Rendering Queue

I'm going to talk about this blog post today from Ziemek titled "Rendering Queue: Google needs nine times more time to crawl JavaScript than HTML." I find this article intriguing because Ziemek took my course on writing thought leadership, and this article is his first attempt at applying those principles. It's great to hear that someone found value in the course and put it to use. What's even better is that Ziemek's article had a real-world impact, potentially reaching around 15,000 page views. Ziemek attributes this success to the principles and approach he used in shaping the content.

I'll quickly go through the article and highlight three things that I believe Ziemek did exceptionally well, which we can all learn from. First, the premise of the article is crucial in driving its success. The idea challenged a widely accepted assumption, which is a core aspect of compelling content. Ziemek questioned the common belief that Google treats JavaScript and HTML equally when crawling websites. By challenging this truism, he opened up the possibility of discovering a significant difference that could impact how we approach our work.

Ziemek conducted an experiment to investigate this assumption, and experiments are incredibly powerful in content marketing. By running an experiment, you generate unique data that no one else possesses. As a result, your article becomes the exclusive source of those research findings, leading to links, features, and mentions in industry newsletters. In a world flooded with AI-generated content, experiments like this will become increasingly important since AI cannot collect new real data like humans can.

Not only did Ziemek conduct a remarkable experiment, but he also coined a concept called "rendering queue." This term doesn't exist in the SEO world, but Ziemek created it to describe the phenomenon he revealed through his experiment. This addition of a simple, catchy catchphrase makes the content more memorable and easily shareable. It's one of the reasons why the article received extensive coverage in blogs and newsletters, as it sounds legitimate and encapsulates a new concept.

Another commendable aspect of Ziemek's article is its level of technicality. While there were parts I didn't fully understand as a content marketer with some knowledge of tech SEO, that's a good thing. Ziemek targeted his peers and industry experts, speaking in their language without explaining basic concepts. He used industry-specific jargon, terms of art, and abbreviations, making the article resonate with his intended audience. If you want to be featured in technical SEO newsletters and capture the attention of your peers, this is precisely how you do it—speaking their language and focusing on the aspects that interest them.

In summary, I'm a huge fan of Ziemek's article, and I believe he did an exceptional job of applying the principles we discussed in my course. It serves as an excellent example of thought leadership within a highly technical niche, which may not typically be associated with thought leadership. Kudos to Ziemek for his outstanding work, and I believe there's much we can learn from studying this article. Thank you for tuning in.