SEO Pagination - The Ultimate Guide (aka "Gettin' Jiggy Wit It")

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My presentation at SMX West 2012.

Gettin' Jiggy Wit It - the Ultimate Guide to Pagination for SEO

Covers:

- rel next / prev
- rel canonical
- meta robots noindex
- view all pages
- and more!

Shows how to deal with different scenarios and makes recommendations for each situation.


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  • Specify which tasks to report onHighly customizable crawl configuration
  • Specify which tasks to report onHighly customizable crawl configuration
  • SEO Pagination - The Ultimate Guide (aka "Gettin' Jiggy Wit It")

    1. 1. The Ultimate Guide to Pagination for SEO SMX West 2012> Adam Audette> @audettePresident, RKGwww.rimmkaufman.com
    2. 2. Pagination: Gettin’ Jiggy With It 2
    3. 3. 3 Ways to Get Jiggy> Classic SEO Pagination technique  Page 1 is canonical  Component pages noindex> View All technique  Elegant  Hard to get implemented> The “Fresh” method  rel next / prev  Assorted other signals
    4. 4. Classic Pagination Method> Primary Goals  Surface only page 1 in results (the canonical)  Control inbound SEO experience (as much as possible)  Items/products on component pages get crawled
    5. 5. Secondary goal: get jiggy
    6. 6. Classic 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
    7. 7. Classic Pagination Method p. 1 Fresh Prince pp. 2 pp. 3 pp. 4 • Hi-top • Bel-Air • One- fade strap overall
    8. 8. Classic Pagination Method p. 1 pp. 2-N
    9. 9. Classic Pagination Method> Results  Page 1 is displayed as the ranking URL in results  Component pages get crawled; but equity is not directly passed to canonical  Component pages in series get crawled but not indexed, therefore don’t compete with page 1
    10. 10. Result? Pretty jiggy!
    11. 11. View All Pagination Tactic> Goals  Surface only the View All page in results  Consolidate scoring signals to View All
    12. 12. 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
    13. 13. View All Pagination Tactic View All pp. 2-N
    14. 14. View All Pagination Tactic> Results  View All is displayed as the ranking URL in results  Component pages transfer scoring signals to View All  High-quality View All pages (if fast) can perform well
    15. 15. Result? Nerdier Than Carlton
    16. 16. Side Note: View Alls> Challenges  View All pages must be fast (≤ 3 seconds to load)  Big sites (esp. ecomm) sometimes dislike them (see above)  … but users love them! (if they’re fast)
    17. 17. “Fresh” Pagination Tactic> Goals  Surface only page 1 in results (the canonical)  Control inbound SEO experience (as much as possible)  Consolidate scoring signals to canonical
    18. 18. Secondary goal: even more jiggy
    19. 19. “Fresh” Pagination Requirements Annotations: • Pages 2-N annotated with rel next, prev pp. 2-N • pages 2-N self-referencing rel canonical • pages 2-N contain unique titles, URLs, and meta data • (Optional) pages 2-N annotated with noindex, follow
    20. 20. “Fresh” Pagination Tactic p. 1 pp. 2-N [ rel prev / next ]
    21. 21. Result? Jiggy’est of all
    22. 22. “Fresh” Pagination Tactic> Results  Page 1 is displayed as the ranking URL in results  Rel prev / next consolidate signals across the series  rel canonical (self-referencing only) pulls any URL dupes  (Optional) noindex, follow pulls component pages from results
    23. 23. Side Note on Gettin’ Fresh> Important to 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
    24. 24. Another Side Note> Big innovations at Google Search Quality?  rel next/prev is a “…strong hint for Google to identify the series of pages and still surface a component page in results.”  Note rel=alternate hreflang=x  Google uses these new tools to consolidate signals and still make decisions about surfacing URLs in search results at search time
    25. 25. 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 in at least 3 seconds 27
    26. 26. Recommendations> When View All isn’t an option  Use the rel prev/next method to consolidate signals across the series  Advantage over Classic method which relied on noindex to keep out of index but get equity through the crawl  Use self-referencing rel canonical  (Optional) Use noindex 28
    27. 27. The Freshest!
    28. 28. Thank you!Adam Audette@audetteaaudette@rimmkaufman.com

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