Dynamic Rendering

The solution for Search Bots to access, crawl, and index web pages with rapidly changing content and complex javascript features 

Introducing Dynamic Rendering

Dynamic rendering is the process of serving a normal, 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.

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. 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 effectively translated, made fully accessible, and served to Search Bots in their preferred flat HMTL format, so they can access, understand, and immediately index content to be found in search. 

Use Cases for Dynamic Pages

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. Otherwise, new content can take a while to index. 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.

Implementation Process

Implementing dynamic rendering on your own is difficult, time-consuming, and resource-intensive. A competent and experienced team of developers is required to set up a system that checks the identity of every agent visiting the website and determining which type of content to serve. It is a cumbersome process. Fortunately, Huckabuy has a software service, the SEO Cloud, that takes care of this entire process for your business. After a brief period of working with your developer team, the implementation process is complete. Furthermore, our service preserves your preferred development operations. In fact, you can use the latest technologies like Angular and React without worrying about negative SEO impacts. 

Announcement from Google

In 2018, Google announced their support for dynamic rendering as a work around solution for Search Bots to access, crawl, and index javascript content converted to static HTML. You can watch their presentation here.

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