If you’re an SEO practitioner, one of your biggest headaches is perhaps implementation.
In fact, during a recent poll, 56% of respondents said that 40% of their recommended SEO updates were implemented.
If you face months-long delays (or worse: if your ideas are never implemented at all) what proportion of potential revenue are you missing out on?
These sorts of delays don’t just hold you back from reaching your goals. they’ll also impact the whole organization.
But what if you didn’t need to await your development team to prioritize your suggested page updates?
With edge SEO, you’ll not need to.
What Is Edge SEO?
Edge SEO is an approach to technical SEO that permits you to form site updates more quickly and without the assistance of developers.
It gets its name from “edge computing,” because in it, SEOs use edge computing technology to launch updates without interacting directly with a site’s infrastructure.
With edge SEO, you’ll be ready to reduce your reliance on developers, while at an equivalent time reassuring them (and yourself)
that the changes you create are temporary and simply reversible. and since you’ll make site updates more quickly, you’ll also start seeing SEO results sooner.
Edge SEO could also be ideal for:
Sites already using edge computing (or who might want to start)
Inflexible sites, or ones that don’t utilize a user-friendly content management system (CMS)
Making temporary page changes (such as special holiday updates or limited time promotions)
Teams with limited development resources or an extended wait time to form updates
Do any of these sound familiar?
If so, keep reading to seek out the fundamentals of edge SEO.
What Is Edge Computing?
In simple terms, edge computing may be a processing method often wont to reduce latency (the wait time between an invitation being made and fulfilled by the server).
It is often used for websites, online games, smart devices, and more.
For example, imagine you’re trying to play your favorite massively multiplayer online game (MMO). You’ve just created a replacement character in World of Warcraft.
At one point, you are trying to cast a spell on an enemy, just for the sport to stutter and freeze. Will your character still be alive once the sport loads properly? That frustrating wait to seek out is latency.
Your site probably doesn’t have the type of technical requirements that an MMO like World of Warcraft does, but the concept is equivalent.
A user makes an invitation by interacting together with your site now, and there’s a delay while your server fulfills it.
Ideally, this delay is unnoticeable and doesn’t impact the user experience in the least, but that’s not always the case.
Sites that are “on the edge” (i.e., using edge computing) store their infrastructure within the cloud, in a data center that may be many miles away.
Then they reduce latency and improve page speed by storing cached data and processing it in additional conveniently located “nodes.” These nodes are the “edge” mentioned within the name.
In other words, once you interact together with your site, that request is fulfilled at the closest node, instead of at the info center itself.
Because the node is closer, this will be done faster, potentially improving your page speed (an important ranking factor for search engines).
In addition to physical distance, latency also can be caused by heavy traffic loads and overwhelmed servers.
As such, your specific edge computing configuration (including what percentage of nodes you’ve got and where they are) may vary, counting on the matter you’re trying to unravel.
How Is Edge SEO associated with Edge Computing?
Put simply, edge SEO goes that name because, a bit like edge computing, page updates are made closer to the user instead of at the info center.
What this suggests for you in practice depends on how you approach it.
For example, many edge SEO practitioners use serverless technology called “workers” to deploy SEO updates via content delivery networks (CDNs).
CDNs help distribute web pages faster by storing a cached version of your site during a network of servers that are physically closer to users than most data centers.
SEOs and developers use workers to deploy code and update the cached version of a site, without touching the first version located at the info center.
If you would like to try to do this, you’ll first get to use a CDN that will run these serverless tools. You’ll also probably got to be ready to write code within the language your system uses. for instance,
Therein case, you’ll want to use a tool like PageImprove, which allows you to include more edge SEO into your process without having an equivalent level of technical expertise.
What Is PageImprove?
Launching page updates more quickly without expecting a developer
Making temporary page changes, like promotional or holiday copy
Testing updates on sites that don’t drive enough traffic to use typical split testing tools
Making SEO updates to a client’s site without full access to their site’s infrastructure
PageImprove hosted on CDN so that it can deliver your page updates to users as quickly as possible. Unlike traditional edge SEO,
where you create updates within the cloud, it updates your site at the browser level. This suggests that, while PageImprove won’t speed up your site, it also won’t slow it down.
Since the changes live within PageImprove, your development team can still make permanent changes on the rear end,
but you won’t get to await them to urge thereto to start out seeing the results of implementing your SEO optimizations and other changes.
How To start with PageImprove
While logged in to your Semrush account, visit PageImprove, click on “Join the beta” and enter your information.
You’ll receive an email with simple instructions which incorporate installing the PageImprove Chrome extension.
Then, visit the website you would like to update and launch the extension. PageImprove will then ask you to make a replacement project and can provide you with a code snippet to put in on the location.
all you’ve got to try to do is click on the page element you would like to update (such as your H1) and use the editor to form your changes.
Because all of those changes happen at the browser level, you don’t need additional access to site data to form them.
Plus, that site’s data won’t changed on the rear end. meaning you’ve got time to check out proposed SEO updates
and obtain results before you opt to form them permanently.
Edge SEO Benefits and Reminders
Adopting edge SEO for your website can have a variety of advantages (not to say a couple of challenges).
Here are a couple of the benefits:
Edge SEO empowers marketers to form page updates themselves. due to this, you’ll enact your SEO strategy more quickly,
and begin seeing results earlier, instead of fighting for stretched development resources.
Because you’ll make updates faster,
you’ll be ready to pivot your strategy more quickly if things change.
for instance, you’ll make temporary page changes for special promotions or events,
quickly correct errors, test new ideas, or make quick updates if a page underperforms.
Because edge SEO takes a number of the burden off your development team,
you’ll be ready to use your resources more efficiently.
Not only might your development team have more bandwidth,
but your SEO team also can start delivering results earlier.
Depending on how you employ edge SEO, you’ll also see a couple of other benefits.
for instance, if you progress your site to a CDN,
you’ll be ready to increase your page load speed and possibly even increase your security, testing, and analysis capabilities.
As with any new process, adopting edge SEO may introduce some challenges for your team. Here are some things to stay an eye fixed out for:
simply because you’ll make your page changes doesn’t mean you shouldn’t keep other teams (like developers) within the loop.
After all, your plans may have an impression on other teams’ work.
confirm you communicate with other teams well beforehand of any planned updates to avoid potential conflicts.
Depending on how complex your site is,
you’ll believe in a spread of tools to update, test, analyze, and manage your content.
Do your research before adding any new ones to your site to avoid compatibility issues.
it’s going to be an honest idea to involve your development team during this conversation,
as they’ll have better insight into how different tools would interact.
Like any new tool or strategy, it’s important to think about the potential cost.
In addition to monetary cost
(e.g., paying for edge services, a replacement tool, or a far better CDN) ,
you recognize what proportion of time and internal resources you’ll get to budget.
As sites get bigger, faster, and more complicated, it can sometimes be difficult to stay up.
With edge SEO, you’ll own your SEO strategies,
test new ideas, and make necessary page changes once you need them most.
With PageImprove, you’ll make instant changes, deliver results earlier,
and release your developers to specialize in their most vital projects.