How Does a Dynamically Built Page in Real-Time Impact SEO?

Today’s Ask an search engine optimisation query comes from John in Burbank. John shares:

I work at Kaiser Permanente and we’re migrating from IBM portal to Adobe’s Experience Manager (AEM). Some of the questions I get contain the creation of dynamic pages based mostly on the template for that web page.

How does a dynamically constructed web page in real-time impression search engine optimisation?

I hope you possibly can assist as I’m struggling to know how AEM’s know-how influences search engine optimisation.

Dynamically generated pages, whatever the platform, have been a problem for search engine optimisation professionals for a couple of a long time now.

How do you get pages listed that don’t exist till they’re wanted?


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New content material administration methods convey some new tips to how pages are created however in the tip, dynamic content material is nothing new.

And there are a number of methods to deal with dynamic content material from an search engine optimisation perspective.

Dynamic Rendering

The official phrase from Mountain View on tips on how to create search engine optimisation worth from dynamic content material is a approach is aware of as dynamic rendering.

Dynamic rendering detects the user-agent of a browser or bot and serves up content material particularly for that bot.

This permits site owners to show Googlebot and other crawlers fully-rendered pages reasonably than an empty dynamic template.

Some of it’s possible you’ll sense crimson flags right here – is that this cloaking?


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Dynamic rendering is not cloaking.

It’s a fully white hat approach beneficial by Google for dynamically generated content material; particularly, single-page apps and progressive internet apps.

However, if dynamic rendering is abused, it may be thought-about cloaking.

For instance, when you use dynamic rendering to serve up content material that isn’t the identical or similar to the content material that a common customer would see, you possibly can find yourself in violation of Google’s phrases of service.

The greatest follow is to verify the content material served to particular crawlers is identical because the content material seen by your typical guests.

When you implement dynamic rendering, ensure to check the speed of the site on completely different consumer brokers.

A typical mistake many make when implementing this system is creating slow-loading pages, notably cellular variations of those pages.

Always examine the web page pace of your alternate, dynamically rendered pages.

I’m not going to enter the nuts and bolts of establishing dynamic rendering in the column, however Google’s Martin Splitt has a superb video on the topic which you can see here.

Cannonball: An Alternative to Dynamic Rendering

If you don’t need to mess with dynamic rendering, you possibly can go “old-fashioned” and create what I name a cannonball.


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A cannonball is while you create static HTML pages to characterize the pages that will usually be dynamically generated.

Creating a cannonball may be very time-consuming, particularly for websites with many dynamically generated pages.

But cannonballs work for getting content material listed that in any other case may not present up if the crawler can’t entry the dynamically generated pages.

Typically, when utilizing a cannonball strategy, the dynamically generated content material is hidden from the crawlers.

This strategy is sensible when utilizing heavy personalization on a website.

For instance, a website the place customers log in and have private account info dynamically generated whereas purchasing or browsing would use a cannonball strategy to point out the crawler the pages with none customized info.


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You also can use a cannonball strategy in conjunction with dynamic rendering when you simply have a few dynamically generated pages that must be listed.

The draw back to a cannonball strategy is it may be very resource-intensive to take care of.

It’s straightforward for the content material in the cannonball to be outdated, particularly on a website the place issues change quickly.

For instance, in case your pricing adjustments, you have to ensure that the pricing adjustments on the cannonball pages, as nicely.

There are quite a few software program options that may allow you to to take care of your cannonball pages. However, bear in mind that not each device works with each platform.


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In Conclusion

Dynamically generated pages may be a highly effective a part of the general user experience.

But they do create some complications for search engine optimisation execs.

Thankfully, workarounds like dynamic rendering and cannonballs might help guarantee we are able to have dynamically generated content material and present up nicely in the search outcomes.

More Resources:


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Editor’s notice: Ask an search engine optimisation is a weekly search engine optimisation recommendation column written by a few of the business’s high search engine optimisation consultants, who’ve been hand-picked by Search Engine Journal. Got a query about search engine optimisation? Fill out our form. You would possibly see your reply in the following #AskanSEO put up!

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