Advanced Technical SEO - Index Bloat & Discovery: from Facets to Javascript Frameworks - SMX Munich 2016

1. The Latest in Advanced Technical SEO Index Bloat & Discovery: from Facets to Frameworks

2. Hi! Good Afternoon. Ari Nahmani CEO / Founder Kahena Digital Marketing ari@kahenadigital.com

3. TeamClients

4. index bloat

5. index bloat

6. crawl budget

7. web-tech > googlebot

8. discoverability

9. Today’s Session • Technical SEO issues around e-commerce / large site architecture • Preventing index bloat & preserving crawl budget as a core methodology • Current solutions & upcoming threats (JS, AJAX, new frameworks, pre-rendering)

10. Index Bloat Prevention

11. Index Bloat Prevention A bloated index = if indexed URLS > “unique pages”

12. Index Bloat Prevention On an ecommerce site: A bloated index = if indexed URLS > sum(CAT+PDP+Static)

13. Index Bloat Prevention On a ‘content’ site: A bloated index = if indexed URLS > sum(Articles+Static)

14. cannibalization

15. Index Bloat Prevention: Cannibalization

16. Index Bloat Prevention: Sorts & Facets

17. Index Bloat Prevention: Sorts & Filters http://www.site.com/guys/tees/?pref n1=bvAverageRating&prefn2=col orGroup&prefv3=LG&srule=sortin gNewArrival&prefv1=4&prefv2=RE D&prefn3=size

18. Index Bloat Prevention: Sorts & Filters <link rel="canonical" href=”http://www.site.com/guys/tees/" /> • Basic Solution: Strip out the unnecessary parameters

19. Solution: Filtering Out All Facet Params • PROS: – Avoids diluted / dupe URLs (request, not directive) • CONS: – If you want/need specific parameters indexed and exposed (size, color), need properly coded canonical tag logic, recipe for major leak and confusion. – Considerations w/ pagination & view-all page

20. Crawl Budget: Facet Parameter URLs

21. Crawl Budget: Facet Parameter URLs

22. JS / AJAX Indexation

23. Index Bloat VS Discovery: JS + AJAX

24. Index Bloat Prevention: JS + AJAX AJAX Refinement V1 = NO URL CHANGE

25. Index Bloat Prevention: JS + AJAX AJAX Refinement V1 - NO URL CHANGE, but inactive, different href= URL exists

26. AJAX Facet Refinements V1 (NO URL CHANGE) • PROS: – Theoretically no parameters exposed to bloat the index • CONS: – Users can’t share refined / filtered content to friends, no accurate bookmarking. (Terrible UX) – Googlebot will still crawl hidden href=' or other JS framework links like Angular: ng-href= (check canonical logic!!)

27. Index Bloat Prevention: JS + AJAX AJAX Refinement V2 = html 5 history.pushState()

28. Index Bloat Prevention: JS + AJAX html 5 history.pushState() http://www.site.com/guys/tees/?color=green&size=large

29. Consistent URL Signals - Navigation Ideal consistency: Navigation URLs = Pushstate() URLs = Canonical URLs = XML Sitemap URLs =

30. Consistent URL Signals - Navigation Ideal consistency: Navigation URLs = Pushstate() URLs ≠ Canonical URLs = XML Sitemap URLs =

31. Index Bloat Prevention: JS + AJAX Google preferred pushstate URL version, we had to reinforce (via normal inline href=‘’, canonical, xml sitemap)

32. AJAX Facet Refinements V2 (PushState URL Change) • PROS: – Users can now share /bookmark the correct content – Added to browser history • CONS: – Still need to have consistent canonical structure due to Googlebot crawling pushstate() – Different hidden URL structure via AJAX facets may require further unpredictable canonicalization logic / further dev work

33. Indexing AJAX & JS Frameworks

34. Indexing AJAX & JS Frameworks

35. Indexing AJAX & JS Frameworks What method exists that we know still works?

36. Indexing AJAX & JS Frameworks HTML SNAPSHOT

37. <head> <meta name="fragment" content="!"> Google / Bing crawls with: _escaped_fragment_= Indexing AJAX & JS: HTML Snapshot

38. Indexing AJAX & JS: HTML Snapshot

39. Indexing AJAX & JS: HTML Snapshot

40. Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Server side (phantomJS / headless browser) Pre-Rendered (to bots)

41. Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre-Rendered (to bots) Server side (phantomJS / headless browser)

42. Indexing AJAX & JS: HTML Snapshot • Upon crawl of URL with _escaped_fragment_=, serve ’dumbed down’ HTML version of page. • Not pre-rendered, rather simplified. • For example, on ecommerce à a view-all category listing with no dynamic facets. Amazing results from our clients.

43. Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre or Realtime Rendered (to users & bots) Pre-Rendered (to bots) Server side (phantomJS / headless browser)

44. Indexing AJAX & JS: Pre-rendering Upon crawl of URL with _escaped_fragment_= 1. prerender.io – middleware via reverse proxy that serves a pre-rendered, cached HTML page to bots OR 2. Server side – the server pre-rendered the JS in cached html pages to serve to bots or does it in real-time (headless browser).

45. Indexing AJAX & JS: Prerender.io

46. Indexing AJAX & JS: Prerender.io

47. Indexing AJAX & JS: BromBone

48. Indexing AJAX & JS: Server Prerender

49. Server side (phantomJS / headless browser) Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre-Rendered (to bots)

50. Indexing AJAX & JS: Server Side bit.ly/javascriptseo

51. Indexing AJAX & JS: Server Side bit.ly/javascriptseobit.ly/javascriptseo

52. Indexing AJAX & JS: Server Side bit.ly/javascriptseobit.ly/javascriptseo

53. Server side (phantomJS / headless browser) Pre or Realtime Rendered (to users & bots) Indexing AJAX & JS: How To Decide? HTML SNAPSHOT _escaped_fragment_= Trust Googlebot VALIDATE! Progressive Enhancement ‘Dumbed down’ HTML Template 3rd Party Service (prerender.io) Pre-Rendered (to bots)

54. Indexing AJAX & JS: Trust Googlebot read these first…

55. Testing JS Indexation: Jscrawlability.com

56. Validation & Testing: Discovery vs Bloat

57. Testing: Fetch & Render JS / AJAX

58. Testing: Slice and Dice the Index Advanced Site Operators site:yoursite.com –inurl:cat.jsp -inurl:prod.jsp –inurl:store.jsp

59. Testing: Slice and Dice the Index Advanced Site Operators site:yoursite.com inurl:size inurl:cat.jsp -inurl:cid

60. Testing: Slice and Dice the Index Advanced Site Operators site:yoursite.com inurl:pdp intext:”write a review”

61. Testing: Automate Bloat + Discovery Check

62. Testing: Automate Bloat + Discovery Check

63. Testing: Search Analytics for Bloat / Discovery

64. Testing: Go To The Source: Server Logs!

65. Summing It Up • Index Bloat, Crawl Budget, & Testing: Large sites are prone to serious index bloat and wasted crawl budget. Needs diligent testing and an OCD-like attention to detail with the basics. Test often & automate! • JS/AJAX: Pushstate(), JS Frameworks and AJAX present both discovery and bloat challenges. Know the options: short term fixes like HTML snapshot (G+B), and long term re-designs with modern frameworks w/ built in server side rendering.

66. Dankeschön! Questions? Ari Nahmani CEO / Founder Kahena Digital Marketing ari@kahenadigital.com @AriNahmani

67. References: • Can You Now Trust Google To Crawl Ajax Sites? • Search Engine Optimization Best Practices for AJAX URLs | Webmaster Blog • We Tested How Googlebot Crawls Javascript And Here's What We Learned • Prerender - AngularJS SEO, BackboneJS SEO, or EmberJS SEO • SMX Munich Advanced Technical SEO Brainstorm - Google Docs • www.simoahava.com/seo/dynamically-added-meta-data-indexed-google-crawlers/ • Speakers | Search Marketing Expo – SMX Munich • JavaScript + SEO: Better Together — Medium • SEO AJAX Crawlability in a Responsive Publisher World • SEO Strategies for JavaScript-Heavy Single Page Applications or AJAX Sites | Search Engine Watch • The Basics of JavaScript Framework SEO in AngularJS - Builtvisible • Can Search Engines Crawl Javascript? • https://www.w3.org/wiki/Graceful_degradation_versus_progressive_enhancement#Graceful_degradatio n_and_progressive_enhancement_in_a_nutshell • SEO and JS: New Challenges • BromBone | SEO for your AngularJS, EmberJS, or BackboneJS website. • DIY AngularJS SEO with PhantomJS (the easy way!) | Lawsonry • https://scotch.io/tutorials/angularjs-seo-with-prerender-io

68. Image Credits: fat-american-1.jpg (1280×955) bigbrands1.jpg (570×383) consistencydemotivator_large.jpeg (480×338) 04-godfather-keep-friend.jpg (518×300) 4da1a1a23dba011a7ba6918986a6b818302b949ae694b27d559cf8e733 08bf7b.jpg (604×392) the-17-craziest-cannibal-attacks-in-history-u2.jpg (520×272) taxonomy-types-800x450.png (800×450) wireframes-homecat.png (1000×460) Check-yoself.jpg (800×1025) Dangerous-Curve-Ahead-Sign-K-6513.gif (400×400) crawlerserver2.png (884×445) beach.png (1196×838)

Advanced Technical SEO - Index Bloat & Discovery: from Facets to Javascript Frameworks - SMX Munich 2016

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