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Optimizing Dynamic Websites for SEO by Ken Colborn

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Optimizing Dynamic

Websites for SEO by Ken Colborn

About Portent

Ian Lurie started Portent in 1995, back when the entire internet fit on a small thumb drive. The goal then and now: Help companies grow and improve

communications through great marketing.

The definition of “Portent” is the forecast of

something big on the horizon. We approach search, social, analytics and content with that in

mind – what’s coming next.

We temper that with long-time knowledge of basic

marketing disciplines that never change: Human behavior, copywriting, creative thinking and great

execution. Then, we combine the two to create truly future-proof marketing.

We appreciate the chance to tell you our story and to hear yours.

Greetings from the #smithtower

Ahead of The Horizon

7+ Years of SEO 16+ Working on Websites Loves all things Analytics Rides a Unicycle

Ken Colborn

(illustration by @flashmurphy)

SEO Team Lead at Portent @kejaco

Optimizing Dynamic Websites for SEO

Optimizing Dynamic Websites for SEO

Why?

What is a Dynamic Website?

Initial Page Load

The HTML of the page is loaded into the browser

What is a Dynamic Website?

Initial Page Load

JavaScript loads additional content onto the page

What is a Dynamic Website?

There are a variety of JavaScript frameworks that you can use

What can you do with it?

Dynamic Content

Only 69 Lines of Code No content in the source code

Infinite Scrolling

Only the first 24 pins are in the source code

Single Page Application (SPA)

Updates the page without a refresh

How do robots view your site?

But…..can’t Google read JavaScript now?

Yes, but it still has problems

Don’t forget

Bing

& Yahoo

Don’t forget

Bing

& Yahoo

Bing doesn’t do as well with dynamic content

Don’t forget

Bing

& Yahoo

You really don’t want to lose

25% of your traffic

Here’s an example

After removing AJAX from product pages

+13% Google traffic

After removing AJAX from product pages

+106% Bing traffic

After removing AJAX from product pages

+72% Yahoo traffic

What’s the problem?

What the search engines see

Don’t match what we see

The main content is gone

Also, the navigation is missing

Web Apps Require Input Search engines can’t get to the content on their own

Web Apps Require Input Search engines can’t get to the content on their own

“What do I do with this?” - The Search Engine

There is no way a search engine would be able to do that

Not so good for navigation

Not so good for navigation

Often has problems finding all the pages

Not so good for navigation

Often has problems finding all the pages

Some pages are not indexed or rankings fall

Not so good for navigation

Even if these pages are not dynamic

Often has problems finding all the pages

Some pages are not indexed or rankings fall

What happened to my rankings?

Where did our customers go?

It’s not that bad

It’s not that bad

We can fix this

What can you do?

Follow the best practices

Make sure no files are blocked

Use Fetch as Google

Make sure no files are blocked

Tells you what is blocked

Make sure no files are blocked

Use HTML Snapshots It’s a best practice (for now)

Use HTML Snapshots There are services that make the snapshots for you

Makes it simple

Create browsable pathways

Create browsable pathways

Create browsable pathways

Create browsable pathways

Create browsable pathways

What about the not-so-popular cities?

Create XML Sitemaps

Help search engines find all the pages

Create XML Sitemaps

Help search engines find all the pages

This is NOT a replacement for internal linking

Use dynamic functionality sparingly

Does your

page title and meta description REALLY need to be loaded dynamically?

DON’T

Use it as a Band-Aid

Go Slow

Test, Test, Test

The End Questions?

@kejaco

[email protected]