Server-Side vs. Client-Side Rendering: What Google Recommends

In the fast-paced world of web development, the choice between Server-Side Rendering (SSR) and Client-Side Rendering (CSR) has become one of the most discussed topics. Both techniques come with their own set of advantages and challenges, but how do you know which one is best suited for your website? In a recent interview, Google’s Developer Advocate, Martin Splitt, shed light on these rendering methods and shared Google’s best practices. If you’re wondering whether JavaScript-heavy sites will hold up in the ever-evolving digital landscape, keep reading for some valuable insights.

Understanding Rendering: SSR vs CSR

Before diving into Google’s recommendations, it’s essential to understand what Server-Side Rendering (SSR) and Client-Side Rendering (CSR) actually are.

• Server-Side Rendering (SSR): This technique involves rendering the content of a webpage on the server and sending the fully rendered page to the user’s browser. Essentially, the server does most of the hard work, and the user sees the page ready to be interacted with as soon as it loads.
• Client-Side Rendering (CSR): With CSR, the browser handles the rendering of the webpage. It means the browser loads the JavaScript files and then builds the content on the user’s device. While this allows for rich interactivity, it also means the page may take longer to load initially.

Google’s Take on JavaScript Rendering

JavaScript plays a vital role in modern web development, enabling dynamic, interactive user experiences. However, the search engine giant, Google, has faced challenges in properly rendering JavaScript-heavy sites. Fortunately, this is not as much of an issue anymore.

Google’s AI Crawler & JavaScript Rendering

In an insightful conversation with Kenichi Suzuki from Faber Company, Martin Splitt shared Google’s latest approach to handling JavaScript content. Googlebot, the search engine’s web crawler, now uses advanced AI tools like the Web Rendering Service (WRS), which allows both Googlebot and Gemini (Google’s AI system) to effectively render JavaScript.

Splitt revealed that the rendering process, although sometimes slower in the past, now typically happens within minutes for 99% of the cases. While some delays were noted in certain studies, Splitt clarified that they were likely due to measurement errors.

For developers and marketers working with JavaScript-heavy sites, this is reassuring news. The old fear that JavaScript-heavy sites would be penalised in search rankings because of slower rendering is no longer as significant.

When to Use SSR and CSR

The debate between SSR and CSR is far from settled, and the key to making the right choice lies in understanding what your website aims to achieve. According to Martin Splitt, there is no single “perfect” solution. Instead, it all boils down to what your website does and the type of user experience you want to create.

SSR: The Best Fit for Content-Heavy Websites

If you have a website that primarily serves static content, such as blogs, news portals, or informational websites, Server-Side Rendering is likely the best option. This approach allows you to send fully rendered HTML pages to your users, ensuring that they can access the content quickly, without waiting for JavaScript to load.

Why SSR is better for content websites:

• Faster Load Time: The page is already rendered on the server, so users can start viewing the content almost immediately.
• SEO Benefits: Since the content is fully rendered when it reaches the user, search engine crawlers can easily index the page without having to execute JavaScript.
• Reduced Device Dependency: Unlike CSR, SSR doesn’t rely heavily on the user’s device to load the content, making it a better option for mobile users with limited resources.

Splitt further emphasised that for websites that focus on content delivery, SSR or even pre-rendering static HTML should be the go-to option. This method helps avoid problems such as slower page load times, increased battery consumption on mobile devices, and potential JavaScript errors.

CSR: Perfect for Interactive Tools and Rich Applications

On the other hand, Client-Side Rendering is ideal for websites and applications that require a high level of interactivity, such as online tools, video editors, or games. Since CSR lets the browser build content on the user’s device, it can facilitate smooth user interactions without reloading the entire page.

Why CSR is better for interactive websites:

• Dynamic Content: CSR allows the website to respond to user actions in real-time, without refreshing the entire page.
• Rich User Experience: Applications like CAD tools, video editors, or online games benefit greatly from CSR as it allows users to manipulate and interact with the content directly in the browser.
• Less Server Load: With CSR, much of the rendering is handled by the browser, offloading the server from excessive rendering tasks.

In summary, CSR is the preferred option for interactive and feature-heavy websites that need to deliver dynamic content to users in real-time. It is particularly suitable for applications where a fast, responsive experience is crucial.

The Role of Structured Data in AI Understanding

Structured data is a powerful tool that helps search engines, like Google, better understand the content on your website. It provides a clear and machine-readable format for information, making it easier for Google’s AI systems to process and index your content.

Splitt confirmed that while structured data is not a ranking factor, it does play an essential role in helping Google understand your content and present it more accurately in search results. The more structured your data, the easier it is for AI systems to interpret your webpage’s meaning and relevance.

As AI-driven systems continue to dominate the search landscape, using structured data will become even more critical. While it doesn’t directly affect rankings, it provides Google with more context and confidence in the information it indexes.

Key Takeaways: Google’s Recommendations

Based on Martin Splitt’s insights, here are the key takeaways for developers and marketers:

1. JavaScript Rendering Speed Has Improved: Google’s rendering processes are faster than ever before, and the fear of JavaScript-heavy sites being penalised is largely outdated. Googlebot and Gemini now render content efficiently, often within minutes.
2. SSR vs CSR Depends on the Website’s Purpose:
   • Use SSR for content-heavy websites that aim to deliver information quickly and efficiently. SSR ensures fast loading times and better SEO.
   • Use CSR for interactive websites, tools, and applications where dynamic content and real-time user interaction are required.
3. Structured Data Matters for Understanding, Not Ranking: While structured data does not directly influence rankings, it provides essential context for Google’s AI systems, helping them understand your content better and serve it to the right audience.
4. Focus on the User Experience: Google’s advice for SEO professionals is simple: focus on making users happy. Understand the needs of your target audience, and build your website around those goals. Great content, not technical tricks, will always be the key to SEO success.

The Bottom Line: The Right Rendering for the Right Job

In the end, there is no one-size-fits-all answer to the SSR vs CSR debate. Both rendering techniques serve different purposes, and understanding when to use each can make a world of difference in your website’s performance.

If you’re running a content-focused site, SSR should be your preferred choice to deliver fast and accessible content. On the other hand, for interactive tools or web applications, CSR will provide the responsiveness and interactivity that your users expect.

Above all, the key takeaway from Google’s insights is this: think about your users first. Understand what they need, what kind of experience they want, and then choose the rendering method that best supports those needs.

As Google’s algorithms continue to evolve and AI becomes a more integral part of search, staying informed about these technical details will help you optimise your content for both search engines and users alike. After all, it’s not about tricks; it’s about creating great, user-friendly content that aligns with your business goals.