As an SEO agency, we rely heavily on several tools to get our job done effectively. However, many major SEO tools experienced widespread data disruptions last week following Google’s implementation of mandatory JavaScript requirements for search. The change, which began on January 15th, affected several prominent platforms including Semrush, SimilarWeb, and Rank Ranger.
Impact
Google confirmed that users must now enable JavaScript to use Search, stating this requirement allows them to “better protect our services and users from bots and evolving forms of abuse and spam.” The search engine liaison noted that this change affects less than 0.1% of human searches.
However, the impact on SEO tools has been significant. SimilarWeb’s senior director Shay Harel described the update as “unprecedented,” explaining that Google’s changes to automated interaction handling temporarily disrupted rank tracking and SERP data solutions across the industry. In short, many SEO tools simply stopped working as they were no longer able to process results in Google to provide reports.
Technical Changes & Adaptations
The update introduced new requirements for interaction protocols, invalidating previously reliable methods. Key changes include:
- Deprecation of certain configurations like ads_mode: ON, commonly used for analysing paid results
- Implementation of more dynamic session handling requirements
- Introduction of stricter controls beyond traditional captchas
Many affected tools have already adapted their systems. SimilarWeb, for instance, deployed updates within 18 hours to restore functionality.
Implications
Patrick Hathaway, Sitebulb’s co-founder and CEO, suggests this update may be more targeted at large language models (LLMs) than SEO tools specifically. He noted that Google’s global market share recently dropped below 90% for the first time since 2015, potentially driving this defensive measure against LLMs training on Google’s data. While AI continues to grow in usage, we may see more similar reactionary changes by Google to protect their market share.
Current Status
As of January 21st, many affected tools have restored their functionality. However, some platforms continue to report ongoing adjustments to their systems to account for the disruption. It’s worth noting that not all tools were affected and we’ve been able to utilise backup monitoring to function uninterrupted.
For us, this update underscores the importance of:
- Verifying data accuracy across multiple tools
- Having backup monitoring solutions in place
- Staying informed about technical requirements for SEO tools
- Understanding the broader implications of Google’s evolving stance on data access
If you’re concerned about your own SEO reporting or would like more information about any outages, please drop us a message here.