Pagination and SEO - Making it Easy

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A look at pagination problems and solutions. I did this presentation at SES Chicago 2011.

A look at pagination problems and solutions. I did this presentation at SES Chicago 2011.

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Transcript

  • 1. Pagination @stonetemple
  • 2. Who Am I?
    • Co-author of The Art of SEO
    • President of Stone Temple Consulting
      • 25+ person SEO and PPC firm
    • Trainer for Instant E-Training
    • Founder of Web Site Publishing Companies
      • Publish web sites, grow them, then sell them
      • 2 significant exits so far
    • On Twitter: @stonetemple
  • 3. E-Commerce Catalog @stonetemple
  • 4. Accessing the Products @stonetemple
  • 5. Article Pagination @stonetemple
  • 6. Into Multiple Pages @stonetemple
  • 7. A Lot of People Do Not Like It @stonetemple
  • 8. But Sometimes Articles Are Really Long @stonetemple
  • 9. Faceted Navigation Example @stonetemple
  • 10. Overview of the Costs
    • Wasted crawl budget
    • Wasted link juice
    • Example:
      • 1000 product category pages
      • Average of 5 paginated pages per product category
    @stonetemple
  • 11. Chances are …
    • that these pages will never rank:
    @stonetemple
  • 12. Calculating Pagination Costs @stonetemple
  • 13. Wasted Crawl Budget @stonetemple
  • 14. Wasted Link Juice @stonetemple
  • 15. Faceted Navigation Costs @stonetemple
  • 16. Wasted Crawl Budget @stonetemple
  • 17. Waste of Link Juice @stonetemple
  • 18. Why is the Link Juice Wasted? @stonetemple
  • 19. Paginated pages often seen as poor quality No Unique Value Add to this Page @stonetemple
  • 20. Deep Site Architectures Problematic 1 2 3 4 Is something 4 clicks from the home page important? @stonetemple
  • 21. Flat Site Architectures Better … 1 2 @stonetemple
  • 22. Enter: The Bear Google Released Panda on February 23, 2011 User Engagement Is a Ranking Factor @stonetemple
  • 23. Search Results Interaction @stonetemple
  • 24. Intitle:“Women’s shoes" 42,000,000 Results! @stonetemple
  • 25. Traditional Solutions @stonetemple
  • 26. Reduce level of pagination Put more content on each page e.g. 50 products per page instead of 20 @stonetemple
  • 27. Less Waste of Crawl Budget Down from 1250 @stonetemple
  • 28. Less Waste of Link Juice Down from 20% @stonetemple
  • 29. NoIndex 1 2 3 4 5 NoIndex @stonetemple
  • 30. NoIndex Code Sample
    • <head>
    • other head section stuff here ...
    • <meta name=&quot;robots&quot; content=&quot;noindex&quot; />
    • </head>
    @stonetemple
  • 31. Summary of NoIndex
    • Does eliminate “poor quality” pages problem
    • Does NOT save crawl budget
    • Does NOT save link juice
    • Products/Content on pages 2 to 5 are not in index
      • Can’t help bring you search traffic
    @stonetemple
  • 32. Rel= Canonical 1 2 3 4 5 @stonetemple
  • 33. Rel=Canonical Code Sample
    • <head>
    • other head section stuff here ...
    • <link rel=&quot;canonical&quot; href=&quot;http://www.yourdom.com/shoes/womens/view-all&quot;/>
    • </head>
    @stonetemple
  • 34. Summary of rel=canonical
    • Does not save crawl budget
    • Most likely conserves link juice
    • Not accurate, making search engine behavior unpredictable
    • Products in pages 2 to 5 are not in index
    • Suggestion, not a directive
    @stonetemple
  • 35. View All Pages Red Green Blue Yellow All Colors: Red, Green, Blue, Yellow @stonetemple
  • 36. Looks Something Like This to Users View All @stonetemple
  • 37. View All With Rel=canonical Red Green Blue Yellow All Colors: Red, Green, Blue, Yellow @stonetemple
  • 38. rel=canonical with View-All Page
    • Does not save crawl budget
    • Most likely conserves link juice
    • Accurate!
    • All products in the index
    • Suggestion, not a directive
    • View-All page may be slow to load
    • May offer a poor user experience
    @stonetemple
  • 39. Enter Rel=Next, Rel=Prev @stonetemple
  • 40. Rel=Next, Prev for an Article Rel=next Rel=next Rel=prev Rel=prev @stonetemple
  • 41. Rel=Next, Rel=Prev for Products Rel=next Rel=prev @stonetemple
  • 42. Rel=Next, Rel=Prev Code Sample
    • <head>
    • other head section stuff here ...
    • <link rel=&quot;next&quot; href=&quot;http://www.yoursite.com/products?prod=qwert&p=3&quot;/>
    • <link rel=&quot;prev&quot; href=&quot;http://www.yoursite.com/products?prod=qwert&p=1&quot;/>
    • </head>
    @stonetemple
  • 43. Summary of rel=next, rel=prev
    • Does not save crawl budget
    • Most likely conserves link juice
    • Accurate
    • Products in pages 2 to 5 are in index
    • Suggestion, not a directive
    @stonetemple
  • 44. Thank You!
    • Eric Enge
    • [email_address]
    • @stonetemple
    • (508) 485-7751
    • www.stonetemple.com
    • For a One Sheet SEO Checklist, email me, or drop off a business card
    @stonetemple