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Pagination and SEO - Making it Easy
 

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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    Pagination and SEO - Making it Easy Pagination and SEO - Making it Easy Presentation Transcript

    • 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=&quot;robots&quot; content=&quot;noindex&quot; />
      • </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>
      • other head section stuff here ...
      • <link rel=&quot;canonical&quot; href=&quot;http://www.yourdom.com/shoes/womens/view-all&quot;/>
      • </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
      • 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
    • 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>
      • 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
    • 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
    • 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