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SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses

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SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses

Deck from SMX Advanced 2012 panel with Vanessa Fox and Maile Ohye.

Published in: Technology, Business

SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses

  1. 1. SMX Advanced 2012 > Adam Audette > twitter.com/audette
  2. 2. A few SEO Clients
  3. 3. 1. Pagination dos and don’ts2. SEO for Faceted Navigations3. Some rel canonical gotchas 3
  4. 4. Pagination, Facets,Canonicalization, oh my! 4
  5. 5. Pagination 6
  6. 6. http://www.zales.com/family/index.jsp?categoryId=3045659http://www.zales.com/family/index.jsp?categoryId=3045659&kpc=1&pg=2
  7. 7. site:zales.com inurl:pg=2intitle:Diamond Engagement Rings -Find Engagement Diamonds,Engagement Jewelry, an EngagementDiamond Ring and more from Zales.
  8. 8. Over 100 duplicate results
  9. 9. Noindex Pagination Method p. 1 Fresh Prince pp. 2 pp. 3 pp. 4 • Hi-top • Bel-Air • One- fade strap overall (pages noindex, follow)
  10. 10. 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
  11. 11. noindex, follow on pages
  12. 12. Rel prev/next Pagination Technique Annotations: • Pages 2-N annotated with rel next, prev pp. 2-N • pages 2-N self-referencing rel canonical
  13. 13. Noindex Pagination Method p. 1 pp. 2-N
  14. 14. Rel prev/next Pagination Tactic p. 1 pp. 2-N [ rel prev / next ]
  15. 15. Conflicting signals with rel canonical &rel prev/next
  16. 16. 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
  17. 17. 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
  18. 18. 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)
  19. 19. More cool methods! 28
  20. 20. Googlebot gets the first ~500 words
  21. 21. 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
  22. 22. 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
  23. 23. Recommendations> Two more options:  Append parameters to the URL with a hash (#)  Progressive rendering as user scrolls 35
  24. 24. Faceted Navigation 36
  25. 25. http://www.jpcycles.com/motorcycle-brake-calipers-and-kits
  26. 26. http://www.jpcycles.com/motorcycle-brake-calipers-and-kits?N=36367
  27. 27. http://www.jpcycles.com/motorcycle-brake-calipers-and-kits?N=36367
  28. 28. http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits
  29. 29. http://www.jpcycles.com/motorcycle-parts/brembo/brake-calipers-and-kits?N=36371+28004518
  30. 30. 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
  31. 31. Downsides: • Solves nothing for decreasing crawl overheads • Labor intensive and error prone 43
  32. 32. Canonical Action! 44
  33. 33. These are not the URLs you’re looking for.
  34. 34. http://www.llbean.com/llb/shop/590?nav=gnro-hp
  35. 35. http://www.llbean.com/llb/shop/590?nav=gnro-hp
  36. 36. http://www.llbean.com/llb/shop/51909?feat=590-GN1
  37. 37. http://www.llbean.com/llb/shop/51909?feat=590-GN1
  38. 38. 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
  39. 39. Thank you!Adam Audetteaaudette@rimmkaufman.comtwitter.com/audette

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