The Rise and Fall of JavaScript

Marketers, coders, and business operators alike have an odd relationship with JavaScript. The coding language was one of the first to allow businesses to self-create platforms online. Nowadays, however, it serves as a frequent Trojan horse for malware. So much so, in fact, that Google often blocks JavaScript coding elements from reaching its Gmail users.


So do you need to avoid using JavaScript entirely?

Not necessarily. The relationship Google has with JavaScript coding is a complicated one, and it’s worth exploring before you write off this coding language entirely.


A Brief History of Coding:

First things first: JavaScript isn’t Java. Java is a unique programming language with the misfortune of sharing the same first syllable.

JavaScript coding is a relatively foundational coding language. Since the mid-90s, it has accomplished a lot: it’s the code behind Netscape Navigator and the early versions of the Mozilla search engine.

These days, it’s a coding language that enacts its programs through plain-text commands. And unlike its competitors, JavaScript isn’t a binary execution.


JavaScript’s Bad Reputation

Because JavaScript was so foundational to the development of the internet as we now know it, it’s become increasingly easy to take advantage of. The vast majority of malware is written with JavaScript. Ransomware, like the type that attacked hospitals back in 2016, also utilizes this code to reach unsuspecting computers and consumers.

The usability that used to be JavaScript’s selling point now serves as its primary downfall – and risk.


Google’s Security Response

Google, naturally, wants to ensure that its users are as safe as possible while utilizing its platform. As a result, the platform has compiled a list of the files that most commonly appear as malware files.


Unfortunately for JavaScript, its code appears on this list. As a result, Google blocks all manners of business newsletters, coupon codes and other features that utilize this coding style.


A Look into the Future

What does all this mean for your SERP ranking? Should you abandon JavaScript in favor of another coding language?

Not necessarily, as JS is still useful in the world of SEO. If you’re looking to handle smaller applications, this code can compress your data and make it easier for Google’s crawlers to comprehend.

That said, Google’s crawlers now process all content written in JavaScript after processing the rest of the content that’s on the page. This delayed indexing does impact your SERP ranking and can make it more difficult for consumers to connect with your work.

Likewise, if you’re utilizing JS in an email marketing campaign that primarily targets Gmail users, you may find that your messages aren’t making their way into consumers’ inboxes.

It’s unlikely that JavaScript will fall out of use, given its long history and straightforward design. However, if you’ve noticed a lack of response to your email campaigns, you might want to consider utilizing a different code for your content.



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