Rendering SEO Manifesto
For over 20 years, SEO was focused on providing a website with more
organic traffic by improving its prominence in search results of
The assumption made by the SEO community was always that indexing
unique, valuable content is in the best interest of search engines and
that they only exclude spam, worthless or harmful content from their
Evidence shows that this has now changed and a shift in the SEO
paradigm must follow.
To better understand the problem, we should first outline why search
engines are forced to skip indexing some web pages or parts thereof
and how they deal with this issue.
What needs to change?
As rendering is both necessary to understand and evaluate content of
web pages and a costly step in the process of mapping the web by
search engines, we believe that one of the primary focal points of
technical search engine optimization should be
improving the process and outcome of rendering web pages
so that they can be
easily accessible both for users to interact with and for search
engines to index and display in the search results.
Search engine optimization should be a holistic process.
Rendering a web page is strictly connected to its crawling,
indexing and ranking.
If either of these processes fails, other SEO efforts won’t pay off.
As Google (and, likely, other search engines)
evaluate the importance and quality of a web page based on its
a search-optimized web page should have its rendering process
streamlined so that the layout isn’t affected if the page is
partially rendered by a search engine.
popular; there is a high probability that at least one of their
SEO specialists don’t need to learn to code. They need to
understand it on a conceptual level
cause to a page? Is Google able to index it?” Websites that use
should be optimized so that search engines can access and understand
their layout and content properly.
Google, the most popular search engine,
should more clearly communicate its ability of rendering and
indexing web pages
on a large scale, in a more informative and actionable fashion. It’s
a topic that is commonly overlooked, yet crucial to a website’s
visibility in search results.
We need to focus our efforts on
reducing the rendering cost of websites. Making a
website faster has a positive impact both on user experience and the
search engines’ rendering process.
© 2020 Tomek Rudzki &