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Bartosz Góralewicz
ELEPHATE
Can Google properly crawl and index JavaScript?
SEO Experiments - Results and findings
@bart_goralewicz
https://www.linkedin.com/in/goralewicz/
Why is JavaScript SEO such a complex topic?
DATANO
Why is JavaScript SEO such a complex topic?
DATANO
Making JavaScript SEO easy
JS SEO
JS SEO
What is the problem with JavaScript?
HTML
JS
What is the problem with JavaScript?
HTML
HTML
What is the problem with JavaScript?
HTML
HTML
JavaScript
and JavaScript
JavaScript & SEO
50 shades of JavaScript
*more about it later
not as “forgiving” as HTML*
It has all with…
Reverse
engineering
algorithms is
no longer an
option.
Times have changed. Today, as
long as you're not blocking
Googlebot from crawling your
JavaScript or CSS files, we are
generally able to render and
understand your web pages like
modern browsers. To reflect this
improvement, we recently updated
our technical Webmaster
Guidelines to recommend against
disallowing Googlebot from
crawling your site's CSS or JS files.
ele.ph/ajax
ele.ph/scotch
Can this backfire?
Hulu.com
JavaScript & SEO backfire
-37%
ele.ph/hulu
Hulu case study
Google and JavaScript – difficult relationship
The only solution…
Java Script Experiment
Kamil
Grymuza
http://jsseo.expert
Content!
OK.
ele.ph/AI
Inspect Element
vs.
View Source
Inspect element
View source
First JavaScript rendering issues
Timeout, GSC bug or real ?
/test/
JavaScript links were
not parsed by Googlebot
Google
kept us
waiting…
Fail?
Re-fetched all URLs via GSC
/html/test/ (duh!)
/plain-inline/test/
/jquery-inline/test/
/jquery-ajax/test/
/vue/test/
/react-inline/test/
And… that’s it! /test/
Let’s start with JS frameworks created by
Version 1
Checklist
Check if ”framework/test/” URL was crawled
Search for unique content from framework’s page
Is URL indexed by Google?
Fetch and render test (GSC)
Fetch and render test (GSC)
Is URL indexed by Google?
Search for unique content from framework’s page
Check if ”framework/test/” URL was crawled
V2 Inline
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
Inline Inline
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
External Ajax callInline
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
Inline External
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
Inline External
Inline vs. External JS makes a huge difference
Not all JavaScript frameworks are crawled
and indexed in the same way
Mindblowing findings
JS generated links aren’t always crawled
ele.ph/angularU
Also…
Regardless of what your
developers say, Angular JS 2
always has to be server
rendered…
according to
Angular JS 2 community.
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
?How about Search Engines other than
63,4%
22,8%
11,7%
1,3% 0,8%
Google Bing Yahoo! Ask AOL
Search Engine market share
Source: https://www.statista.com/statistics/267161/market-share-of-search-engines-in-the-united-states/
83,5%
11,1%
3,8% 0,8% 0,6%
Google Bing Yahoo! MSN DuckDuckGo
Search Engine market share
Source: https://www.statista.com/statistics/280269/market-share-held-by-search-engines-in-the-united-kingdom/
ele.ph/beyondgoogle
ele.ph/jsforum
Tell me
why I
can’t…
Clear your
mind of
questions
*not the actual conversation
GSC
fetch
URL
Indexed?
Content
Indexed?
Test
URL
External Ajax callInline
http://jsseo.expert/plain-external/test/
http://jsseo.expert/react-external/test/
http://jsseo.expert/jquery-external/test/
we found this URL from a link ca 3 weeks ago, but we haven't crawled it
we picked this one up ~19 days ago, and similar to above,
our systems just didn't feel like crawling it yet
picked up ~21 days ago, also not crawled yet.
Thanks,
John!
You’re the
best,
Bartosz!*
*he didn’t say that
John Mueller’s feedback got me thinking…
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.
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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
JavaScript vs. crawler budget
Some JavaScript frameworks are indexable,
but there is a fine print…
JavaScript
BUT…
HTML
Do you already know where I am going with this?
