DeepCrawl Webinar: Performing SEO on the Edge

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Slides from my Edge SEO Deep Crawl webinar on February 27th 2019; in these slides I looked at what Edge SEO is, why we need it, and the conversations we need to have as Sapiens and organisations to prevent it's misuse.

Marketing

SEO on the Edge
Getting around technical barriers.

Old platforms/servers
being held together with
duct-tape and patch fixes
that were scoped years
ago, and likely no longer fit
for purpose.
New site builds that
haven’t been scoped
correctly and you’re
coming in late to the party.
Congested development
queues/long lead times.
Developers who behave
like gatekeepers and are
just... Unhelpful.
BUDGET £$€

Edge SEO means using a serverless application, known as a Worker, to
modify requests and responses between the client and the server,
without modifying the underlying codebase.
Cloudflare Worker v Service Worker

Things we can
do on the edge.
• 301/302 Redirects
• Hreflang into the <head>
• Modify Robots.txt file (Inc.
Shopify)
• Collect server response codes
(logs)
• Security headers
• ”Tag Manager”
• Rewrite image ALT text
• Prerender JS
• Age verification screens
• GSC verification
• AB testing
• Title tags
• Meta descriptions
• Tracking pixels/codes
• JS overlays
• Page load time tracking

Is it picked up in the
rendered HTML?
Google’s Mobile-Friendly Test (as advised by
John Mueller)
Hreflang appearing within the rendered HTML,
meaning it would be picked up by Google.
Verified by Bing at TechSEO Boost 2018 that they
would be able to render the HTML changes (not
just for Hreflang)

Does it work?
Test markets:
• English (primary)
• French
• Russian
Tested through NordVPN in:
• Google Chrome
• YaBrowser
Google.fr – Query “Dan Taylor SEO”, French homepage ranking
Google.ru – Query “Dan Taylor SEO”, Russian homepage ranking
Yandex.ru – Query “Dan Taylor SEO”, Russian homepageranking

Can it be validated?
Short answer: Yes.
Validated through third-party Hreflang
validation tools:
• Hreflangchecker.com
• Technicalseo.com
• Hreflang.ninja
• Flang.dejanseo.com.au

Pro’s & Con’s
• Workers are written in JavaScript
• Simple API
• One-click deployment/pullback
• Next to zero dev ops
• Cost effective ($5 for 10m req,
50c per add. 1m req)
• Can be verified and monitoring
through existing tools/methods
• Potential to affect and impact all
requests between client and
server
• Potential to add latency and slow
page load times, depending on
implementation (our testing has
shown between 10ms and 50ms
latency)
• Potential to introduce front-end
bugs that are difficult to debug
when it is unclear what is being
modified/injected through
stream transformation

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DeepCrawl Webinar: Performing SEO on the Edge

1. SEO on the Edge Getting around technical barriers.

3. Old platforms/servers being held together with duct-tape and patch fixes that were scoped years ago, and likely no longer fit for purpose. New site builds that haven’t been scoped correctly and you’re coming in late to the party. Congested development queues/long lead times. Developers who behave like gatekeepers and are just... Unhelpful. BUDGET £$€

4. Edge SEO is designed for edge cases.

6. Cloudflare Worker v Service Worker

8. Edge SEO means using a serverless application, known as a Worker, to modify requests and responses between the client and the server, without modifying the underlying codebase. Cloudflare Worker v Service Worker

10. Things we can do on the edge. • 301/302 Redirects • Hreflang into the <head> • Modify Robots.txt file (Inc. Shopify) • Collect server response codes (logs) • Security headers • ”Tag Manager” • Rewrite image ALT text • Prerender JS • Age verification screens • GSC verification • AB testing • Title tags • Meta descriptions • Tracking pixels/codes • JS overlays • Page load time tracking

11.

12.

13.

14. https://youtu.be/N0uJp_JXfOg?t=3914

15.

16.

17. Is it picked up in the rendered HTML? Google’s Mobile-Friendly Test (as advised by John Mueller) Hreflang appearing within the rendered HTML, meaning it would be picked up by Google. Verified by Bing at TechSEO Boost 2018 that they would be able to render the HTML changes (not just for Hreflang)

18. Does it work? Test markets: • English (primary) • French • Russian Tested through NordVPN in: • Google Chrome • YaBrowser Google.fr – Query “Dan Taylor SEO”, French homepage ranking Google.ru – Query “Dan Taylor SEO”, Russian homepage ranking Yandex.ru – Query “Dan Taylor SEO”, Russian homepageranking

19. Can it be validated? Short answer: Yes. Validated through third-party Hreflang validation tools: • Hreflangchecker.com • Technicalseo.com • Hreflang.ninja • Flang.dejanseo.com.au

20.

21. Pro’s & Con’s • Workers are written in JavaScript • Simple API • One-click deployment/pullback • Next to zero dev ops • Cost effective ($5 for 10m req, 50c per add. 1m req) • Can be verified and monitoring through existing tools/methods • Potential to affect and impact all requests between client and server • Potential to add latency and slow page load times, depending on implementation (our testing has shown between 10ms and 50ms latency) • Potential to introduce front-end bugs that are difficult to debug when it is unclear what is being modified/injected through stream transformation

22. Questions?

DeepCrawl Webinar: Performing SEO on the Edge

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