AJAX (Asynchronous JavaScript and XML) allows web pages to load data without reloading the entire page. While it improves user experience, it can cause SEO issues if search engines can’t properly crawl or render the content.
Understanding AJAX in SEO
When you visit a website that updates information instantly without refreshing the page, it is often using AJAX. Examples include loading new products on an e-commerce page, updating search filters, or displaying comments on a blog post in real time.
AJAX makes websites faster and more interactive for users, but it can also create SEO challenges. If search engines cannot access the content loaded dynamically, those sections may not be indexed or ranked. Understanding how to implement AJAX correctly ensures that your site stays user-friendly while remaining search-engine friendly.
How AJAX Works Across Different CMS Platforms
WordPress
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WordPress uses AJAX for actions such as loading comments, filtering products, and adding items to a cart.
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To keep SEO strong, developers should ensure important AJAX-loaded content is rendered in HTML or is crawlable by search engines.
Shopify
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Shopify themes use AJAX for quick cart updates and product filtering.
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Store owners should make sure core product details and descriptions are still visible in the page source to avoid indexing issues.
Wix
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Wix includes AJAX features for smooth navigation.
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Its SEO tools are designed to help search engines index dynamic content, but site owners should still test with Google Search Console.
Webflow
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Webflow supports AJAX-based animations and page loads.
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Developers should check that important content remains accessible to crawlers by using prerendering or server-side rendering when necessary.
Custom CMS
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AJAX use can be fully customized.
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Larger brands often rely on developers to build SEO-friendly AJAX experiences with features like dynamic rendering and schema markup.
Why AJAX Matters Across Industries
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E-commerce: Online stores use AJAX for product filters, quick add-to-cart buttons, and live search. If done incorrectly, search engines may not index product listings.
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Local Businesses: Booking forms, live chat, or map updates may use AJAX. It’s important that core business information remains crawlable.
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SaaS Companies: SaaS dashboards and help centers often load data with AJAX. Key public pages must remain indexable.
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Blogs and Publishers: Infinite scroll and dynamic comments use AJAX. Structured pagination or proper rendering is crucial to keep posts indexed.
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Agencies: Agencies use AJAX to build smooth client websites but need to ensure no important content is hidden from search engines.
Best Practices: Do’s and Don’ts for AJAX SEO
Do’s
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Use progressive enhancement: make sure essential content is available as HTML first.
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Test how Googlebot sees your pages using the URL Inspection Tool in Search Console.
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Consider server-side rendering (SSR) or dynamic rendering if your site relies heavily on AJAX.
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Use proper URLs and parameters for AJAX-loaded content when possible.
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Keep important text, links, and metadata accessible to crawlers.
Don’ts
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Do not load your main content only through AJAX without fallback HTML.
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Do not block important scripts or resources in robots.txt.
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Do not rely solely on JavaScript for navigation or core content.
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Do not ignore the mobile-first indexing test for both desktop and mobile rendering.
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Do not assume Google will always execute your JavaScript perfectly.
Common Mistakes to Avoid
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Hiding Core Content: If your main text or products load only after user interaction, search engines might miss them.
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Infinite Scroll Without Pagination: Crawlers may stop after the first section, leaving deeper content unindexed.
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Blocking JavaScript Files: Prevents search engines from rendering and understanding your site.
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Not Testing After Changes: Always check how pages render in Google Search Console after adding AJAX.
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Assuming All Crawlers Handle JS: Google can render JavaScript, but other search engines or social media crawlers may not.
