Rendering JavaScript on the server and delivering pre-built HTML to crawlers, improving SEO.
Why SSR Matters for SEO
SSR is a foundational part of modern SEO for any website that uses a JavaScript framework. While search engines have gotten much better at crawling and rendering JavaScript, 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. SSR solves this problem by delivering a complete, crawlable HTML page to the crawler, which ensures that all the content is indexed and that the website can rank for its target keywords.
Across Different CMS Platforms
The management of SSR 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 SSR. The platform’s system is designed to handle its dynamic content in a way that is compliant with search engine guidelines, so you don’t typically need to worry about the technical side of JavaScript SEO.
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 and 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
SSR is a necessity for all industries that use dynamic content.
E-commerce
E-commerce sites often use a JavaScript 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 SSR
Do’s
- Do use SSR for your core content. This is the gold standard for JavaScript SEO. It ensures that a search engine crawler always receives a fully formed HTML page.
- Do use a pre-rendering solution as a fallback. If you are using a client-side rendering (CSR) approach, a pre-rendering solution is a must.
- Do use Google Search Console. The URL Inspection tool will show you exactly how Google sees 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 forget to optimize your titles and meta descriptions. Just because your content is dynamic does not mean you can ignore these on-page SEO basics.
Common Mistakes to Avoid
- A lack of 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 is SSR different from client-side rendering (CSR)?
CSR means the browser downloads a blank HTML page and then uses JavaScript to build the content. SSR means the server builds the full HTML page and sends it to the browser. For SEO, SSR is far superior.
Why is SSR important for SEO but not always for user experience?
SSR is important for SEO because it ensures that a search engine crawler can see and index the content. For user experience, CSR can feel faster because the user gets an immediate response, but SSR provides the best of both worlds with a fast initial load and a dynamic experience.
What is the difference between SSR and dynamic rendering?
SSR builds the page on the server for all requests. Dynamic rendering serves a pre-rendered HTML page to search engine crawlers and a JavaScript version to users.
Does SSR help with my website’s Core Web Vitals?
Yes. By serving a fully formed HTML page, SSR can significantly improve your website’s performance and Core Web Vitals, particularly your Largest Contentful Paint (LCP) score.
Can a website use both SSR and CSR?
Yes. A website can use a hybrid approach where the first page is server-side rendered for SEO and a fast initial load, and the rest of the pages are client-side rendered for a fast, seamless user experience.
