Zurich Google vs. JavaScript - What's the Score in 2019?
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On August 23, 2019, Onely's CEO and all-around JavaScript SEO expert Bartosz Goralewicz was invited to do a presentation at Web Zürich. The subject was "Google vs. JavaScript - What's the Score in 2019?" and it covered a wide variety of JavaScript SEO issues.
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Zurich Google vs. JavaScript - What's the Score in 2019?
- 1. Google vs. JavaScript What’s the Score in 2019? Bartosz Góralewicz, CEO of Onely bart_goralewicz www.onely.com
- 3. 50 Shades of JavaScript
- 4. Google and JavaScript – a difficult relationship
- 6. …however JavaScript SEO is still massively misunderstood in 2019
- 12. Der Desktop ist tot. google.de amazon.de zalando.de 23% 26% 25%
- 13. Der Desktop ist tot.* google.ch amazon.ch zalando.ch 39% xx% 45%*Not in Switzerland
- 14. LET’S GO BACK TO 2015/2016
- 15. HULU.com decides to try a new JavaScript framework
- 18. THE PROBLEM
- 19. What EXACTLY went wrong?
- 21. Kamil Grymuza
- 31. GSC fetch URL Indexed? Content Cached Links cached Content Indexed? Test URL Version 2 Version 2 BundledVersion 1
- 32. 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
- 33. Google vs. other search engines (2017 data)
- 34. … but this still wasn’t the main problem with search engines and JavaScript.
- 35. We couldn’t find a JavaScript website that… ranks.
- 36. Tell me why I can’t… Clear your mind of questions *not the actual conversation
- 37. HTML JS
- 38. 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. 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 JavaScript vs. crawler budget Some JavaScript frameworks are indexable, but there is a fine print…
- 39. JavaScript
- 40. BUT … HTML
- 42. Do you already know where I am going with this?
- 43. Kamil Grymuza
- 44. Crawler budget experiment 2017
- 45. We repeated this experiment many times and the results were always the same.
- 46. JavaScript, even when indexable, can kill your crawler budget…
- 47. JavaScript vs. Crawler budget (crawl demand) Oh no! (…) Also, crawling & indexing is currently a bit slower than static HTML (...)ele.ph/crawldem
- 48. Thanks, John! You’re the best, Bartosz!* *he didn’t say that John’s advice helped
- 49. I reached out to Ilya Grigorik..
- 50. JS is less effective than HTML JavaScript is not bad for SEO, if done right* *he said exactly that Ilya Grigorik
- 51. JavaScript HTML
- 53. Fast forward to 2018
- 56. 2 waves HTML JAVASCRIPT • JS dependent content only • HTML content • Canonicals • Meta data • HTTP Codes
- 58. Fast forward ~1 year
- 59. Problem fixed* *on the desktop version
- 60. Problem fixed* *on the desktop version **mobile first indexing is live
- 61. Mobile Googlebot Chrome Screenshot
- 62. Mobile Googlebot Chrome Screensho
- 63. Mobile Googlebot Chrome Screensho
- 64. Mobile Googlebot Chrome Screensho
- 65. 2019
- 67. Crawler budget experiment 2019
- 69. NationalGeographic.com – no JS
- 70. NationalGeographic.com – no JS 100% of JS content indexed
- 71. Asos.com
- 72. Asos.com – no JS 100% of JS content indexed
- 73. Important things that DON’T work (yet?)* *I’m sorry, Martin :)
- 74. medium.com – 58% vice.com – 74% shop.lululemon.com – 92% cosmopolitan.in – 49% Percentage of the JavaScript content indexed (random samples)
- 75. 2 waves of JavaScript indexing
- 76. % of the JS content NOT indexed after 10 days 50% 100% 7% 14%
- 77. Let’s talk black hat* *again – I’m super sorry, Martin.
- 78. Cloaking in 2019
- 83. A new game, new rules, and new players.
- 84. 9/16/2019 Confidential – Oracle Internal/Restricted/Highly RestrictedCopyright © 2019, Oracle and/or its affiliates. All rights reserved. | What’s at stake? Hulu vs. Netflix
- 87. Step 1. V.2 Choosing the right framework
- 88. Step 2. Rendering JavaScript Prerendering Server Side Rendering Universal/Isomorphic Static site generators (Gatsby.js)
- 90. Step 3. Enjoy your traffic!
Editor's Notes
- SEO tutaj może być niewidoczne bo mamy blue on blue
- Nie wiem czy tego slajda nie mozna zrobic lepiej (w sensie o wiele lepiej)
- movement which I cannot understand even now started. Big online players started to blindly deploy Client Side Rendered JavaScript websites and in most cases, they didn’t seem to care about organic traffic.
- Video with Samsung Galaxy S
- Desktop is dead. 23% for google.de 26% for amazon.de 25% for zalando.de
- Desktop is dead. 23% for google.de 26% for amazon.de 25% for zalando.de
- They stopped ranking for their own content
- Jeff Whelpley Angular U conference, June 22-25, 2015, Hyatt Regency, San Francisco Airport “Angular 2 Server Rendering” ele.ph/angularU
- Google simply didn’t want to crawl JS.
- https://groups.google.com/forum/#!topic/js-sites-wg/o96vcANs7Yo I shared my concerns with John Mueller
- Tutaj moze jakas wizualka malego druczku ?
- It seems that Googlebot often “didn’t feel like” crawling my JavaScript links…
- Googlebot always “felt like” crawling my HTML links…
- It became clear to me that Googlebot isn’t excited about JavaScript links. Można tutaj zarzucić dobre foto lub dojebać ze nie ma miedzy nimi “Chemistry” Moze ta fota jak babka wyrzuca JS a ma HTML w chmurce nad glowa http://cdn2.hercampus.com/styles/full_width_embed/s3/2014/10/14/breakup.png babke mozna podmienic na googlebota, ewentualnie pokazac BOTA jak fantazjuje o HTMLu, a gruby JS lezy na lozku obok :D
- HTML vs. JavaScript (plain) HTML – 6 pages crawled within few hours – 100% indexation. JS – only 2 out of 6 pages crawled until today (2nd page crawled after a few weeks) 33% indexation
- 1. Our research + our client’s case studies show that JavaScript can kill crawler budget, Read more: ele.ph/budget 2. … this topic was also mentioned by John Mueller couple of days ago. „(…) Also, crawling & indexing is currently a bit slower than static HTML (...) Source: ele.ph/crawldemand
- “I gathered a lot of evidence showing that JavaScript pages aren’t crawled even half as effective as HTML based pages. “ Bartosz Góralewicz “I think if you actually look at why, and fix the underlying JavaScript errors... you won't see any practical difference. HTML is very forgiving, JS less so. JavaScript is not bad for SEO, if done right.” Ilya Grigorik
- Wave 1 Wave 2 HTML content JS dependent content only Canonicals Meta data HTTP Codes
- After a while they fix.. A desktop version.
- HTML vs. JavaScript (plain) HTML – 6 pages crawled within few hours – 100% indexation. JS – only 2 out of 6 pages crawled until today (2nd page crawled after a few weeks) 33% indexation
- Some players quickly adapted and started using the latest web technology to fuel aggressive growth.
- Track your content indexing (not only URLs) Monitor changes in Google’s performance
- If you want to join me and see the next steps and adventure, follow me @ Twitter: @bart_Goralewicz or simply say hi at Bartosz@Goralewicz.com