Jim McFadyen

Prepared for Search Engine Strategies - Chicago

Copyright 2006 Critical Mass, Inc. All Rights Reserved Page 1

Search Engine Strategies Chicago ‘06

AJAX and Search: Marrying the Odd CouplePresented by Jim McFadyen


Let There Be AJAX

Buzzword bingo time!

AJAX and Web 2.0 on everyone’s lists

It’s hip and cool, but what does it mean to you?

1. Useful functionality for your website

2. Need to work to fulfill your SEO needs

3. Avoid the pitfalls!


What do I know?


AJAX does not clean floors!

Asynchronous JavaScript And XML

Allows communication between the browser and the server without refreshing the page

Improves user experience through page permanence


Origin of the Species

Based on the JavaScript XMLHttpRequest object

Gains full power from XML and DOM

Uses (X)HTML and CSS for presentation


AJAX is not...

A programming language• It's a convenient way to use existing technology

Something to install or download• It’s already there!• Supported by A-grade browsers (Yahoo! defined)

• Provided that JavaScript is enabled• http://developer.yahoo.com/yui/articles/gbs/gbs_browser-

chart.html


And most importantly...

AJAX is not supported by search engines


The Good, The Limited, and The Unsupported

The Good: A-grade browsers• JavaScript enabled• Only group thought of when developing websites

The Limited: Older browsers and screen readers• Those unable (or unwilling) to upgrade• Visually impaired users

The Unsupported: Search engine spiders• ...and users with JavaScript disabled, but that’s their decision


Oil and water...

Search Engines and AJAX Don’t Mix• Search engines do not run JavaScript

Search engines can’t see AJAX-delivered content• Content will not be indexed by search engine spiders

AJAX-created navigation goes nowhere• Spiders can’t see the links, so won’t follow anything


Start from the ground up

Every page needs to be an HTML page• Don’t worry about AJAX for the moment

Every page must have its content on the page

All links must already be in the HTML

Test by turning off JavaScript in your browser• If you can’t see content or navigate, you have work to do!


Web Developers to the Rescue!

Geek Speak Warning!

Web developers can use (non-AJAX) JavaScript to update the anchors on the page, and change the functionality to AJAX calls

Ensures that the AJAX will work, we know it will work because the AJAX calls were set up by the JavaScript, which search engines are not capable of


AJAX as an Enhancement

Ensure baseline application• Supports non-AJAX and limited supported AJAX users,

includes spiders

Ensure enhancement is useful • Can help site be more interesting/engaging• Make the site run faster (less reload/refresh)• Offer assistance or help to the user (Google Suggest)


URL Updates#why-how

Geek Speak Warning!

Site is set up for success

AJAX breaks the normal browser refresh• This means content not necessarily corresponding to URL• No addition to the browser history• No history, no back button

Add unique page IDs to each page• Use JavaScript to update the URL using #• Use JavaScript to fake an entry in the browser history


Duplicate content? Duplicate content?

Using #, you can get URLs like this: www.mysite.com/category/product.html

www.mysite.com/contact-us.html#/category/product

www.mysite.com/category/product.html#/category/product

Our research suggests duplicate content should not be an issue as spiders do not index pages past the #

Be careful when using it - not to cloak!


Bad AJAX! Bad!

Gucci (www.gucci.com)

Looks really nice ... but breaks every rule• Most content is served exclusively through AJAX• Very little content is on the HTML pages• Most links are created through AJAX• No JavaScript, no site!


Good AJAX! Sit! Roll over!

Gap (www.gap.com)

Follows the rules• AJAX is an enhancement, not a requirement• All pages exist as HTML• All content is on the HTML pages• All navigation links without AJAX • Site works without JavaScript


As I was saying...

Understand Search Engines• Think like a search engine to support them• HTML first, AJAX second

AJAX implemented as an enhancement• Only if it benefits the user – trivial functionality doesn’t help

Make sure your site works without JavaScript• That’s how search engines see it• Don’t make Gucci.com’s mistakes


Try the veal!

Jim McFadyenSenior Web DeveloperCritical Mass

Email [email protected]

Web www.criticalmass.com

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