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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.

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Pagination and SEO - Making it Easy

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

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