Raw HTML

The page exactly as your server sends it, before any JavaScript runs. It's all that many crawlers and assistant fetchers ever see. To look at it, use your browser's “View page source”, not the inspector.

Why it matters

Raw HTML is what most AI crawlers and assistant fetchers actually read, so anything missing from it is missing from their view of your business. In our study of 255 online stores, 15% didn't have prices in the product page's HTML at all. Ask your developers to check that names, prices and key details are there before any JavaScript runs.

More terms in understanding pages

• Server-side rendering (SSR) and static generation Ways of building pages so the content is already in the raw HTML, rather than added afterwards by JavaScript.
• Structured data (schema.org, JSON-LD) Machine-readable facts in your page code, such as a product's name, price and stock, written in the shared schema.org vocabulary, usually as JSON-LD.
• XML sitemap A file listing the pages you want found, so crawlers and agents don't depend on following links.
• Canonical URL The one address you name as the main version of a page that can be reached in several ways.
• Alt text A short text description of an image.

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