AJAX in a responsive publishing world CRAWLABILITY

google.me/+EricWu @eywu linkedin.com/in/ericywu github.com/eywu

No content

AJAX is like violence if it doesn't solve your problems, you’re not using enough of it.

16ms 10kb 100ms SPEED, PERFORMANCE, HUMAN PERCEPTION

No content

PAGES CRAWLED PER DAY 80% INCREASE 20,000 80,000 May 2013 – Aug 2013

80% INCREASE ORGANIC SEARCH SESSIONS 600,000 1,200,000 May 2013 – Aug 2013

Mar 2004: “Googlebot/Test” External JS Mar 2006: Googlebot Uses Onsite Live Chat June 2010: Caffeine (Full Rollout) Nov 2010: Instant Preview May 2014: GWT Fetch & Render May 2012: Matt PSA. Don’t Block JS & CSS Oct 2009: AJAX Crawlability _escaped_fragment_ Nov 2007: Spider’s View on Web 2.0 May 2013: Matt Video. Googlebot & AJAX

SCROLL

http://googlewebmastercentral.blogspot.com/2014/02/infinite-scroll-search-friendly.html THINK BASIC PAGINATION NAVIGATE / PAGINATE

NAVIGATE / PAGINATE Load More LOAD MORE LINK

NAVIGATE / PAGINATE Load More LOAD MORE LINK

NAVIGATE / PAGINATE REL=NEXT / PREV

POINTER URLS* example.com/?last-post=42 example.com/?time=1401424133

CONTINUOUS CONTENT

PUSHSTATE OR SHEBANG #! http://caniuse.com/#search=history history.pushState( {}, titleOfPage, newURL ); history.replaceState();

AJAX GALLERIES

CONTINUOUS CONTENT 1.  PUSHSTATE 2.  VIEW-SOURCE NEXT SLIDE LINKS 3.  REL=NEXT/ PREV

DEFERED IMAGE LOADING I WISH CRAWLERS SUPPORTED REL=CANONICAL HTTP HEADERS FOR IMAGES

80% DECREASE IMAGE SEARCH SESSIONS 400,000 800,000 Nov 2012 – Mar 2013

LAZY LOADING •  1x1 “BLANKS” •  SKELETON SCREENS •  LOW RESOLUTION Z Z Z

RESPONSIVE IMAGES •  •  SRCSET •  POLYFILL •  UA DETECTION

NOSCRIPT

CRAWLABLE PARTIALS

No content

CRAWLABLE PARTIALS LYRIC SEARCH LINKS TO http://rock.rapgenius.com/1884632/Pharrell-williams- happy/ It-might-seem-crazy-what-im-bout-to-say-sunshine-shes- here-you-can-take-a-break

CRAWLABLE PARTIALS JS ENABLED REDIRECTS http://rock.rapgenius.com/Pharrell-williams- happy-lyrics#note-1884632

CRAWLABLE PARTIALS JS DISABLED RENDERS http://rock.rapgenius.com/1884632/Pharrell-williams- happy/It-might-seem-crazy-what-im-bout-to-say-sunshine- shes-here-you-can-take-a-break

4X PAGES CRAWLED PER DAY QUADRUPALED 75,000 300,000 May 2013 – Aug 2013

+1 MILLION ORGANIC SEARCH SESSIONS 2,000,000 4,000,000 May 2013 – Aug 2013

Technical SEO Community HelpDeskHangouts.com SearchSignals.com bit.ly/ajax-crawlability

APPENDIX

ARCHITECTURE PRERENDER SERVERSIDE VS

PRERENDER

PRERENDER

PRERENDER SEO.js CONS PROS • SINGLE VIEW TEMPLATE • SINGLE ROUTING • REVERSE PROXY CACHING • _ESCAPED_FRAGMENT_ • INTERPOLATED SOURCE

SERVER SIDE

SERVER SIDE

SERVER SIDE

SERVER SIDE

SERVER SIDE

SERVER SIDE

SERVER SIDE RENDER CONS PROS • CLEAN URLS* • ALL REQUESTS ARE EQUAL • TRUE DYNAMIC RESPONSE • 2 ROUTERS • 2 VIEW TEMPLATES*

Quote conflated from my favorite ruby XML parser » http://nokogiri.org/ Speed, Performance, and Human Perception » https://www.youtube.com/watch?v=7ubJzEi3HuA SERoundtable Timeline Links » http://www.seroundtable.com/google-javascript-webmaster-tools-18602.html Googlebot/Test External JS » http://www.seroundtable.com/archives/000236.html Googlebot Uses Onsite Live Chat » http://www.seroundtable.com/archives/003492.html Spider’s View on Web 2.0 » http://googlewebmastercentral.blogspot.com/2007/11/spiders-view-of-web-20.html AJAX Crawlability Proposal » http://googlewebmastercentral.blogspot.com/2009/10/proposal-for-making-ajax-crawlable.html Caffine Rollout » http://googlewebmastercentral.blogspot.com/2010/06/our-new-search-index-caffeine.html Instant Previews » http://googleblog.blogspot.com/2010/11/beyond-instant-results-instant-previews.html http://googlewebmastercentral.blogspot.com/2010/11/instant-previews.html http://googlewebmastercentral.blogspot.com/2011/11/get-post-and-safely-surfacing-more-of.html https://sites.google.com/site/webmasterhelpforum/en/faq-instant-previews Matt Cutts PSA: Don’t Block JS & CSS » http://www.seroundtable.com/googlebot-javascript-css-14930.html Matt Video: How Does Googlebot handle content loaded via AJAX? » https://www.youtube.com/watch?v=_6mtiwQ3nvw REFERENCES

