Edition #16: Why we need to go beyond JavaScript SEO

Ok, it's been a minute since I sent out a newsletter, sorry about that. The thing is, right now you can get away with sheer bone-idle laziness by blaming it on the pandemic, and no one can argue with it! Ideal.

The flip side is that we have loads of great articles to recap, which we'll get to in a second.

First I'd like to draw your attention to a GoFundMe campaign set up by a couple of great industry folks, seeking to offer support to SEOs protesting against police brutality. You can lend your support to the ongoing struggle for equality by donating, so please check out the page here.
 

Recent Tech SEO Stuff We Love

Rendering SEO Manifesto - Why we need to go beyond JavaScript SEO

via @bart_goralewicz

Bartosz and his team have been at the forefront of the burgeoning technical SEO revolution, and in particular they have illuminated our minds with their research into JavaScript SEO. They're at it again with this Slideshare presentation, exploring the effect of rendering on indexing and arguing that we should actually considering 'rendering SEO' as a replacement for 'JavaScript SEO' 

Aside: if this sort of thing floats your boat, also sign up for the Rendering SEO webinar that the Onely guys are holding tomorrow, with special guest Martin Splitt (from Google).

Optimising for the new Lighthouse metrics

via @shanejones

One of Google's latest announcements is that they plan to roll more user experience metrics into their ranking algorithms, based on a new set of metrics, 'Core Web Vitals', which are related to speed, responsiveness and visual stability. To prepare for this change, the new metrics are now available in Google's Lighthouse tool. In this Twitter thread, speed demon Shane Jones shares his tips for optimising for the new metrics.

Internal linking and content structure

A silver lining of the covid-induced-shit-cloud is that more content creators have been making 'conference worthy' video content available on the internet for free. Authoritas have been running 'tea-time SEO' and this episode is a particular favourite, with 3 excellent presentations (from Mark Williams-CookMaret Reutelingsperger​ and Mike Stepney - go follow the lot of them!) on the subject of internal linking and how to structure content.

What We Do in the Shadow DOM

via @Jammer_Volts

I remember the first time I ever played Zelda: A Link to the Past, and I thought I had basically completed the game, and then suddenly I'm in the Dark World and there was a whole load more to do! Well, this article is almost exactly the same as that, except this time with the DOM - you thought you knew what it was and how it worked. Think again!
 

Other Stuff You Should Check Out

  • A Business Intelligence Approach To Link Building
    This is one of the best posts you will ever read on how to do strategic link building (rather than just building links for the sake of building links). It walks you through a very comprehensive process to make data-led decisions about how many links you need to build in order to compete. 
     
  • What Makes A Domain Name Valuable?
    The master of side projects, Mark Rofe (aka Billboard Dating Guy), actually does know a little bit about SEO. Here, he reveals how he values domains for buying and selling. And side projects... 
     
  • DIY SEO: How To Do Keyword Research Worth Up To £10,000
    This is really a post about how to organise keyword research data and prioritise it based on business goals, making use of mind-maps to help visualise the data.

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