eCommerce Tip #130: All crucial content must be served as plain HTML not by Javascript!

Make sure all crucial content is served as plain HTML and not generated by Javascript script. 80% of eCommerce sites make this mistake.

Google Crawler is is getting better at capturing dynamically generated content, but still prefer plain HTML.

eCommerce: All crucial content must be served as HTML not by Javascript
Tip #130 – © Franco Folini

If your eCommerce website or SPA (Single Page Application) is using a Javascript frameworks, like React or the latest versions of Angular (both dynamically generate HTML), there is a solution. As opposite to regular CSR (Client Side Rendering), those frameworks can be configured to pre-render the HTML server side (SSR – Server Side Rendering) and then send to the browser a plain HTML version of the page that can more easily be processed by the Google crawler. A nice side-effect of that server side rendering is the significant improvement in the page load time, another critical factor for SEO.

For more recommendations on how to make your content more effective in attracting and converting visitors, read my eCommerce Tip #135: Create visual, effective, and readable content to improve your Conversion Rate.

The cost of Javascript on a mobile device for a popular website (CNN.com).
The cost of Javascript on a mobile device for a popular website: CNN.com (source).
SSR (Server Side Rendering) vs. CSR (Client Side rendering) for React tested on Walmart.com eCommerce pages.
SSR (Server Side Rendering) vs. CSR (Client Side rendering) for React tested on Walmart.com eCommerce pages (source).

Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.

If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]gmail.com