Considering migrating to Angular? You should consider the SEO consequences.

1. SEO vs Angular
Website Migration
https://www.gokam.co.uk/ June 2018

2. “
Why are we
talking about
this?
2

3. 3
Enjoy this graph of a website migrated to
full JS #SEO
https://twitter.com/operbet/status/1016234468997255169

4. SEO Migration
What's at stake?

5. How does Google
analyze websites?
Crawl & Index

6. Illustration :
HP

7. HP

8. HP

9. HP

10. Steps
10
Listing /
prioritisation
New URLs
Indexation
Words/links extraction
performed by the Web Rendering
Service (included in 'Caffeine')
Crawl/fetch
URLs by Googlebot
03
01 02

11. Limit crawl rates based on several criteria.
Officialised in Jan. 2017 by Google
Crawl budget
11

12. Crawl Budget criteria
12
- Difficulty: Google will crawl more or less assiduously
depending on the server's response times, or even on the
server sending errors rate.
- Need for updating: a static site, not often updated, will not
be crawled often.
- Need for exploration: according to popularity

13. HP

14. HP
Duplicat
content
Empty

15. HP
Deindexed

16. How to make an “SEO”
migration
Crawl & Index

17. Google wants to make sure that
1. same owner
17

18. Make sure of the owner
- No whois change
- No domain name change
- No topic change
18

19. Make sure of the owner
- No whois change
- No domain name change
- No topic change
(if possible)
19

20. Google wants to make sure that
1. same owner
2. same content
20

21. “
For Google, there is no
greater irrelevance than
sending users to empty
pages or error pages
21

22. Old New

23. Old New
Ideal: The URLs remain the same

24. Old
New
Redirection 301 "page by page"

25. Google wants to make sure that
1. same owner
2. same content
3. popularity is not usurped
25

26. Old

27. New

28. New

29. A migration often means:
29
- In the case of a domain name update, it is essential
to make the minimum change at the same time and
explicitly declare the migration in the search console.

30. Significant increase in crawl rate for a few days.
New website can go down as web cache is not fully
available yet.
A migration often means:
30

31. A migration often means:
If 301's is too high. The site's SEO traffic will be lowered
until Google "understands" the new site
If there are still old' urls on the Web and even worse in
internal navigation, the 301s can stay for a long time.
31

32. What about Angular ?
Crawl & Index

33. “
Google say :
we are generally able to
render and understand your
web pages like modern
browsers
33Source : https://webmasters.googleblog.com/2015/10/deprecating-our-ajax-crawling-scheme.html

34. “
Just because Google is the
one behind Angular, it
doesn't mean that the
framework is the best for
SEO."
34

35. “
35Source : https://webmasters.googleblog.com/2015/10/deprecating-our-ajax-crawling-scheme.html
Google : “we recommend
following the principles of
progressive enhancement.”

36. What are the options?

37. No architecture modifications
Optimize
client side rendering
37
option n°1

38. Critical part
38
03
01 02
⚠
Listing /
prioritisation
New URLs
Indexation
Words/links extraction
performed by the Web Rendering
Service (included in 'Caffeine')
Crawl/fetch
URLs by Googlebot

39. Requirement : It is absolutely necessary to let
Googlebot access all js/css files
Beware of robots.txt file
Good practices
39
option n°1

40. “5 seconds rule
“There’s no specific timeout value that we
define, mostly because the time needed
for fetching the resources is not
deterministic or comparable to a browser
(due to caching, server load, etc). 5
seconds is a good thing to aim for, I
suspect many sites will find it challenging
to get there though ”
40
option n°1
*Source : John Muller, Webmaster Trends Analyst at Google, 19/05/2017

41. Good practices: ensure links discoverability
- Use Push-state to ensure accounting of user/bots behaviors
- Expose to Google all the links necessary to discover all the
pages
41
option n°1
*Source : https://developers.google.com/search/docs/guides/rendering

42. - The rendering service uses Chrome 41
- Version that is 3 years old
- ES6 javascript partially compatible, no "let" for example
- Cookies, and local and session storage are cleared across page
loads
- Use Google's rendering tools to test:
- Google mobile / Speed test
- Chrome dev tool / audit
- Fetch in the search console
Good practices : test everything
42
option n°1
*Source : https://developers.google.com/search/docs/guides/rendering

