The extent to which search engines can discover and follow links generated by JavaScript.
Why JavaScript Crawlability Matters
JavaScript crawlability is a foundational part of modern SEO. While search engines have gotten much better at this, it is still a complex and resource-intensive process for them. If a website relies on client-side rendering (CSR), where the browser builds the page, a search engine’s crawler may only see a blank HTML document with no content. This can lead to a page having zero visibility in search results. Ensuring your JavaScript is crawlable is a key part of your technical SEO and a non-negotiable step for any business that relies on organic search traffic.
Across Different CMS Platforms
The management of JavaScript crawlability depends on your CMS and how you build your site.
WordPress
WordPress’s default structure is not a JavaScript framework, so it is naturally SEO-friendly. However, if you are building a custom front-end with a JavaScript framework on top of a WordPress backend, you must use a server-side rendering (SSR) approach to ensure that your pages are crawlable and indexable.
Shopify
Shopify’s standard themes are also server-side rendered, which is great for SEO. If you are using a headless commerce approach with a JavaScript framework, you must use a server-side rendering approach to ensure all your product pages are crawled and indexed.
Wix
Wix has a closed system, so you typically don’t have to worry about JavaScript crawlability. The platform’s system is designed to handle its dynamic content in a way that is compliant with search engine guidelines.
Webflow
Webflow generates clean, semantic HTML that is highly SEO-friendly. While you can add your own JavaScript, the core content is always rendered on the server, which prevents the SEO issues commonly associated with pure client-side rendered applications.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that is perfectly optimized for a search engine’s rendering budget by using a server-side rendering (SSR) approach. This is the most effective way to ensure that all your pages are rendered and indexed.
Across Different Industries
JavaScript crawlability is a necessity for all industries that use dynamic content.
E-commerce
E-commerce sites often use a JavaScript Crawlability framework for a fast and modern user experience. It is crucial to ensure that all your product and category pages are rendered and indexed, as a failure to do so can lead to a significant loss of organic traffic and sales.
Local Businesses
Local businesses may use a JavaScript framework for their website to create a fast and seamless user experience. It is crucial to ensure that their key pages, like their location, hours, and contact information, are easily crawlable and indexable for local search.
SaaS Companies
SaaS companies often use a JavaScript framework for their marketing pages and dashboards. It is crucial to ensure that their marketing pages are rendered and indexed, while their user dashboards can remain a client-side rendered application.
Blogs
Blogs built with a JavaScript framework can suffer from a limited rendering budget. It is critical for all articles to be rendered and indexed, which is a major factor in organic traffic.
Do’s and Don’ts of JavaScript Crawlability
Do’s
- Do use a server-side rendering (SSR) or pre-rendering solution. This is the gold standard for JavaScript SEO.
- Do use the URL Inspection tool in Google Search Console. This tool will show you how Google sees your pages.
- Do ensure all your important links are in the HTML. This is a great way to ensure that a search crawler can find all your pages.
Don’ts
- Don’t use a pure client-side rendering (CSR) approach. This is the number one mistake and can lead to a page having little to no visibility in search results.
- Don’t block search engines from crawling your JavaScript files. A search engine needs to access your JavaScript to properly render the page.
- Don’t use a JavaScript-only pagination. This can lead to a significant portion of your content being invisible to search engines.
Common Mistakes to Avoid
- A lack of server-side rendering (SSR) or pre-rendering: This is the most common and devastating mistake.
- Discrepancies between the rendered and static HTML: Sometimes, a page that looks great to a user is a mess to a crawler. You must ensure that the rendered content is the same as the static content.
- Failing to check for crawling errors: Use Google Search Console’s URL Inspection and Coverage reports to check for crawling errors and fix them immediately.
FAQs
How do I know if my website has a JavaScript crawlability issue?
The most common sign of a JavaScript crawlability issue is when your content is not appearing in Google’s index. You can check this by using Google Search Console’s URL Inspection tool and seeing what the crawler sees.
Is JavaScript a ranking factor?
No, JavaScript is not a ranking factor. However, the way it is implemented can significantly impact your website’s crawlability, which is a major factor in search rankings.
What is the difference between crawlability and indexability?
Crawlability is whether a search engine can access a page. Indexability is whether that page is then added to the search engine’s index. A page can be crawled but not indexed.
Why is JavaScript crawlability so important today?
A significant portion of modern websites are built with JavaScript frameworks. Without a proper SEO strategy, these sites can be completely invisible to search engines.
What is the difference between client-side and server-side rendering?
Client-side rendering means the browser builds the page with JavaScript. Server-side rendering means the server builds the page with a fully formed HTML document, which is better for SEO.
