One of the three major pillars of Search Engine Optimization is a website’s content, and onsite content optimization. All of the major search engine ranking algorithms have components that relate to the content that is contained on the website. Typically these components relate to Keyword Densities, number of words, content location, and sometimes age of content. In regards to the code that the content is contained in that falls under the topic of structure and not content, and will not be discussed in this article.
Asynchronous JavaScript and XML (AJAX) is an advanced web development method which can be used to create more responsive and interactive dynamic websites. AJAX accomplishes this by making object request calls back to the web server without having to refresh your browser, these object calls are then processed and are typically used to update the content of the page on your website that is currently being viewed. For the sake of this Article I’m going to ignore the XML component of AJAX as the search engines never view any of the XML data. Websites that use Javascript to manipulate content without using AJAX will also suffer from the issues described.
When a search engine sends out a robot / spider to visit your website with the goal of indexing your content it is only looking at what is being presented in the Markup Language. Generally a search engine does not behave like a user when indexing your website, it doesn’t click buttons or links it simply makes note of URLs associated with each page then individually then visits these pages to index them. This largely goes against the goal of AJAX which is to have as few pages as possible by interacting with the web server in a smarter method as the users interact with the website.
To put the last paragraph simply any content that is changed via AJAX or Javascript on a webpage that is not hardcoded in a page won’t be cached by the search engines. This essentially means that if you have great content that the search engines may love but you’re using AJAX you may be missing out on traffic. There are two approaches to rectifying these which may even give you an advantage over sites that don’t utilize Javascript / AJAX.
The first approach is to make sure that your website degrades to normal flat markup language for non javascript capable browsers and search engines. Essentially every time you would have used an AJAX call make sure you have a page with the same content. Unfortunately for a lot of people this could mean a lot of work, for those individual using a database with PHP or ASP it is not too hard to build a site that builds itself with some effective web programming.
The second approach is to use AJAX in a more minimalist fashion. The goal here is to present the search engines with your optimized content while making sure that any AJAX calls a user would do has no bearing on what you want the search engines to see. In fact this can be used to remove content from your website which may negatively affect your rankings such as testimonials. I’ve seen very few testimonials that actually do good things for a sites keyword density, I’ve even been known to optimize testimonials on client’s websites. With Javascript / AJAX you could insert a random testimonial into a page and therefore not affecting that pages keyword density. The only downside to this approach is that some offsite keyword density tools actually use Web Browser rendering engines so they may get false results as it takes the Javascript into account.
Now you may think that I’m anti AJAX from everything that I’ve said, but there are times and places for AJAX, provided it doesn’t affect how the search engines see your beautiful relevant content your trying to rank. AJAX is great to use for Member sections of your website, interactive forms, slideshows, and a lot more it just needs to be leveraged correctly to avoid missing out on search engine visitors. The final thing to keep in mind is that most search engines like to see more than a single page website which many AJAX website appear to be, always strive for at least 5 or more index able pages as internal links and anchor text can have a lot of value.
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