Product content vs product feeds

Enterprise retailers index only 40-50% of their product pages. Joe Doran, Chief Product Officer at Botify, explains why exploding product portfolios and JavaScript-heavy PDPs leave nearly half of enterprise catalogs invisible to Googlebot and emerging LLM crawlers alike. The conversation covers crawl budget economics and why JavaScript rendering costs three to five times more than HTML, the gap between what bots render versus what consumers see, and how new protocols like OpenAI's Agentic Commerce Protocol and Google's Universal Commerce Protocol demand structured feed attributes—reviews, dimensions, materials—that fragmented product systems rarely deliver at scale. Doran makes the case that product feeds, not on-page content, will define discoverability over the next two years.

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