This document discusses the importance of practicing safe SEO and change monitoring to avoid surprises from undetected issues. It summarizes the key challenges of client-side rendering, including that search engines may not see the same content users see. It promotes the use of a site archive and monitoring tool like SEORadar to track all page changes and detect potential SEO problems before they impact traffic. By knowing the site's state over time, the tool helps avoid manual audits and identifies the specific changes responsible for any SEO losses.

1. Practicing Safe SEO
Mark Munroe
SEORadar
mark@seoradar.com
@markemunroe

2. Introduction
• Mark Munroe – CEO and founder for SEORadar in 2014, website change
monitoring/disaster prevention toolset.
• Prior to starting SEORadar – in house SEO responsible for SEO for large
complex sites, including Trulia.com, Usedcars.com, Everydayhealth.com.
• Consulting for many large Naspers invested companies (OLX, Flipcart,
Udemy, Codecademy, Brainly … )

4. Are you relaxed?

5. SEO Surprises!!

6. And then this stuff happens …
Broken
Redirects Noindex

7. Oldies but Goodies/Greatest Hits
Titles
gone
Canonical
Mishaps
Noindex
Tags
Robots.txt
Disallow
Broken
Redirects

8. Trending
AMP
Mobile
JavaScript

9. WYSIWYGG
SEO is Dead.
• JS
• Mobile
• HTTP Headers
• Dynamic Rendering

10. •
Give me a Web Page!!!
File with HTML & CSS
All content & meta tags returned in the HTML file
• Easy for the Browser
• Easy for Google
• Easy for SEOs - view source, view cache

11. Client Side Rendering
Give me a Web Page!!!
JS code/CSS & limited/no content
Executes JS
code to render
the page/DOM
Give me the Data I need!
Returns Data to Render the Page

12. Client Side Rendering: 2 waves of indexing
*** 14:51 Google IO Talk

13. Audience Participation

14. What content is Google picking up?

15. Fetch vs. Rendered tool - http://bit.ly/fvr246

16. What content is Google picking up?
Content
behind this
arrow is JS
rendered on
a users click
.
This
content is
in the
fetched
HTML
This content
is client
rendered on
load.

17. What’s the best way to tell Google is indexing content in
2019?

18. Site Command: Yes it’s indexed

19. How about JS?
Included text
from client
rendered
content.
Yay, it’s indexed

20. Content
behind this
arrow is JS
rendered.
This
content is
in the
fetched
HTML

21. Site on fetched content…

22. Additionally ….
Content shows up on URL Inspection tool and site is
responsive!
So why is this content
not getting indexed?

23. Mobile-friendly tool fails to render!
• Mobile crawler cannot render the page and due to JS errors, the DOM is
getting correctly rendered, content is not in the rendered HTML.

24. • What you see is not necessarily what the Bots see:
Dynamic Rendering – Gotchas

25. Btu maybe Google gets this …

26. ◆ Half dozen major portal pages in 20 plus countries rendered
this content – only to Googlebot!
“Couldn’t Get Bot HTML”
True Story: Fortune 500 Company

27. There is so much in SEO that is uncontrollable … lets
make sure we control the controllable!

28. No more surprises!
No more lost traffic!
No more explaining!
No more digging!

29. The key is a site archive and
change monitoring …
• If you know the state of your pages, you only need to
know what’s changed to evaluate the health of your
SEO.
• Eliminative the noise so that alerts are only triggered for
things important to you!
• Save complete history.

30. Approaches
Approach
Manual Time consuming, error-prone and risky
Typical audit (screaming
frog)
Still very time consuming and manual.
Custom tools, scripts Hard to maintain
SEORadar Completely automated

31. THEENGINE
AnalyzeAlertCompareCrawl
Live Archive
Vs
..
The Radar Engine
Render
Live Archive/
Staging/
Mobile/
Rendered

32. Example: Critical change to H1 and Title
By comparing production to
previous snapshot, it is instantly
clear if something has broken.
In this case, keyword has been
removed from title and h1.

33. What Do we test
• Titles, H1s, H2s – changes, de-optimizations
• Meta – Descriptions, Robots, Schemas, Canonicals
• Redirect Status/HTTP errors
• Sitemaps
• Analytics tags, custom tags
• Link structure – removal of persistent links, nav, footer links, link
count, nofollows
• Impact Keywords
• JS content

34. Email Alerts
Something bad! Broken canonicals

35. Various diff reports showing changes

36. Analyze Impact of Changes
Something bad! Broken canonicals
Schedule an
analysis with a
quick click of a
button!

37. Change analysis

38. Big losses for 2 specific keywords: What happened?
● Losers our numbered
winners 2-1
● Drop average a full position
in the SERP.

39. Our source code archive provides the answer!
•

40. Old version had significant repetition!

41. What’s New? Change Monitoring the SERP

42. What’s New? Change Monitoring the SERP
Monitors
position and
featured
snippet.

43. What’s New? Change Monitoring the SERP
Monitors
position and
featured
snippet.
As well as on-
page changes.

44. Thanks!
Any questions or demo: mark@seoradar.com
Or signup for a demo at www.seoradar.com
@markemunroe