Iframes are HTML elements that allow you to embed content from another website onto your own. While they can be useful for displaying videos or maps, they can negatively impact SEO and customer identity ownership, affecting your e-commerce business.
The Impact of iFrames on SEO
iFramed content is generally not recommended for SEO.
Although Google is the only search engine that can crawl and index iFramed content, it requires advanced technical optimizations, and there is still no guarantee. That’s why Google said website owners should consider alternatives to iFrames to overcome the crawling and indexing challenges that iFrames pose.
But what are those challenges that make iFrames less than ideal for SEO?
Relying on client-side JavaScript to load the iFramed content: If your page requires client-side JavaScript to load the iFrame, search engines might not render the iFramed content at all. Client-side JavaScript is problematic for SEO, and although there are ways to make it work, you should avoid it to load critical content on a page, such as product listings, product descriptions, etc. Basically, search engines may see an empty page if most of the page content is loaded with client-side JavaScript.
Crawling and indexing issues: In most cases, you will need to implement advanced technical optimizations to make the iFramed content crawlable and indexable by search engines. These optimizations are not trivial, which is why most iFramed content won’t be indexed as part of the page where the iFrame lives.
Duplicate content: Even if you manage to make the iFramed content crawlable and indexable, you will face another problem: duplicate content. If you embed iFramed content from third parties on your pages, the content is most likely duplicated across other websites. This will bring no benefits to your website.
Core Web Vitals issues: Depending on how they are implemented, iFrames can also affect the loading speed of your pages, namely Core Web Vitals. For example, a script can block rendering and delay the Largest Contentful Paint (LCP), or an iFrame can push down the content when it appears on the page, triggering content layout shifts (CLS). Core Web Vitals are one of Google’s ranking factors, so you want your pages to pass them.
To summarize:
Although iFramed content can be crawled and indexed, it faces critical challenges that require advanced technical optimizations. In most cases, the iFramed content won’t be indexed, and the parent page will be seen as “empty” by search engines. If it gets indexed, the content will likely be duplicated across the web, especially if it comes from third parties. Finally, iFrames may lead to Core Web Vitals issues, which are a ranking factor.
Because of these problems, Google recommends moving away from iFrames and adding important content directly to your pages.
Problems of Iframes for SEO:
Limited Content Ownership: Iframes can make it difficult for search engines to fully understand the context and value of your content, especially if it's hosted on another domain. This can hinder your ability to rank for relevant keywords.
Indexing Challenges: Search engines may not be able to efficiently crawl and index content within iframes, particularly from external sources. This means valuable content on your page might be invisible to search engines, hurting your organic reach.
Potential for Duplicate Content: If you embed third-party content through iframes, it can be seen as duplicate content across multiple websites, diluting the SEO value for everyone involved.
Beyond SEO: The Importance of Customer Identity Ownership:
Using iframes often means relinquishing control over customer identity. This can make it difficult to:
- Build Stronger Customer Relationships: Personalized experiences based on needs, preferences, and purchase history are crucial for fostering customer loyalty. With iframes, you may lack the data to offer such personalization.
- Gain Valuable Customer Insights: Understanding customer behavior, interests, and preferences is vital for effective marketing and product development. Iframes can limit your access to this information.
- Offer Essential E-commerce Features: Features like subscriptions, purchase history, and profiles rely on user accounts. Iframes may not provide a reliable platform for such functionalities.
Introducing GapCommerce: Your Comprehensive Solution for SEO, Customer Identity Ownership, and More:
GapCommerce goes beyond simply offering an Identity Provider (IDP). We provide a comprehensive solution to empower your e-commerce business that encompasses:
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Conclusion:
GapCommerce is your strategic partner for creating successful and scalable e-commerce stores while strengthening customer relationships and obtaining valuable data to fuel your growth.
Additional Benefits of GapCommerce:
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