More than listing SEO best practices and providing recommendations, we wanted this website to be a working example of best practices and technically perfect.

Frameworks is built with Twitter Bootstrap and Google AngularJS. Bootstrap framework allows us to make the site responsive to different devices, and AngularJS allows us to leverage the HTML5 History API (a.k.a "pushState").
Using this API, we can "manipulate" the browser's address bar, create clean, accessible and crawlable URLs and allow our visitors to navigate the site without loading time.
When a user navigates between pages, the browser doesn't entirely load the new page, but simply requests the new content (what needs to change) from the server.

AngularJS and SEO

Such implementations normally present major SEO concerns, and an inability for search engines to crawl and index the content. However, we were able to make the site fully crawlable and indexed, without HTML snapshots (i.e. a static HTML version of the DOM tree after JavaScript has been parsed).
How? Each URL is accessible by itself and loads the AngularJS app. In addition, the content is inserted in the source code of each page by the server for crawlers other than Googlebot that do not currently execute JavaScript. This allows crawlers like Bingbot to parse the content of the site. is developed, published and maintained by the SEO team at Merkle.

Max Prin

Head of Technical SEO


Kyla Becker

Technical SEO Manager


Alexis Sanders

Technical SEO Manager