Basics Of JavaScript SEO For Ecommerce: What You Need To Know

Basics Of JavaScript SEO For Ecommerce: What You Need To Know

JavaScript (JS) is extraordinarily common within the eCommerce world as a result it helps create a seamless and user-friendly expertise for consumers.

Take, for example, loading objects on class pages, or dynamically updating merchandise on the positioning utilizing JS.

Whereas that is nice information for eCommerce websites, JavaScript poses several challenges for SEO professionals.

Google is persistently engaged in enhancing its search engine, and an enormous part of its effort is devoted to creating certain its crawlers can enter JavaScript content material.

However, guaranteeing that Google seamlessly crawls JS websites isn’t simple.

In this put-up, I’ll share everything it’s essential to find out about JS SEO for eCommerce and how one can enhance your natural efficiency.

Let’s start!

How JavaScript Works For Ecommerce Websites

When constructing an eCommerce website, builders use HTML for content material and group, CSS for design, and JavaScript for interplay with backend servers.

JavaScript performs three distinguished roles inside eCommerce websites.

1. Including Interactivity To A Net Web page

The target of including interactivity is to permit customers to see adjustments based mostly on their actions, like scrolling or filling out types.

For occasion: a product picture adjustments when the consumer hovers the mouse over it. Or hovering the mouse makes the picture rotate 360 levels, permitting the consumer to get a greater view of the product.

All of this enhances consumer expertise (UX) and helps consumers determine their purchases.

JavaScript provides such interactivity to websites, permitting entrepreneurs to interact with guests and drive gross sales.

2. Connecting To Backend Servers

JavaScript permits higher backend integration utilizing Asynchronous JavaScript (AJAX) and Extensible Markup Language (XML).

It permits net purposes to ship and retrieve knowledge from the server asynchronously while upholding UX.

In different phrases, the method doesn’t intrude with the show or conduct of the web page.

In any other case, if guests wished to load one other web page, they must look forward to the server replying with a brand new web page. That is annoying and might trigger consumers to go away from the positioning.

So, JavaScript permits dynamic, backend-supported interactions – like updating merchandise and seeing it up to date within the cart – straight away.

Equally, it powers the power to tug and drop parts on an internet web page.

3. Net Monitoring And Analytics

JavaScript affords real-time monitoring of web page views and heatmaps that inform you how far down persons are studying your content material.

For occasion, it could inform you the place their mouse is or what they clicked (click on monitoring).

That is how JS powers monitoring consumer conduct and interplay on webpages.

How Do Search Bots Course of JS?

Google processes JS in three stages, specifically: crawling, rendering, and indexing.

Picture from Google Search Central, September 2022

As you possibly can see in this picture, Google’s bots put the pages within the queue for crawling and rendering. Throughout this section, the bots scan the pages to evaluate new content material.

When a URL is retrieved from the crawl queue by sending an HTTP request, it first accesses your robots.txt file to test when you’ve permitted Google to crawl the web page.

If it’s disallowed, the bots will ignore it and never ship an HTTP request.

Within the second stage, rendering, the HTML, CSS, and JavaScript information are processed and remodeled right into a format that may be simply listed by Google.

Within the remaining stage, indexing, the rendered content material is added to Google’s index, permitting it to look within the SERPs.

Frequent JavaScript SEO Challenges With Ecommerce Websites

JavaScript crawling is much more complicated than conventional HTML websites.

The method is faster in the case of the latter.

Try this fast comparability.

 Conventional HTML Website crawling JavaScript crawling
1Bots obtain the HTML file1Bots obtain the HTML file
2They extract the hyperlinks to add them to their crawl queue2They discover no hyperlink within the supply code as a result of they’re solely injected after JS execution
3They obtain the CSS information3Bots obtain CSS and JS information
4They ship the downloaded sources to Caffeine, Google’s indexer4Bots use the Google Net Rendering Service (WRS) to parse and execute JS
5Voila! The pages are listed5WRS fetches knowledge from the database and exterior APIs
  6content material is listed
  7Bots can lastly uncover new hyperlinks and add them to the crawl queue

Thus, with JS-rich e-commerce websites, Google finds it powerful to index content material or uncover hyperlinks earlier than the web page is rendered.