43. Good practices
43
Don't forget metadata:
- for Google: title, meta description, canonical tag
- For Facebook og:title, og:description
You should not rely on the XML sitemap to index the pages
option n°1
*Source : https://developers.google.com/search/docs/guides/rendering

44. The indexing/interpretation sentence will require a lot more
resources for Google.
If the list of pages to be processed grows longer for the WRS,
the pages will sometimes be considered empty until the service
does its job.
Indexation will be slower no matter what happens and will go
"less far". "Good SEO is Efficiency"
The limits of the approach
44
option n°1
*Source : https://developers.google.com/search/docs/guides/rendering

45. Flawed & Google only solution
The limits of the approach
45
option n°1
*Source : https://developers.google.com/search/docs/guides/rendering

46. #! & to _escaped_fragment_ format
Google Ajax Crawling Specification
46
option n°2

47. 47*Source : https://developers.google.com/webmasters/ajax-crawling/docs/specification
Officiellement
deprecated since
October 2015
Not a option

48. 48
Equivalence between app URL and backend URL
User browse
/#!key1=value1&key2=valu
e2
Googlebot crawl
/?_escaped_fragment_=ke
y1=value1%26key2=value2
Not a option

49. Popular Hack
Prerender.io
49
option n°3

50. 50
In a few words
It is a service that interprets your
Javascript code in a virtual browser, then
distributes the result as static HTML to
bots indexing.
option n°3

52. “
"Make sure this content is
strictly identical."
Otherwise it's cloaking 💀
52
option n°3
https://support.google.com/webmasters/answer/66355?hl=en&ref_topic=6001971
https://support.google.com/webmasters/answer/66353

53. Prerender.io was still using the syntax
_escaped_fragment_ a short time ago
Today the setting should be the same for all bots.
53
_escaped_fragment_
option n°3

54. 54
- Open source
- Popular
- Multi-framework (Angular/React/Vue.js)
- Quite old, quite well documented solution
- Possibility to install the service yourself or pay via an
online service ($35 per month for 50,000 with a 7-
day cache)
- Makes the crawl very fast / resource efficient
Pro’s
option n°3

55. - Considered a hack
- Complexify architecture (to maintain / monitor)
- Many are looking to replace this solution with
something more "elegant".
55
Con’s
option n°3

56. Sponsored Hack
Rendertron
56
option n°4

57. 57
In a few words
Like prerender, Renderstron is a service
that interprets your Javascript code in a
virtual browser, but it distributes the result
on the fly to Bots
option n°4

58. Rendertron

59. Rendertron

60. Open source
"Dockerized
Supported by the Chrome and Firebase team
Multibots
60
Pro’s
option n°4

61. 61
Con’s
Very recent (1 year)
option n°4

62. server side rendering
Angular Universal
62
option n°5

63. 63
- The idea is to use the SSR to display the
first page of the application. When the user
navigates, we go back to side rendering
client
- Same behavior for users/bots
- The "best of two worlds"
In a few words
option n°5

65. SSR

66. SSR
CSR

67. SSR
CSR

68. The best solution in the best of all worlds
Open source
Most flexible / powerful solution
Easy to test, it is "enough" to deactivate the JS
Speed grain
Google and especially the web quality team seems to
think that this will be the main solution in the future
68
Pro’s
option n°5

69. Most complex solution
Unproven/tested with Angular, interested people turned
to other solutions (Hacks, React/Next, Vue/Nuxt)
Add a lot of constraint on both sides.
Examples :
- Only CommonJS for Node.js' (babel-node/ts-node)
- "Universal is not able to use global objects" (document, window,
localStorage, etc.) but potentially injectable
- "the DOM must only be handled by Angular"
69
Con’s
option n°5

70. Thanks to the SSR, it is possible to make a fast /
ergonomic and SEO friendly application
But this requires substantial resources
Airbnb did so using React but to do so had to become an
active contributor to the project.
70
Airbnb
option n°5

71. ...
Keep the current tech....
71
option n°6

72. 72
Cut things in half
Serve SEO content with
legacy tech
http://www.example.com/
Serve the app using Angular
http://app.example.com/
option n°6

73. The End
Thanks
73https://www.gokam.co.uk/ June 2018

74. 74
Open Source Google
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https://www.gokam.co.uk/ June 2018