Google just made a move that disrupted rank tracking, potentially increasing costs and changing how search visibility is measured.
In January, Google implemented a requirement for JavaScript to render search results, which significantly impacted SEO tools that rely on scraping.
(You may recall there was suddenly a great deal of volatility in the SERPs that was initially attributed to another update. Still, it turned out to be a disruption in data collection that was causing the reports to be all over the place rather than the rankings fluctuating.)
This change raises questions about the future of rank tracking and how SEOs can adapt.
While some are ready to declare rank tracking “dead,” the reality is more complicated.
So, what exactly happened now?
Google “introduced” (read: “sprung upon everyone with no warning”) a requirement for JavaScript to render search results, making traditional scraping techniques significantly more difficult.
Since most SEO tools need to scrape the SERPs to track keyword rankings, this new mandate means if the tools want to continue providing this service, they must now execute JavaScript, which adds complexity (and costs) and potentially reduces data accuracy.
Google has framed this as an effort to:
Prevent bots (which is what the tools are).
“Reduce spam.”
Improve security.
Fair enough.
However, it also benefits Google by keeping ads highly visible and making AI-driven search features, like AI Overviews, harder to bypass.
This shift means that SEO tools scraping the SERPs must now navigate AI-generated content, potentially requiring them to distinguish between organic rankings and AI-driven responses (this is the added complexity part).
Why this makes sense for Google
Google’s decision to require JavaScript isn’t about making life harder for SEO tools.
It also conveniently supports their push toward AI-driven search features in a few key ways:
Rendering AI Overviews
AI-generated content, such as Google’s AI Overviews, is dynamically inserted into search results.
Since JavaScript is required for rendering these elements, enforcing its use ensures that all users (including scrapers) interact with AI-generated content in the same way as human users.
Requiring JavaScript makes it harder for SEO tools to extract clean ranking data, especially when AI Overviews push traditional organic results further down the page.
Scrapers may now have to differentiate between AI-generated responses and standard search listings, increasing complexity.
Encouraging more Google dependence
By making it more difficult for third-party tools to scrape SERPs, SEO professionals might find it easier to use Google’s own data sources (like Google Search Console and Google Analytics), which naturally integrate AI-powered search insights.
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With Google requiring JavaScript to render search results, SEO tools that rely on scraping now face increased costs.
Executing JavaScript requires more computing resources, which means tools must invest in more powerful infrastructure or develop more sophisticated methods to continue gathering data.
This likely means higher overhead, and those costs may be passed down to you.
Some rank tracking services may need to shift their pricing models.
Others may discontinue rank tracking features entirely if they become too expensive to maintain.
Some tools might find ways to work around this limitation by leveraging browser-based scraping techniques, but this could introduce latency issues and further drive up operational costs.
But does this mean rank tracking is dead-dead?
Before we change into our mourning attire, let’s consider what “dead” means in this context.
Traditional rank tracking – the act of monitoring exact keyword positions across devices and geographies – is without a doubt becoming more difficult.
But does that mean it’s completely dead?