In truth, in a webinar on how to migrate a website to JavaScript, Sofiia Vatulyak, a famed JS SEO skilled, shared,

“Though JavaScript offers several useful features and saves resources for the web server, not all search engines can process it. Google needs time to render and index JS pages. Thus, implementing JS while upholding SEO is challenging.”

Listed below are the highest JS SEO challenges eCommerce entrepreneurs ought to pay attention to.

Restricted Crawl Funds

eCommerce websites usually have an enormous (and rising!) quantity of pages that might be poorly organized.

These websites have in-depth crawl finances necessities, and in the case of JS websites, the crawling course is prolonged.

Additionally, outdated content material, resembling orphan and zombie pages, may cause an enormous wastage of the crawl finances.

Restricted Render Funds

As talked about earlier, to have the ability to see the content material loaded by JS within the browser, search bots need to render it. However, rendering at scale calls for time and computational sources.

In different phrases, like crawl finances, every website has to render finance. If those finances are spent, the bot will depart, delaying the invention of content material and consuming further sources.

Google renders JS content material within the second spherical indexing.

It’s necessary to indicate your content material inside HTML, permitting Google to enter it.

first round of indexing URL pathwayPicture from Google Search Central, September 2022

Go to the Examine ingredient in your web page and seek for among the content material. Should you can not discover it there, engines like Google may have to bother accessing it.

Troubleshooting Points For JavaScript Web sites Is Robust

Most JS websites face crawlability and obtainability points.

On occasion, JS content material limits a bot’s capacity to navigate pages. This impacts its indexability.

Equally, bots can not determine the context of the content material on a JS web page, thus limiting their capacity to rank the web page for particular key phrases.

Such points make it powerful for eCommerce entrepreneurs to find out the rendering standing of their net pages.

In such a case, utilizing a sophisticated crawler or log analyzer may also help.

Instruments like Semrush Log File Analyzer, Google Search Console Crawl Stats, and JetOctopus, amongst others, supply a full-suite log administration resolution, permitting site owners to raised perceive how search bots work together with net pages.

JetOctopus, for example, has JS rendering performance.

Try this GIF that exhibits how the device views JS pages as a Google bot.

How google bot sees content on your pageScreenshot from JetOctopus, September 2022

Equally, Google Search Console Crawl Stats shares a helpful overview of your website’s crawl efficiency.

google search console crawl statsScreenshot from Google Search Console Crawl Stats, September 2022

The crawl stats are sorted into:

  • Kilobytes downloaded per day present the variety of kilobytes bots obtain every time they go to the website.
  • Pages crawled per day exhibit the variety of pages the bots crawl per day (low, common, or excessive).
  • Time spent downloading a web page tells you the period bots take to make an HTTP request for the crawl. Much less time taken means quicker crawling and indexing.

Consumer-Aspect Rendering On Default

eCommerce websites that might be in-built JS frameworks like React, Angular, or Vue are, by default, set to client-side rendering (CSR).

With this setting, the bots will be unable to see what’s on the web page, thus inflicting rendering and indexing points.

Massive And Unoptimized JS Recordsdata

JS code prevents vital website sources from loading shortly. This negatively impacts UX and SEO.

High Optimization Techniques For JavaScript Ecommerce Websites

1. Verify If Your JavaScript Has SEO Points

Listed below are three fast exams to run on totally different web page templates of your website, specifically the homepage, class or product itemizing pages, product pages, weblog pages, and supplementary pages.

URL Inspection Device

Entry the Examine URL report in your Google Search Console.

GSC overviewScreenshot from Google Search Console, September 2022

Enter the URL you wish to take a look at.

enter URL to inspect in GSCScreenshot from Google Search Console, September 2022

Subsequent, press View Examined web page and transfer to the screenshot of the web page. Should you see this part clean (like on this screenshot), Google has points rendering this web page.

GSC reports page issuesScreenshot from Google Search Console, September 2022

Repeat these steps for the entire related eCommerce web page templates shared earlier.

run A Google Search

Working on a website search will assist you to decide if the URL is in Google’s index.

First, test the no-index and canonical tags. You wish to be sure that your canonicals are self-referencing and that there’s no index tag on the web page.

Subsequent, go to Google Search and enter – inurl: your URL

Basics Of JavaScript SEO For Ecommerce: What You Need To KnowScreenshot from seeking for [ inurl:], Google, September 2022

This screenshot exhibits that Goal’s “About Us” web page is listed by Google.

