Pagination and SEO - Making it Easy

Pagination @stonetemple

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

E-Commerce Catalog @stonetemple

Accessing the Products @stonetemple

Article Pagination @stonetemple

Into Multiple Pages @stonetemple

A Lot of People Do Not Like It @stonetemple

But Sometimes Articles Are Really Long @stonetemple

Faceted Navigation Example @stonetemple

Overview of the Costs
Wasted crawl budget
Wasted link juice
Example:
1000 product category pages
Average of 5 paginated pages per product category
@stonetemple

Chances are …
that these pages will never rank:
@stonetemple

Calculating Pagination Costs @stonetemple

Wasted Crawl Budget @stonetemple

Wasted Link Juice @stonetemple

Faceted Navigation Costs @stonetemple

Wasted Crawl Budget @stonetemple

Waste of Link Juice @stonetemple

Why is the Link Juice Wasted? @stonetemple

Paginated pages often seen as poor quality No Unique Value Add to this Page @stonetemple

Deep Site Architectures Problematic 1 2 3 4 Is something 4 clicks from the home page important? @stonetemple

Flat Site Architectures Better … 1 2 @stonetemple

Enter: The Bear Google Released Panda on February 23, 2011 User Engagement Is a Ranking Factor @stonetemple

Search Results Interaction @stonetemple

Intitle:“Women’s shoes" 42,000,000 Results! @stonetemple

Traditional Solutions @stonetemple

Reduce level of pagination Put more content on each page e.g. 50 products per page instead of 20 @stonetemple

Less Waste of Crawl Budget Down from 1250 @stonetemple

Less Waste of Link Juice Down from 20% @stonetemple

NoIndex 1 2 3 4 5 NoIndex @stonetemple

NoIndex Code Sample
<head>
other head section stuff here ...
<meta name="robots" content="noindex" />
</head>
@stonetemple

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

Rel= Canonical 1 2 3 4 5 @stonetemple

Rel=Canonical Code Sample
<head>
<link rel="canonical" href="http://www.yourdom.com/shoes/womens/view-all"/>
</head>
@stonetemple

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

View All Pages Red Green Blue Yellow All Colors: Red, Green, Blue, Yellow @stonetemple

Looks Something Like This to Users View All @stonetemple

View All With Rel=canonical Red Green Blue Yellow All Colors: Red, Green, Blue, Yellow @stonetemple

rel=canonical with View-All Page
Accurate!
All products in the index
View-All page may be slow to load
May offer a poor user experience
@stonetemple

Enter Rel=Next, Rel=Prev @stonetemple

Rel=Next, Prev for an Article Rel=next Rel=next Rel=prev Rel=prev @stonetemple

Rel=Next, Rel=Prev for Products Rel=next Rel=prev @stonetemple

Rel=Next, Rel=Prev Code Sample
<head>
<link rel="next" href="http://www.yoursite.com/products?prod=qwert&p=3"/>
<link rel="prev" href="http://www.yoursite.com/products?prod=qwert&p=1"/>
</head>
@stonetemple

Summary of rel=next, rel=prev
Accurate
Products in pages 2 to 5 are in index
@stonetemple

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

Pagination and SEO - Making it Easy

by Eric Enge on Nov 20, 2011

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