They picked SSG for a catalog that changed hourly
A mid-size shop moved from server-rendering to static generation in Next.js, chasing perfect Lighthouse scores. Three weeks later: price-mismatch penalties, and -23% on long-tail product queries.
The symptom was odd — pages indexed fine, but Google's cached price didn't match checkout. The investigation traced it to the build cadence: 40,000 SKUs, a 22-minute build, run twice a day. Prices moved hourly. Googlebot crawled HTML that was up to 11 hours stale, snapshotting struck-through promos that had ended.
Turns out SSG and SSR aren't a speed-vs-SEO choice — they're a freshness choice. Static wins when content is stable. A live catalog is the worst possible SSG candidate.
They moved volatile fields (price, stock) to SSR with a 60-second cache and kept SSG for descriptions and specs. Hybrid, not religious.
Price-mismatch flags: gone in a week. Long-tail recovered to +14% in seven weeks. The build was fast. It was just wrong by the time anyone read it.
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They picked SSG for a catalog that changed hourly
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