JavaScript jest jednym z najpopularniejszych języków programistycznych na świecie, a jego użycie można zaobserwować w znacznej części stron internetowych.
To właśnie on jest odpowiedzialny za to, by witryna była interaktywna, a co za tym idzie, atrakcyjna wizualnie i bardziej zachęcająca dla potencjalnego użytkownika.
Zdarza się jednak, iż osobie korzystającej ze strony, skrypt nie wczyta się poprawnie, bądź ma ona wyłączoną obsługę JS. Wtedy właśnie głównym bohaterem staje się tag noscript. Ale czym on właściwie jest i jaki wpływ ma na SEO? Na te pytania odpowiemy w niniejszym artykule.
Czym jest tag noscript?
Pewnie pamiętasz sytuację, w której otwierając stronę internetową, na Twoim ekranie pojawił się komunikat informujący, iż strona korzysta z JS, z prośbą o włączenie skryptu.
To właśnie przykład noscript taga, czyli, innymi słowy, alternatywnego tekstu pojawiającego się zamiast docelowej zawartości, np. grafiki.
Może być on ogólną informacją, jak w powyższym przykładzie, ale również opisem tego, co domyślnie miało się pojawić na stronie.
Google a indeksacja Javascript
Nie jest tajemnicą, że Google od dawna ma problemy z indeksacją treści zawartych w JavaScript. Zdarzyć się może sytuacja, w której zawartość JS jednej strony, bądź sklepu, będzie zaindeksowana całkowicie, natomiast innego w bardzo małym stopniu.
Jest to spowodowane m.in. tym, iż robot nie jest w stanie wykonać “kliknięcia”, bądź innej czynności niezbędnej do prawidłowej interakcji z zawartością.
Dochodzi tutaj również kwestia złożoności całego procesu. Dzieje się tak dlatego, iż treść zawarta w JS, nie jest statyczna, jak w przypadku HTMLa, proces przetwarzania bez bota jest podzielony na 3 fazy:
– skanowania,
– renderowania,
– indeksowania.
Czy jest zatem sposób na to, aby ułatwić indeksację tych treści? Czy noscript sprawdza się w takich sytuacjach? Odpowiedź brzmi: to zależy.
Indeksowanie treści w tagu noscript
Gdyby spojrzeć okiem laika na kwestię tagu noscript, można by dojść do wniosku, iż tak jak w przypadku atrybutu alt przy grafikach, jest to świetny sposób na implementację dodatkowych słów kluczowych, które uskutecznią naszą kampanię.
Niestety, w praktyce wygląda to zgoła inaczej i trzeba być bardzo uważnym z dodawaniem zawartości, by nie wpaść w pułapkę.
Jak poinformowała jedna z byłych już pracowniczek Google’a, Maile Ohye, roboty widzą treści zawarte w tagu noscript i indeksują je, aczkolwiek wskazana jest ostrożność, gdyż jeśli tekst nie będzie zgodny z zawartością skryptu, może być on uznany jako zabieg maskowania treści, co nierzadko wiąże się z karami.
Dlatego też, chcąc wprowadzić tag, który będzie opisywał tematykę JS, należy dokładnie ten skrypt zobrazować, nie dodając niczego, co może być uznane za próbę oszustwa botów.
Nie jest to jedyny problem, który może się pojawić i skutecznie utrudnić pozycjonowanie strony.
Wyobraźmy sobie sytuację, w której na każdej z naszych podstron, która używa JS, wstawiamy tag noscript o treści np.: “Twoja przeglądarka nie obsługuje Javascript”.
W takim przypadku, na każdej podstronie naszej witryny pojawiać się będzie słowo “Javascript”, co finalnie może sprawić, iż robot indeksujący naszą stronę może źle zrozumieć jej przeznaczenie i pozycjonować ją na całkowicie inne frazy, niż miało to miejsce dotychczas.
Kolejnym negatywnym aspektem jest fakt, iż wstawiony noscript tag może pojawić się jako część np. meta opisu w wynikach wyszukiwania, co może mieć diametralny wpływ na spadek klikalności strony i licznika konwersji, a co za tym idzie, na pozycję w wynikach wyszukiwania.
Gdzie i jak używać noscript tag?
W takiej sytuacji może nasunąć się pytanie: czy warto taki tag w ogóle stosować, jeśli jest z nim tyle problemów? Tak, są miejsca, w których jest on jak najbardziej odpowiedni i przydatny.
Do takich elementów należą głównie treści, które bez JS nie pokażą pełni swojej zawartości, bardzo istotnej dla użytkownika np. slidery i rozwijane części strony, jak “czytaj/zobacz więcej”, czy też listy pytań w przypadku strony FAQ.
Choć używanie tagu noscript jest ryzykowne, jest kilka porad, którymi możesz się kierować, aby zminimalizować niebezpieczeństwo.
Po pierwsze, należy zadbać o to, aby treści zawarte w tagu były unikatowe i nie powielały się na pozostałych podstronach.
Po drugie, jeśli komunikat, który chcesz przekazać użytkownikowi musi być identyczny na każdej podstronie, możesz wstawić obrazek zamiast standardowego tekstu. W ten sposób Google nie będzie indeksować treści i nie pojawią się duplikaty.
Po trzecie, tak jak wspomniałem wcześniej, zadbajmy o to, aby treść tagu odzwierciedlała to, co przedstawia skrypt.
Podsumowanie
Reasumując, mimo, iż indeksowanie JavaScriptu w dalszym ciągu nie jest tak skutecznie jak standardowego kodu tekstowego, a linia między skuteczną implementacją noscript tagu, a jego potencjalnym negatywnym skutkiem jest bardzo cienka, to stosując się do kilku prostych zasad możemy w znacznym stopniu zabezpieczyć się przed zagrożeniem, nie rezygnując z ewentualnych korzyści.
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