What Google’s JavaScript Update Means for Your SaaS SEO Strategy

Last week, Google made a major move by requiring JavaScript to be enabled for all searches, including those by bots. This unexpected change caused widespread outages across SEO tools like SEMrush, leaving businesses without updated keyword and ranking data for days.

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The good news? As of January 20, many tools are back up and running, and client data in SEMrush has resumed updating. However, it's unclear whether this is a permanent fix or if further disruptions are on the horizon. The situation highlights the ongoing challenges of relying on third-party tools to track search performance and the need to stay agile as Google's policies evolve.

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The good news? As of January 20, many tools are back up and running, and client data in SEMrush has resumed updating. However, it's unclear whether this is a permanent fix or if further disruptions are on the horizon. The situation highlights the ongoing challenges of relying on third-party tools to track search performance and the need to stay agile as Google's policies evolve.

Why Did Google Do This?

While it might seem like an attack on SEO tools, experts suggest the overall goal of this change is to protect Google from Large Language Models (LLMs) like ChatGPT, which are increasingly seen as an alternative to traditional search.

“Google’s global market share has dropped below 90% for the first time since 2015. By making their data more difficult to access at scale, Google is protecting themselves against LLMs training their datasets based on Google’s data. Keyword tracking tools are just collateral damage.” - Patrick Hathaway, co-founder of Sitebulb

Why This Matters to SaaS Leaders:

1. SEO Tool Reliability Is Now a Key Concern: If your team relies heavily on rank tracking tools like SEMrush, it’s important to monitor data integrity and be prepared for potential gaps or delays in reporting.

2. Competitor Tracking May Become More Challenging: Google’s tougher stance on scraping means businesses might see less frequent competitor insights, which could impact strategic planning and benchmarking efforts.

3. Potential Shifts in Tool Usage: As SEMrush adapts, we may see a shift toward alternative tools like Ahrefs or Dragon Metrics, which have shown greater resilience to Google’s changes.

This shift presents both challenges and exciting opportunities for businesses like yours. If you're looking to stay ahead of the curve, now’s the time to adapt.

How We’re Responding

For now, it’s business as usual. We are closely monitoring our tools and ensuring data remains accurate and up-to-date. However, we’re also evaluating alternative solutions should the need arise to shift to more reliable platforms.

What you should do:

• Monitor Your Reporting Tools: If using SEMrush, check your data accuracy frequently and compare it with other sources.
• Consider Backup Options: It’s a good time to explore Ahrefs or other tracking solutions to avoid reliance on a single platform.
• Stay Focused on Core SEO Efforts: Tracking rankings is important, but remember that high-quality content and technical SEO fundamentals will always be key drivers of search performance.

Let us know if you have questions about these trends or want to explore how they might impact your strategy.