; Medium • SEO AJAX Crawlability in a Responsive Publisher World • SEO Strategies for JavaScript-Heavy Single Page Applications or AJAX Sites | Search Engine Watch • The Basics of JavaScript Framework SEO in AngularJS - Builtvisible • Can Search Engines Crawl Javascript? • https://www.w3.org/wiki/Graceful_degradation_versus_progressive_enhancement#Graceful_degradatio n_and_progressive_enhancement_in_a_nutshell • SEO and JS: New Challenges • BromBone | SEO for your AngularJS, EmberJS, or BackboneJS website. • DIY AngularJS SEO with PhantomJS (the easy way!) | Lawsonry • https://scotch.io/tutorials/angularjs-seo-with-prerender-io
  • 78. Image Credits: fat-american-1.jpg (1280×955) bigbrands1.jpg (570×383) consistencydemotivator_large.jpeg (480×338) 04-godfather-keep-friend.jpg (518×300) 4da1a1a23dba011a7ba6918986a6b818302b949ae694b27d559cf8e733 08bf7b.jpg (604×392) the-17-craziest-cannibal-attacks-in-history-u2.jpg (520×272) taxonomy-types-800x450.png (800×450) wireframes-homecat.png (1000×460) Check-yoself.jpg (800×1025) Dangerous-Curve-Ahead-Sign-K-6513.gif (400×400) crawlerserver2.png (884×445) beach.png (1196×838)