GWT Fetch & Render » http://googlewebmastercentral.blogspot.com/2014/05/rendering-pages-with-fetch-as-google.html Google Blog: Infinite Scroll Recommendations & Example » http://googlewebmastercentral.blogspot.com/2014/02/infinite-scroll-search-friendly.html LA Times Reimagined by Code and Theory » http://www.codeandtheory.com/things-we-make/the-los-angeles-times-reimagined Google Blog: Specify your canonical » http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html Google Blog: Pagination with rel=“next” and rel=“prev” » http://googlewebmastercentral.blogspot.com/2011/09/pagination-with-relnext-and-relprev.html Google Blog: Video about Pagination » http://googlewebmastercentral.blogspot.com/2012/03/video-about-pagination-with-relnext- and.html One Page Wonder: Coverage on QZ » http://www.foliomag.com/2013/one-page-wonder-infinite-scroll The Next Web Redesign Coverage » http://www.niemanlab.org/2012/10/the-next-web-redesigns-to-be-more-app-like/ The Next Web Press Release » http://thenextweb.pr.co/ 010a893a11df2bb61d981b2b0607c1b6784a5ab07b5ab100790b2bb3168a35f8 REFERENCES

USA Today Redesign » http://blog.f-i.com/usatoday-com-redesigning-one-of-americas-most-popular-news-site/ http://designenvy.aiga.org/usa-today-website-redesign-fantasy-interactive/ http://www.businessinsider.com/usa-todays-homepage-redesigns-2012-9 Gawker 1 Year Later Success » http://thenextweb.com/insider/2012/02/02/remember-that-gawker-redesign-a-years-worth-of- data-says-it-worked/ http://www.businessinsider.com/nick-denton-loses-bet-that-the-gawker-redesign-wouldnt-hurt- traffic-2011-10 http://www.businessinsider.com/gawker-media-traffic-numbers-2011-4 Gawker Failed Coverage » http://www.catchmyfame.com/2013/05/02/how-gawker-sabotaged-their-own-network-with-a- horrible-new-layout/ http://www.theatlantic.com/technology/archive/2011/04/gawkers-traffic-numbers-are-worse-than- anyone-anticipated/237594/ http://www.webmonkey.com/2011/02/gawker-learns-the-hard-way-why-hash-bang-urls-are-evil/ Paul Irish to Matt Cutts Video » https://www.youtube.com/watch?v=yiAF9VdvRPw Google Developer Documentation on AJAX Crawlability » https://developers.google.com/webmasters/ajax-crawling/ Browser Compatibility Chart » http://caniuse.com/#search=history Breaking The Web With Hash Bangs » http://isolani.co.uk/blog/javascript/BreakingTheWebWithHashBangs REFERENCES

Vox Cards: Legalization of Marijuana » http://www.vox.com/cards/marijuana-legalization/learn-more-about-marijuana-legalization Bing’s Duane Forrester says still no rel=canonical in http headers » https://twitter.com/DuaneForrester/status/459387860358295552 Google Blog: A Faster Image Search » http://googlewebmastercentral.blogspot.com/2013/01/faster-image-search.html Google Says It’s Better for Webmasters » http://www.seroundtable.com/google-image-search-design-16259.html Ilya Grigork discussion around injection » https://plus.google.com/+IlyaGrigorik/posts/S6j45VxNESB Vox Workflow for Creating SVG Images » http://product.voxmedia.com/2013/11/25/5426880/polygon-feature-design-svg-animations-for-fun- and-profit One Solution to Responsive Images » http://www.smashingmagazine.com/2014/02/03/one-solution-to-responsive-images/ Truly Responsive Images » http://davidwalsh.name/responsive-design AngularJS NYC Meetup: Server-side Template Rendering by HBO » http://youtu.be/iB7hfvqyZpg?t=58m20s REFERENCES

Vox Cards: Legalization of Marijuana » http://www.vox.com/cards/marijuana-legalization/learn-more-about-marijuana-legalization Bing’s Duane Forrester says still no rel=canonical in http headers » https://twitter.com/DuaneForrester/status/459387860358295552 Google Blog: A Faster Image Search » http://googlewebmastercentral.blogspot.com/2013/01/faster-image-search.html Google Says It’s Better for Webmasters » http://www.seroundtable.com/google-image-search-design-16259.html Ilya Grigork discussion around injection » https://plus.google.com/+IlyaGrigorik/posts/S6j45VxNESB Vox Workflow for Creating SVG Images » http://product.voxmedia.com/2013/11/25/5426880/polygon-feature-design-svg-animations-for-fun- and-profit One Solution to Responsive Images » http://www.smashingmagazine.com/2014/02/03/one-solution-to-responsive-images/ Truly Responsive Images » http://davidwalsh.name/responsive-design Serious Angular SEO » http://www.ng-newsletter.com/posts/serious-angular-seo.html AngularJS NYC Meetup: Server-side Template Rendering by HBO » http://youtu.be/iB7hfvqyZpg?t=58m20s REFERENCES

Josh Kadis Quartz on VIP Wordpress Video » http://vip.wordpress.com/2013/09/26/josh-kadis-qz-wordpress/ https://docs.google.com/file/d/0B2Z4K6ynFLg5TVdvWVV1aTRmYUU/edit?pli=1 AirBNB: Our First Node.js App » http://nerds.airbnb.com/weve-launched-our-first-nodejs-app-to-product/ AirBNB: Rendr (Backbone in the Browser and Node) » http://nerds.airbnb.com/weve-open-sourced-rendr-run-your-backbonejs-a/ StackOverflow: PushState, Backbone, and Node » http://stackoverflow.com/questions/7098130/reusing-backbone-views-routes-on-the-server-when- using-backbone-js-pushstate-for Google: How do I create an HTML Snapshot (HIJAX) » https://developers.google.com/webmasters/ajax-crawling/docs/html-snapshot REFERENCES