Q: I have recently created an HTML 5 website, which has an endless scroll. However, we are not seeing a ranking improvement. What could be the matter?
A: It is true that modern web development techniques are evolving at a pace we did not even imagine. If you do not keep up with the front end web development & design, you will eventually be at a disadvantage.
Coming to your HTML 5 with endless scroll, which we call as infinite scroll. I believe the website is using PushState – it is a set of tools to manage state of the browser and is a part of the HTML 5 History API. Using the technology, you can keep the address bar updated to match with the specified URL. This happens without re-loading the page.
PushState, Infinite Scroll and User Experience
When we use PushState in infinite scroll, the URL will change as the user will scroll down the page. The new content is loaded using Ajax approach and the ideal way to handle the address bar is by updating the visible URL. Thus, the reader finds it easier to share the right thing or even return to the place where he wanted to. This is done by updating the shared URLs in the HTML source by manipulating the DOM and is easily possible with jQuery.
The SEO Barrier
Here are some of the problems:
If the content we hope is displaying isn’t visible
All the SEO problems will rise
When you load content via AJAX, a problem occurs with page tracking. Even though you are updating URL in the address bar of the browser, Google Analytics doesn’t see it as a separate page. This can be resolved by firing _trackPageView at the same time when updating the URL. In case you are not using Google Analytics, there will be a slight difference in the strategy but most of the analytics providers use similar functionality to manually send the call for page tracking.
Hope that my answer resolves your issue and you give a thumbs up to PushState and infinite scroll.