The document discusses SEO strategies for pagination, faceted navigation, and canonicalization, highlighting the importance of proper annotation practices to manage duplicate content and consolidate signals. It offers recommendations for implementing 'noindex' methods, 'rel next/prev' tactics, and creating efficient 'view all' pages while ensuring consistent internal linking. Additionally, it emphasizes the necessity of using 'rel canonical' tags correctly to signal preferred URLs.

1. SMX Advanced 2012
> Adam Audette
> twitter.com/audette

2. A few SEO Clients

3. 1. Pagination dos and don’ts
2. SEO for Faceted Navigations
3. Some rel canonical gotchas
3

4. Pagination, Facets,
Canonicalization, oh my!
4

6. Pagination
6

8. http://www.zales.com/family/index.jsp?cate
goryId=3045659
http://www.zales.com/family/index.jsp?cate
goryId=3045659&kpc=1&pg=2

9. site:zales.com inurl:pg=2
intitle:Diamond Engagement Rings -
Find Engagement Diamonds,
Engagement Jewelry, an Engagement
Diamond Ring and more from Zales.

11. Over 100 duplicate results

13. Noindex Pagination Method
p. 1
Fresh
Prince
pp. 2 pp. 3 pp. 4
• Hi-top • Bel-Air • One-
fade strap
overall
(pages noindex, follow)

14. Noindex Pagination Requirements
Annotations:
• pages 2-N annotated with noindex,
follow
pp. 2-N • pages 2-N self-referencing rel
canonical
• pages 2-N contain unique titles,
URLs, and meta data

17. noindex, follow on pages

18. Rel prev/next Pagination Technique
Annotations:
• Pages 2-N annotated with rel next,
prev
pp. 2-N • pages 2-N self-referencing rel
canonical

19. Noindex Pagination Method
p. 1
pp. 2-N

20. Rel prev/next Pagination Tactic
p. 1
pp. 2-N
[ rel prev / next ]

24. Conflicting signals with rel canonical &
rel prev/next

25. With use of rel prev/next:
> Keep in mind
 Pages with rel next/prev can still be shown in results
 But this is an extreme “edge case”
 Can optionally use noindex
 Use of rel next/prev consolidates signals across the entire series

26. View All Pagination Requirements
Annotations:
• pages 2-N specify View All as rel
View All canonical target
• View All page must load fast
• View All contains all data in the
series
pp. 2-N

27. Side Note: View Alls
> Challenges
 View All pages must be fast
 Big sites (esp. ecomm) sometimes dislike them
 … but users love them! (if they’re fast)

28. More cool methods!
28

32. Googlebot gets the
first ~500 words

33. Recommendations
> When you have a great View All
 Add rel canonical targets to the View All on all component pages
in a series
 Ensure the View All contains all the data found on the component
pages
 Ensure the View All loads quickly
33

34. Recommendations
> When View All isn’t an option
 Use the rel prev/next method to consolidate signals across the
series
 Advantage over noindex method
 Use self-referencing rel canonical
34

35. Recommendations
> Two more options:
 Append parameters to the URL with a hash (#)
 Progressive rendering as user scrolls
35

36. Faceted Navigation
36

37. http://www.jpcycles.com/motorcycle-brake-
calipers-and-kits

38. http://www.jpcycles.com/motorcycle-brake-
calipers-and-kits?N=36367

39. http://www.jpcycles.com/motorcycle-brake-
calipers-and-kits?N=36367

40. http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-kits

41. http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-
kits?N=36371+28004518

42. Takeaways:
• Identify essential and overhead
facets
• Always force the canonical path
regardless of selection order
• Build URLs according to queries
(how do your users search?)
42

43. Downsides:
• Solves nothing for decreasing
crawl overheads
• Labor intensive and error prone
43

44. Canonical Action!
44

45. These are not the URLs you’re looking for.

46. http://www.llbean.com/llb/shop/590?nav=gnro-hp

47. http://www.llbean.com/llb/shop/590?nav=gnro-hp

48. http://www.llbean.com/llb/shop/51909?feat=590-GN1

49. http://www.llbean.com/llb/shop/51909?feat=590-GN1

54. Takeaways:
• Use rel canonical to signal the
preferred URL, not as a
“shortcut”
• Internal link signals should be
consistent
• Careful with self-referencing rel
canonical tags 54

55. Thank you!
Adam Audette
aaudette@rimmkaufman.com
twitter.com/audette