DeepCrawl Webinar: Performing SEO on the Edge
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Slides from my Edge SEO Deep Crawl webinar on February 27th 2019; in these slides I looked at what Edge SEO is, why we need it, and the conversations we need to have as Sapiens and organisations to prevent it's misuse.
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DeepCrawl Webinar: Performing SEO on the Edge
- 1. SEO on the Edge Getting around technical barriers.
- 3. Old platforms/servers being held together with duct-tape and patch fixes that were scoped years ago, and likely no longer fit for purpose. New site builds that haven’t been scoped correctly and you’re coming in late to the party. Congested development queues/long lead times. Developers who behave like gatekeepers and are just... Unhelpful. BUDGET £$€
- 4. Edge SEO is designed for edge cases.
- 6. Cloudflare Worker v Service Worker
- 8. Edge SEO means using a serverless application, known as a Worker, to modify requests and responses between the client and the server, without modifying the underlying codebase. Cloudflare Worker v Service Worker
- 10. Things we can do on the edge. • 301/302 Redirects • Hreflang into the <head> • Modify Robots.txt file (Inc. Shopify) • Collect server response codes (logs) • Security headers • ”Tag Manager” • Rewrite image ALT text • Prerender JS • Age verification screens • GSC verification • AB testing • Title tags • Meta descriptions • Tracking pixels/codes • JS overlays • Page load time tracking
- 17. Is it picked up in the rendered HTML? Google’s Mobile-Friendly Test (as advised by John Mueller) Hreflang appearing within the rendered HTML, meaning it would be picked up by Google. Verified by Bing at TechSEO Boost 2018 that they would be able to render the HTML changes (not just for Hreflang)
- 18. Does it work? Test markets: • English (primary) • French • Russian Tested through NordVPN in: • Google Chrome • YaBrowser Google.fr – Query “Dan Taylor SEO”, French homepage ranking Google.ru – Query “Dan Taylor SEO”, Russian homepage ranking Yandex.ru – Query “Dan Taylor SEO”, Russian homepageranking
- 19. Can it be validated? Short answer: Yes. Validated through third-party Hreflang validation tools: • Hreflangchecker.com • Technicalseo.com • Hreflang.ninja • Flang.dejanseo.com.au
- 21. Pro’s & Con’s • Workers are written in JavaScript • Simple API • One-click deployment/pullback • Next to zero dev ops • Cost effective ($5 for 10m req, 50c per add. 1m req) • Can be verified and monitoring through existing tools/methods • Potential to affect and impact all requests between client and server • Potential to add latency and slow page load times, depending on implementation (our testing has shown between 10ms and 50ms latency) • Potential to introduce front-end bugs that are difficult to debug when it is unclear what is being modified/injected through stream transformation
- 22. Questions?