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Rendering SEO (explained by Google's Martin Splitt)

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Rendering SEO (explained by Google's Martin Splitt)

  1. 1. @bart_goralewicz Bartosz Góralewicz @bart_goralewicz Rendering SEO How Google Digests Your Content Martin Splitt @g33konaut www.onely.com Jason Barnard @jasonmbarnard
  2. 2. @bart_goralewicz Rendering - a search engine's perspective
  3. 3. @bart_goralewicz
  4. 4. @bart_goralewicz Pre-layout times <!DOCTYPE html><html lang="en"><head><meta charset="utf-8"><meta http-equiv="X-UA- Compatible" content="IE=edge"><meta name="viewport" content="width=device-width, initial- scale=1"/> <script>ss_u = false; ss_g_var = 'no'; if (document.cookie.indexOf("scroll0=") > -1 && window.location.href.indexOf('no_scroll') === -1 ) { ss_u = true; ss_g_var = 'yes'; }</script> <link rel="preconnect" href="https://c.amazon-adsystem.com" /><link rel="preconnect" href="https://aax.amazon-adsystem.com" /><link rel="preconnect" href="https://adserver- us.adtech.advertising.com" /><link rel="preconnect" href="https://as-sec.casalemedia.com" /><link rel="preconnect" href="https://ib.adnxs.com" /><link rel="preconnect" href="https://ap.lijit.com" /><link rel="preconnect" href="https://vap2sfo1.lijit.com" /><link rel="preconnect" href="https://g2.gumgum.com" /><link rel="preconnect" href="https://tag.1rx.io" /><link rel="preconnect" href="https://btlr.sharethrough.com" /><link rel="preconnect" href="https://dmx.districtm.io" /><link rel="preconnect" href="https://apex.go.sonobi.com" /><link rel="preconnect" href="https://hb.emxdgt.com" /><link rel="preconnect" href="https://biddr.brealtime.com" /><link rel="preconnect" href="https://web.hb.ad.cpe.dotomi.com" /><link rel="preconnect" href="https://s3.amazonaws.com" /><link rel="preconnect" href="https://a.teads.tv" /><link rel="preconnect" href="https://c.aaxads.com" /><link rel="preconnect" href="https://s.aaxads.com" /><link rel="preconnect" href="https://related.searchenginejournal.com" /><link rel="preconnect" href="https://cpm.webtradingspot.com" /><link rel="preconnect" href="https://cdn.jsdelivr.net" /><link rel="preconnect" href="https://adservice.google.com" /><link rel="preconnect" href="https://tpc.googlesyndication.com" /><link rel="preconnect" href="https://www.googletagservices.com" /><link rel="preconnect" href="https://pagead2.googlesyndication.com" /><link rel="preconnect" href="https://pubads.g.doubleclick.net" /><link rel="preconnect" href="https://www.google.com" /><link rel="preconnect" href="https://googleads4.g.doubleclick.net" /><link rel="preconnect" href="https://cdn.adnxs.com" /><link rel="preconnect" href="https://www.google-analytics.com" /><link rel="preconnect" href="https://www.googletagservices.com" /><link rel="preconnect" href="https://connect.facebook.net" /><link rel="dns-prefetch" href="https://platform.twitter.com" /><link rel="dns-prefetch" href="https://www.youtube.com" /><link rel="preconnect" href="https://cdn.searchenginejournal.com" /> <script>width_param = 'large'; if( window.innerWidth < 1024 ){ width_param = 'small'; Before 2011 rendering After 2011 GooglePanda Contentqualityupdates
  5. 5. @bart_goralewicz Layout vs. Rendering newfindings
  6. 6. A lot of focus on… layout. @bart_goralewicz Source: BOR patents (2012 -2018)
  7. 7. @bart_goralewicz textappearingabove-the-fold(e.g.,visiblewithoutscrolling) maybeconsideredmoreimportantthantextbelow-the-line.” Contentlocation matters source: Batch-optimized render and fetch architecture (patent US20180276220A1) „
  8. 8. @bart_goralewicz Patent on Scheduling resource crawls (filed in 2011) Theimportanceofthesectionisbasedon(...) prominenceofthesectionwithinthe rendered layout. Source: Scheduling resource crawls (US20130144858A1) ads ads „
  9. 9. @bart_goralewicz
  10. 10. @bart_goralewicz
  11. 11. @bart_goralewicz Google limits CPU consumption source: Google Webmaster Conference Product Summit, Mountain View, CA http://services.google.com/fh/files/events/wmconf_product_summit_slides_publish.pdf
  12. 12. @bart_goralewicz Why layout & rendering matters?
  13. 13. @bart_goralewicz 4 shades of your website* Mobile Desktop with JavaScript without JavaScript with JavaScript without JavaScript
  14. 14. Can Rendering SEO help me rank better? …

Notas do Editor

  • My name is Bartosz Góralewicz and I run Onely agency. At Onely we help our clients with technical SEO and web performance, but over the last few years, we are seeing a trenendous potential with diagnosing, solving and fixing both rendering and indexing issues. Let’s start with indexing.

    Oh and one more thing ... there is a lot to digest today but don’t worry about missing some of the info, sources or links. I’ll include the link to this deck on the last slide. Sit back and enjoy 
  • The rendering story begins in 2011 when Google becomes interested in … layout.
  • The story begins in 2011 when Google becomes interested in … layout. This begins Google’s focus on content quality.

    Do you remember when black hat SEOs used black font on a black background to stuff keywords?
    LAYOUT KILLED IT
  • With JavaScript SEO as we know it, this is where we would finish.

    Turns out that… this is just the beginning. ENTER RENDERING SEO

  • When working with large websites, it is crucial to have a very good understanding of how Google’s WRS is seeing links. Link location (of if its visible to Google at all) can and WILL affect your crawling budget, importance of outgoing links etc.

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