JavaScript plays a key role in modern web development, powering interactive features like animated buttons, dynamic text, and responsive forms. With the rise of JavaScript libraries, building complex and engaging websites has become easier than ever. In fact, an estimated 99% of all websites now use JavaScript in some way.
But here’s the problem: AI-powered search bots don’t always process JavaScript properly. This means if your website relies heavily on JavaScript to display key content, there’s a risk that AI crawlers won’t index it correctly. And if AI-powered search engines can’t read your content, it becomes much harder for users to find you in AI-generated search results.
Why does this matter?
Traditional search engines like Google have developed ways to process JavaScript over time, but AI search bots, such as GPTBot, aren’t as advanced in handling JavaScript-heavy sites. This can create a visibility gap, where websites that depend too much on JavaScript lose out on AI-driven search opportunities.
So while JavaScript can enhance user experience, too much of it can make your site unreadable to AI-powered search engines—potentially costing you traffic and visibility.
How to keep your content AI search friendly
The good news is that there are three key steps you can take to ensure your content remains accessible and easy to find in AI search results:
1. Use server-side rendering
Instead of relying on JavaScript to load everything in the browser, ensure that key content is processed on your server and included in the initial HTML version of your web pages. This allows AI crawlers to access important information immediately, rather than relying on them to execute JavaScript (which they may not do effectively).
2. Take an HTML first approach to development
Many web developers default to a JavaScript-heavy approach, but for SEO, especially in the AI era, structuring your site with HTML first is crucial. AI crawlers prioritise HTML content over JavaScript-rendered elements, so ensuring your most important text and data are available in the HTML improves your website’s discoverability.
3. Use JavaScript sparingly for core content
JavaScript should enhance your site, not control the display of essential information. Make sure critical content—like headings, body text, and key navigation elements—are accessible even if scripts don’t load properly.
Balancing functionality with search visibility
For businesses that want to remain competitive in AI-driven search, finding the right balance between modern web functionality and AI crawlability is essential. Moving away from a ‘JavaScript-first’ mindset and ensuring your content is accessible in HTML will help future-proof your website as AI search continues to evolve.
If need some help with any of these insights we can support you in optimising new search platforms like SearchGPT. Get in touch with our expert team here.
You can watch Tom Vaughton discuss ‘Is JavaScript killing your AI search visibility?’ in a short video here.
