In January 2025, Google made a fundamental change to how search results are rendered, requiring JavaScript execution. This seemingly technical update has profound implications for rank tracking tools, making it harder (and more expensive) to scrape the SERPs. This led some to claim that rank tracking is dead—but as with most SEO debates, the truth is more nuanced.
I originally wrote this article to explore what this change means for SEOs, how it impacts tracking tools, and what new approaches may be needed. Search Engine Land published a lightly edited, more neutral version (as is their right, please don’t interpret this as complaining), but I thought I would offer the full, unedited version, with all my original insights intact here. If you prefer the edited version, you can read it on Search Engine Land.
Is Rank Tracking Dead? Why Google’s New Rules Are Changing the Game
Google just made a move that is disrupting how rankings are tracked, potentially increasing costs and changing the way 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 originally attributed to another update, but 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, to be fair), “reduce spam”, and improve security. Fair enough. However, it also serves Google’s business interests by ensuring ads remain prominently displayed/triggered and making AI-driven search features like AI Overviews difficult, if not impossible, to avoid. 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:
1. 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.
2. Complicating Data Extraction: 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.
3. 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 Search Console and Google Analytics), which naturally integrate AI-powered search insights.
How bad is this going to hurt your favorite SEO tools?
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 will need to 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, while 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? No, rank tracking isn’t all dead — more like mostly dead. But, as Miracle Max said, “mostly dead is still slightly alive.”
Rank tracking can still play a role in shaping SEO strategies — it can help you monitor competitor activity, spot trends, and gauge progress. But let’s be honest — most of the time, it’s a reporting metric for stakeholders. While rankings can be useful, they’ve never been the sole indicator of success. SEO has evolved beyond a keyword position arms race, and the industry needs to shift toward more meaningful ways of demonstrating results. Which brings us to…
Finding new ways to prove SEO is working
Lately, rank tracking has been more of a reporting tool than a core driver of SEO strategy, the industry needs to consider alternative ways of demonstrating success. Look at this shake-up as an opportunity to get smarter about measuring success. Here’s how to stay ahead:
1. Diversify Metrics: Move beyond rank tracking to focus on holistic performance indicators such as organic traffic growth, conversion rates, and engagement metrics.
2. Understand Visibility: Embrace tools that measure “share of voice” or visibility across broader topics rather than individual keywords.
3. Leverage Google’s Tools: Take advantage of Google’s own platforms, like Search Console and Google Analytics, which provide actionable insights without the risk of disruption.
4. Explore JavaScript-Ready Solutions: Some tools are developing advanced JavaScript rendering capabilities to handle the new challenge. Keep an eye on these emerging solutions for future-proofing your strategies.
5. Communicate with Stakeholders: If clients or leadership teams rely on rank reports, start conversations now about transitioning to alternative metrics. Highlight how these changes align with their broader business goals.
As AI continues to reshape how search works, the ability to track organic rankings will continue to diminish. There is already so much personalization and localization in the user-observed SERPs and it’s only going to get more fragmented. The smart SEOs will pivot early and embrace more sophisticated ways to measure and report success.
Quit pronouncing everything dead.
SEO isn’t dead, and neither is rank tracking — but clinging to outdated methods is. The game is evolving, and so should you. SEOs need to rethink their reliance on old school metrics and adapt to this more dynamic and user-centric search ecosystem. The way to remain effective in a landscape where the only constant is change is to be flexible and adapt.