Kamil
Grymuza
Crawler budget experiment (early beta)
We repeated this experiment a few times and
the results were always the same.
JavaScript,
even when indexable,
can kill your crawler budget…
JS is less
effective than
HTML
JavaScript is not
bad for SEO, if
done right*
*he said exactly that
Ilya Grigorik
Understanding technology behind
ele.ph/ilya
ele.ph/chrome41
ele.ph/chrome41
Download Chrome 41 here:
Using Chrome 41
for debugging JS indexing
http://jsseo.expert/angular2/
in Chrome 41
http://jsseo.expert/angular2/
in up-to-date Chrome
JavaScript SEO isn’t only affecting technical
At the same times those links count just as HTML ones.
Most link indexes
(e.g. Majestic, MOZ etc.)
can’t crawl JavaScript generated backlinks.
Also…
...there is more JavaScript generated links out there
than I would imagine
(I’ll tell you more about it in a second)
Problems?
Manual penalties
Tracking mentions
Google Penguin
Link audits
Link building
Crawling JavaScript is expensive…
To execute JS for every page at
our scale [would] require
10,000-15,000 servers, and
we believe our customers are
not ready to pay for that yet”
Dmitry Gerasimenko, CEO of
Ahrefs
~ July 2017
No hope?
Ahrefs guys changed their mind after
reading my article…
ele.ph/js-ahrefs
ele.ph/js-ahrefs
…We accepted the challenge
and crawled this same
website with our JS crawler,
which rendered all of the
pages that were there.
ele.ph/js-ahrefs
ele.ph/js-ahrefs
ele.ph/js-ahrefs
So earlier this
year Dmitry (our
Founder & CEO) decided that
Ahrefs has to be the first
among its rivals to crawl
JavaScript links.
Which we achieved with
ease last month.
JS
ele.ph/js-ahrefs
JS
ele.ph/js-ahrefs
787622915746127654196745167546245246157964127432546
12794214512161504918805916076096067461350967619097
645684795464436557433443675698347856654756434587
6554364655437876954878796865645654456453212543321
5645466556762615655244675988799980879876424223314
003132425654342698754736755645654465474587698374
7876229 4322546
12794214512161504918805916076096067461350967619097
645684795464436557433443675698347856654756434587
6554364655437876954878796865645654456453212543321
5645466556762615655244675988799980879876424223314
003132425654342698754736755645654465474587698374
787622915746127654196745167546245246157964127432546
So how many JS links are out there?
JS LINKS PER DAY!
Is there a perfect JavaScript SEO scenario?
YES
The setup for that is called
Isomorphic JavaScript on
React & Universal on
Angular. That's what I'd
recommend doing in general,
if you can.
Isomorphic JavaScript
ele.ph/Iso-John
ele.ph/iso
What if it’s too late?
Prerender.io
user
server
middleware
Prerendering
crawlers
JS
HTML
JS
?
?
Experiments continue…
JS
Only Google and Ask
can handle JavaScript
Key takeways
JS
Only Google and Ask
can handle JavaScript
Not all JavaScript
frameworks are indexable
Key takeways
Not all JavaScript
frameworks are indexable
Indexing JavaScript
is only half the battle
Key takeways
Indexing JavaScript
is only half the battle
JavaScript even when
rendered and indexed,
can kill crawler budget
Key takeways
JavaScript even when
rendered and indexed,
can kill crawler budget
Use Chrome 41
to debug JS
Key takeways
Use Chrome 41
to debug JS
If too late,
use prerendering
Key takeways
If too late,
use prerendering
Key takeways
Isomorphic JS
=
perfect scenario
Not all JavaScript
frameworks are indexable
Indexing JavaScript
is only half the battle
JavaScript even when
rendered and indexed,
can kill crawler budget
Use Chrome 41
to debug JS
JS
Only Google and Ask
can handle JavaScript
If too late,
use prerendering
Key takeways
Isomorphic JS
=
perfect scenario
@bart_goralewicz
/in/goralewicz/
Thanks! :*

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