Check out the “342 matches” snippet attached to the result for “madison wi apartments“:


That “342 matches” is only visible on the MadisonApartmentLiving home page when javascript is turned on:

Madison WI Aparments

So not only is Google seeing content in JS, it considers a number + “matches” relevant enough to put it in the SERP snippet.

We always tell clients not to rely on Google to see your content that requires JS, and we still will, but GOOG is getting pretty good at this kind of thing.


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7 Response Comments

  • David Rodecker  April 22, 2016 at 9:32 pm

    The fact that it appears as a snippet is interesting. Suggestive that there might be a benefit to serving dynamic content via JS.

    Curious to see the server log files on that one and if gbot crawls it any differently.

  • Cody Baird  April 23, 2016 at 9:05 am

    Very cool.

  • Cody Baird  April 23, 2016 at 9:09 am

    I wonder what implications are here regarding dynamic number swapping js script like callrail. We have been using DNS successfully without having bots scrape that call tracking info so far. Do you see any issues here Andrew?

  • Andrew Shotland  April 24, 2016 at 7:32 pm

    Dave, I don’t think this has anything to do with the text being in JS. It’s more likely where the text appears (Close to the target keywords on the page) that is key.

    Cody, I think this pretty much shows that you should only be serving DNS #s to visitors that come via organic, paid and maybe social else Googlebot is going to see them.

  • Brandon Doyle  April 27, 2016 at 1:45 pm

    Wow, very cool insight. Would be interested in seeing how else Google is using JS for NAP purposes, like Cody mentioned with CallRail.

  • Andrew Paulson  May 3, 2016 at 6:53 am

    Wow, very cool indeed! And I don’t think that google will fix such kind of things soon.

  • Zain Ali  April 16, 2018 at 12:53 am

    I appreciate it, It’s a good article. Would be interested in seeing how else Google is using JS for NAP purposes.