9. 33 versions &
4 years behind!
CURRENT VERSION OF CHROME IS 74
41
73
74
75
Jan 2015
Mar 2019
Mar 2019
June 2019
10. NEW FEATURES
New functionality, including ‘modern’ Javascript features.
57 - CSS Grid layout
57 - WebAssembly
61 - Native support for JavaScript modules
11. BUT JS IS STILL PROBLEMATIC
Tests we’ve run continue to show removing JS
reliance improves search performance.
21. TLS DEPRECATION
72 - Deprecation of TLS 1.0 and TLS 1.1
80 - Will remove support entirely
22. TLS DEPRECATION
In ~6 months sites only using old TLS
may be inaccessible to Googlebot!
72 - Deprecation of TLS 1.0 and TLS 1.1
80 - Will remove support entirely
Due early 2020
25. EXAMPLE SITES THAT MAY BECOME PARTIALLY UNCRAWLABLE
• kaushik.net (Googler!)
• kpmg.com
• wolfram.com
• britishmuseum.org
• legislation.gov.uk
~5% of sites.
38. It sets a cookie for the Google domain:
googleusercontent.com
I visit the Google domain:
www.google.com
QUESTION 1.
39. It sets a cookie for the Google domain:
googleusercontent.com
Left Hand: Third party cookies
I visit the Google domain:
www.google.com
Right Hand: First party cookies
Are these:
QUESTION 1.
40. Can a Cookie with the httpOnly
setting can be sent over HTTPS?
QUESTION 2.
Left Hand: Yes
Right Hand: No
41. QUESTION 3.
I put this Javascript on to distilled.net:
Can the script create third party cookies?
Left Hand: Yes
Right Hand: No
51. AN HTTP COOKIE (1ST PARTY)
An HTTP response can bring a Cookie with it.
1st Party: From the same server as the current web page.
Set Cookie
www.distilled.net
www.distilled.net
53. A JAVASCRIPT COOKIE (1ST PARTY)
A truck may bring Javascript, which like a recipe,
lets the browser ‘bake’ its own Cookies.
Javascript
www.distilled.net
www.distilled.net
78. ADBLOCKERS
Some Adblockers also block
Tracking & Analytics cookies by default.
Others allow it in settings.
Privacy
Badger
uBlock
Origin
Ad
Muncher
80. COME 2020…
1ST PARTY
3RD PARTY
HTTP(S)
7 DAYS &
TRACKERS
BLOCKED
OK
OK
OK
TRACKERS
BLOCKED
LIMITED
LIMITED
TRACKERS
BLOCKED
7 DAYS &
1 DAY FOR
TRACKERS
JS
81. JS
COME 2020…
1ST PARTY
3RD PARTY
HTTP(S)
7 DAYS &
TRACKERS
BLOCKED
OK
OK
OK
TRACKERS
BLOCKED
LIMITED
LIMITED
TRACKERS
BLOCKED
7 DAYS &
1 DAY FOR
TRACKERS ANALYTICS
🤕 (15-40% OF
TRAFFIC IMPACTED)
82. JS
COME 2020…
1ST PARTY
3RD PARTY
HTTP(S)
7 DAYS &
TRACKERS
BLOCKED
OK
OK
OK
TRACKERS
BLOCKED
LIMITED
LIMITED
TRACKERS
BLOCKED
7 DAYS &
1 DAY FOR
TRACKERS ANALYTICS
RETARGETING
& CROSS-SITE TRACKERS
☠
🤕 (15-40% OF
TRAFFIC IMPACTED)
90. ATTRIBUTION TO DIRECT
338
698
90 Days
7 Days
The impact of a 7 day cookie over a 90 day cookie.
More than double the conversions are attributed to direct.
91. PERCEIVED CHANGE IN TRAFFIC SOURCE
90 Days
7 Days
Attribution moves from Organic to Direct
DirectOrganic
92. MEASURE IMPACT ON YOUR SITES
Using GA’s “Model Comparison Tool”
you can measure the impact.
1 2
3
4
108. HTTPS ALSO CONFIRMS THE WEBSITE’S IDENTITY
When you connect to an HTTPS site,
it has proved it is who it says it is.
distilled.net
109. The AMP response is
sent directly from
Google.
Google previously
fetched the page from
you, then cached it.
WITH AMP PAGES, GOOGLE SERVES YOUR PAGE
114. Google requests a
‘Signed Exchange’
page from the server
SIGNED EXCHANGES (WITH TRUCKS…)
SXG
Not in response
to a user.
115. Google can now forward the
truck, which looks like it
came from original server.
No communication
with the server
LATER, GOOGLE CAN FORWARD THAT TRUCK ON
SXG
121. PORTALS
✓ Increase the ‘appification’ of the web. Combined with
PWAs for ‘native’ feel.
✓ May allow Google heightened ability to serve AMP in
a ‘integrated’ fashion (combined with Signed Exchanges?)
✓ May be a new form of ‘link’, as they are a navigational
element. Will they pass PageRank?
128. EVERGREEN
GOOGLEBOT
COOKIE
CHANGES
CONTENT
DELIVERY
Not a big change First party or third party
HTTP or JS
Google is doubling
down on AMP
OBSERVATIONS
User-Agent not yet
updated, but will be.
Tracking Prevention is
impacting your analytics
Portals will dramatically
change how users see
your content
130. EVERGREEN
GOOGLEBOT
COOKIE
CHANGES
Continue supporting devs
with Javascript usage
Audit cross-site trackers,
& disable the ineffective
ACTIONS
Check your TLS versions Cross-reference with GSC
Check for hardcoded
User Agents
Normalise your analytics
reporting for consistency
131. EVERGREEN
GOOGLEBOT
COOKIE
CHANGES
CONTENT
DELIVERY
Continue supporting devs
with Javascript usage
Audit cross-site trackers,
& disable the ineffective
For (evil) AMP lovers, try
out Signed Exchanges
ACTIONS
Check your TLS versions
Check for hardcoded
User Agents
Normalise your analytics
reporting for consistency
Opportunity for
‘link’ building.
Cross-reference with GSC