Edge SEO makes it easier to update a website’s SEO by implementing changes closer to users at the network’s edge. This approach helps improve website speed and flexibility.
In traditional SEO, updates like changes to meta tags, redirects, or content adjustments happen on the main server. These updates are then sent to users via content delivery networks (CDNs). This method can be slow, especially for large websites or those with global audiences. Edge SEO allows for real-time updates, reducing delays and making the process faster.
Before the term “edge SEO” was officially used, many forward-thinking SEOs and developers were already exploring this idea. The term was first introduced at the TechSEO Boost conference in 2018.
What is Edge SEO?
Edge SEO means making technical SEO changes using a serverless application, like Cloudflare Workers, that is deployed on a CDN. This allows you to modify a website without changing its underlying code. Instead, it adjusts the interactions between the user (or search engine) and the server.
For example, you can add hreflang tags directly into the HTML head without altering the main website code.
How Does Edge SEO Impact Page Load Speed?
Edge SEO can add a small amount of latency, typically around 10 milliseconds (ms), but this usually doesn’t affect page speed much. In rare cases, latency could increase to 50 ms due to factors like the platform used or the size of the data being returned. Websites with large data packets or slow performance may experience slightly more latency, but overall, the impact on page speed is minimal. If you use Cloudflare as your CDN, you may already benefit from speed optimization tools like minification and Brotli compression.
What Changes Can Be Made with Edge SEO?
Edge SEO allows for various modifications that can optimize a website quickly, especially when traditional development processes are slow.
One significant change is the implementation of redirects. You can set up both permanent (301) and temporary (302) redirects to manage page changes effectively. This feature is particularly useful for platforms that have limits on redirects, such as Salesforce Commerce Cloud.
Another key modification involves altering HTTP header responses. You can add or change the X-Robots-Tag, which helps control how search engines crawl specific pages on your site.
Edge SEO also enables you to modify or create a robots.txt file. This capability is valuable for managing which parts of your site search engines can crawl, especially on platforms like Shopify that may have restrictions.
For JavaScript-heavy websites, edge SEO allows for pre-rendering solutions, enabling fully rendered pages to be delivered to search engines, and improving overall SEO performance.
Additionally, edge SEO facilitates the collection of server log files, even from platforms that typically don’t allow access to logs. This capability helps analyze user and bot interactions, providing valuable insights for optimization.
Moreover, you can inject new content into pages or change existing content, such as meta titles and descriptions, without modifying the core code of the website.
Edge SEO also allows for the implementation of schema markup, which adds structured data to help search engines better understand and display your content in rich search results.
Finally, managing hreflang tags is made easier with edge SEO, ensuring that proper language and regional targeting are maintained across different platforms, even when content is hosted on various sites.
Which CDNs Offer Edge SEO Functionality?
Several CDNs offer edge SEO functionalities in their free, freemium, or premium plans. While the range of features can vary among providers, the core functionalities generally address significant technical SEO needs. Notable providers include Cloudflare Workers, AWS CloudFront with Lambda@Edge, Fastly Compute@Edge, Akamai EdgeWorkers, Azure with Azure Functions, and BunnyCDN with Edge Scripts. Additionally, platforms like Netlify and Vercel provide serverless functions that complement their CDN services.
Using Edge SEO Techniques Responsibly
Edge SEO is a valuable way to make changes, whether for a quick fix or a long-term improvement. However, it’s essential to keep your development team involved. Bypassing direct code changes can lead to issues, so ensure that your team is informed and follows deployment and testing guidelines. Open communication with your development team is crucial, as ignoring standard practices might introduce bugs or mislead testing, impacting overall site performance.
Why Edge SEO?
Some may view edge SEO as just another trend or luxury tool. However, it has the potential to enhance the SEO capabilities of many teams facing challenges from custom platforms or outdated technology.
Addressing Technical Challenges with Edge SEO
Edge SEO is a game-changer for website optimization. It enables real-time updates without changing the core code. By using CDNs and serverless applications, you can tackle complex SEO challenges more efficiently. This approach enhances user experience and site performance, helping businesses stay responsive to user and search engine needs.
