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Dynamic Rendering and its Benefits

Dynamic rendering is the process of serving a client-side version of your site for users and a separate, server-side version for Search Bots. On the server-side, javascript content is converted into a flat HTML version preferred by Search Bots. This allows them to fully access, crawl, and index webpage content. It’s one of the biggest changes Google has made in years. 

Why It Matters For Marketers

You want your content to be highly visible so that your target audience can find it while they’re scrolling the Internet. But if you have a larger website with a lot of dynamic and Javascript-driven content, search engines have a difficult time crawling and indexing your site, meaning all those content marketing efforts don’t properly reach your customers. The solution? Dynamic rendering: it allows you to serve an SEO-friendly version of your site to Google’s Search Bots, so they have an improved experience and account for all of the content they might not have fully crawled and indexed previously. You’re effectively translating your website into the language that search bots know best.

When Should You Use Dynamic Rendering?

Google recommends incorporating dynamic rendering in at least three instances. First, it is recommended if you have a large site with rapidly changing content that requires quick indexing. Second, it is recommended if your website relies on modern javascript functionality. Third, it is recommended if your website relies on social media sharing and chat applications that require access to page content.

Rendering Javascript Content

Google prefers content written in flat HTML, but they are also interested in organizing search results that reflect the internet as it is. Dynamic rendering presents an opportunity to access, crawl, and index large websites and dynamic pages that rely on frequently changing heavy javascript content.

Historically, javascript-powered websites have not fared well in search — they are user-friendly but not bot-friendly. This is attributed to the limited crawl budget of the Google Search Bot and the resource-intensive nature of rendering javascript content. When Search Bots encounter heavy javascript content, they often have to index in multiple waves of crawling. This fractured process results in missed elements, like metadata and canonical tags, that are critical for proper indexing.

Dynamic rendering is essentially a javascript SEO solution. Normally, it is difficult for search engines to process these pages. They rely on static HTML elements instead of the graphical interfaces humans take for granted. But with dynamic rendering, client-side pages are translated, made fully accessible, and served to Search Bots in their preferred flat HTML format, so they can access, understand, and immediately index content to be found in search.