However, there’s a challenge: AI-powered search engines don’t always process JavaScript correctly. If critical healthcare content on your site relies on JavaScript to be displayed, there’s a risk that AI search bots won’t index it properly. If AI-driven search engines can’t read your content, it becomes much harder for healthcare professionals, patients and stakeholders to find your website in AI-generated search results.
Why this matters for healthcare websites
While traditional search engines like Google have evolved to process JavaScript, AI search crawlers are not yet as advanced. This means that healthcare organisations relying heavily on JavaScript to present key content could be losing out on crucial search visibility in AI-driven search tools.
JavaScript can improve user experience, but if overused, it can make your site unreadable to AI-powered search bots, potentially limiting your reach to patients and healthcare professionals searching for trusted information.
How to optimise your healthcare and pharma website for AI search
The good news is that there are three practical ways to ensure your healthcare content remains accessible and easy to find:
1. Implement Server-Side Rendering
Instead of relying solely on JavaScript to load content in the browser, make sure key information is processed on your server and included in the initial HTML version of your web pages. This ensures AI crawlers can access and index critical healthcare content immediately, improving search visibility.
2. Take an HTML-First Approach to Website Development
Many developers prioritise JavaScript-heavy structures, but for AI search optimisation, healthcare websites should ensure that essential medical content and service details are available in HTML. AI crawlers prioritise HTML-based content, so structuring your site this way improves discoverability for search engines used by patients and medical professionals.
3. Use JavaScript Selectively for Core Content
JavaScript should enhance your website’s functionality, not control how essential healthcare information is displayed. Make sure that key content, such as treatment details, service pages and navigation remains accessible even if JavaScript fails to load.
For healthcare organisations aiming to reach patients and HCPs effectively, balancing advanced website features with AI search accessibility is vital. Moving away from a ‘JavaScript-first’ approach and ensuring key healthcare content is presented in HTML will help future-proof your website as AI search technology advances.
You can watch Tom Vaughton’s video on this and do follow Varn Health on LinkedIn to stay informed on the latest healthcare SEO and AI search strategies.