If there’s some problem along with your website’s JS, you’ll both not see this result or get a result that’s much like this, however, Google won’t have any meta info or something readable.

site search on googleScreenshot from seeking for [ inurl: hallway], Google, September 2022

site search on googleScreenshot from seeking for [ inurl: homewares], Google, September 2022

Go For content material search

For instance, Google might index pages, however, the content material is unreadable. This remaining take look will assist you to assess if Google can learn your content material.

Collect a bunch of content material out of your web page templates and enter it on Google to see the outcomes.

Let’s take some content material from Macy’s.

Macy's content
Macy's content

Screenshot from Macy’s, September 2022

Macy's contentScreenshot from seeking for [alfani essential Capri pull-on with tummy control], Google, September 2022

No issues right here!

However, take a look at what occurs with this content material on Kroger. It’s a nightmare!

Kruger contentScreenshot from Kruger, September 2022

Kruger on google searchScreenshot from seeking for [score an $8 s’mores bunder when you buy 1 Hershey], Google, September 2022

Although recognizing JavaScript SEO issues is extra complicated than this, these three exams will assist you to shortly assess in case your eCommerce Javascript has SEO points.

Observe these exams with an in-depth JS website audit utilizing an SEO crawler that may assist establish in case your website failed when executing JS, and if some code isn’t working correctly.

For occasion, just a few SEO crawlers have a listing of options that may assist you to perceive this intimately:

  • The “JavaScript performance” report affords a listing of all of the errors.
  • The “browser performance events” chart exhibits the time of lifecycle occasions when loading JS pages. It helps you establish the web page parts which might be the slowest to load.
  • The  “load time distribution” report exhibits the pages which might be quick or sluggish. Should you click on these knowledge columns, you possibly can additional analyze the sluggish pages intimately.

2. Implement Dynamic Rendering

How your website renders code impacts how Google will index your JS content material. Therefore, it’s essential to know the way JavaScript rendering happens.

Server-Aspect Rendering

On this, the rendered web page (rendering of pages occurs on the server) is distributed to the crawler or the browser (shopper). crawling and indexing are much like HTML pages.

However, implementing server-side rendering (SSR) is commonly difficult for builders and might enhance server load.

Additional, the Time to First Byte (TTFB) is sluggish as a result of the server rendering pages on the go.

One factor builders ought to keep in mind when implementing SSR is to chorus from utilizing features working instantly within the DOM.

Consumer-Aspect Rendering

Right here, the JavaScript is rendered by the shopper utilizing the DOM. This causes several computing points when search bots try and crawl, render, and index content material.

A viable difference between SSR and CSR is dynamic rendering that switches between the shopper and server-side rendered content material for particular consumer brokers.

It permits builders to ship the positioning’s content material to customers who enter it utilizing JS code generated within the browser.

Nonetheless, it presents solely a static model to the bots. Google formally helps implement dynamic rendering.

Google Search Central service to browser and crawlerPicture from Google Search Central, September 2022

To deploy dynamic rendering, you should utilize instruments like or Puppeteer.

These may also help you serve a static HTML model of your Javascript website to the crawlers with no unfavorable effect on CX.

dynamic rendering is a good resolution for eCommerce websites that often maintain plenty of content material that changes ceaselessly or depends on social media sharing (containing embeddable social media partitions or widgets).

3. Route Your URLs Correctly

JavaScript frameworks use a router to map clear URLs. Therefore, it’s vital to replace web page URLs when updating content material.

For occasion, JS frameworks like Angular and Vue generate URLs with a hash (#) like

Such URLs are ignored by Google bots in the course of the indexing course. So, it’s not advisable to make use of #.

As an alternative, use static-looking URLs like

4. Adhere To The Inside Linking Protocol

Inside hyperlinks assist Google in effectively crawling the positioning and spotlighting the necessary pages.

A poor linking construction might be dangerous to SEO, particularly for JS-heavy websites.

One widespread problem we’ve encountered is when eCommerce websites use JS for hyperlinks that Google can not crawl, resembling onclick or button-type hyperlinks.

Verify this out:

<a href=”/important-link”onclick=”change page(‘important link)”>Crawl this</a>

For your Google bots to find and comply with your hyperlinks, guarantee they’re plain HTML.

Google recommends interlinking pages utilizing HTML anchor tags with href attributes and asks site owners to keep away from JS occasion handlers.

5. Use Pagination

Pagination is vital for JS-rich eCommerce websites with thousands of merchandise that retailers usually decide to unfold throughout several pages for higher UX.

Permitting customers to scroll infinitely could also be good for UX, however, isn’t essentially SEO-friendly. It’s because bots don’t work together with such pages and can’t set off occasions to load extra content material.

Ultimately, Google will attain a restriction (cease scrolling) and depart. So, most of your content material will get ignored, leading to a poor rating.

Ensure you use <a href> hyperlinks to permit Google to see the second web page of pagination.

For occasion, use this:

<a href=”

6. Lazy Load Photographs

Although Google helps lazy loading, it doesn’t scroll using content material when visiting a web page.

It resizes the web page’s digital viewport, making it longer in the course of the crawling course of. And since the  “scroll” occasion listener isn’t triggered, this content material isn’t rendered.

Thus, you probably have pictures beneath the fold, like most eCommerce websites, it’s vital to lazy load them, permitting Google to see all of your content material.

7. Permit Bots To Crawl JS

This will appear apparent, however, on several events, we’ve seen eCommerce websites unintentionally blocking JavaScript (.js) information from being crawled.

This may trigger JS SEO points because the bots will be unable to render and index that code.

Verify your robots.txt file to see if the JS information is open and out there for crawling.

8. Audit Your JS Code

Lastly, make sure you audit your JavaScript code to optimize it for the various search engines.

Use instruments like Google Webmaster Instruments, Chrome Dev Instruments, and Ahrefs and an SEO crawler like JetOctopus to run a profitable JS SEO audit.

Google Search Console

This platform may also help you optimize your website and monitor your natural efficiency. Use GSC to observe Googlebot and WRS exercises.

For JS websites, GSC means that you can see issues in rendering. It studies crawl errors and points notifications for lacking JS parts that were blocked for crawling.

Chrome Dev Instruments

These web developer tools are constructed into Chrome for ease of use.

The platform helps you to examine rendered HTML (or DOM) and the community exercise of your net pages.

From its Community tab, you possibly can simply establish the JS and CSS sources loaded earlier than the DOM.

Chrome Dev ToolsScreenshot from Chrome Dev Instruments, September 2022


Ahrefs means that you can successfully handle backlink-building, content material audits, key phrase analysis, and extra. It may render net pages at scale and means that you can test for JavaScript redirects.

You may also allow JS in Website audit crawls to unlock extra insights.

ahrefs add javascript for site auditScreenshot from Ahrefs, September 2022

The Ahrefs Toolbar helps JavaScript and exhibits comparability of HTML to rendered variations of tags.

JetOctopus SEO Crawler And Log Analyzer

JetOctopus is an SEO crawler and log analyzer which means that you can effortlessly audit widespread eCommerce SEO points.

Since it could view and render JS as a Google bot, eCommerce entrepreneurs can resolve JavaScript SEO points at scale.

Its JS efficiency tab affords complete insights into JavaScript execution – First Paint, First Contentful Paint, and web page load.

It additionally shares the time wanted to finish all JavaScript requests with the JS errors that want instant consideration.

GSC integration with JetOctopus may also help you see the entire dynamics of your website’s efficiency.

Ryte UX Device

Ryte is one other device that’s able to crawl and check your javascript pages. It would render the pages and test for errors, serving to you troubleshoot points and test the usability of your dynamic pages.


seoClarity is an enterprise platform with many options. Like the opposite instruments, it options dynamic rendering, letting you test how the javascript in your website performs.

Summing Up

eCommerce websites are real-world examples of dynamic content material injected utilizing JS.

Therefore, eCommerce builders rave about how JS lets them create extremely interactive eCommerce pages.

Then again, many SEO professionals dread JS as a result of their skills declining natural visitors after their website began counting on client-side rendering.

Although each is proper, the fact is that JS-reliant websites can also carry out effectively within the SERP.

Observe the ideas shared on this information to get one step nearer to leveraging JavaScript in the simplest means attainable whereas upholding your website’s rating within the SERP.

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