Thank U (Rel) Next - State of Retail Pagination 1Y Later - Orit Mut...

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Thank U (Rel) Next –
State of Retail Pagination
1Y Later*
Orit Mutznik // SilkFred
SLIDESHARE.NET/OritMutznikSEO
@ORITSIMU

About me
• Heading SEO for SilkFred.com Since 2018
• In SEO since 2008
• Trilingual: 🇦🇷Hola 🇮🇱 ‫🇧🇬שלום‬Hello
• Search Auth...

About Today’s Talk
1. SilkFred Pagination Case Study
2. State of Pagination 2020 Research Findings
(Women’s Fashion, UK)
3...

Grab my slides here so you don’t miss
a thing :)
bit.ly/ecom-pagination
(Real) Reviews:
⭐⭐⭐⭐⭐”It's awesome!” - John Muelle...

Part I:
SilkFred Pagination Case
Study

About Me - As the 1st in-house SEO
Image credits: SilkFred.com @oritsimu #brightonseo
I had my work cut out for me

69% Of Our Website Was Non-
Indexable
Products existing only in our pagination
Source: DeepCrawl,
SilkFred
@oritsimu #brig...

March 21, 2019: Rel Next Prev
Deprecation
Source: Twitter
@oritsimu #brightonseo

I took it well
Source: Giphy
@oritsimu #brightonseo

BrightonSEO, April 2019:
ME, Live slacking to the devs:
Source: Giphy
BrightonSEO April 2019, The State of SEO Friendly Pa...

Quick recap of Adam’s Findings:
@oritsimu #brightonseo
● Analysis of pagination practices for 150 Alexa top
500 sites
● 65...

Hey Google, what are we supposed
to do now?
Source: Giphy
@oritsimu #brightonseo
It’s been 18 months since the rel next pr...

What DO We Have?
JohnMu: “I’d also recommend making sure the
pagination pages can kind of stand on their own.”
Google Webm...

Our Benchmark - May 2019
@oritsimu #brightonseo
Canonicalisation Main
URL structure #? (CSR JS)
Crawlability NO
Indexabili...

One Year Later - May 2020
@oritsimu #brightonseo
Canonicalisation Self
URL structure /page/2 (SSR JS)
Crawlability Yes
Ind...

One Year Later+ - May 2020
@oritsimu #brightonseo
SEO & UX Join Forces
Before
After

Applause to Self & Devs
So the new pagination was
released and we lived happily
ever after in indexability heaven.
Did we ...

*Narrator: She was about to learn
that she was not done*
Source:
Memegenerator.net
@oritsimu #brightonseo

Post Release Pagination Issues:
Source:
Memegenerator.net
@oritsimu #brightonseo
● 1st iteration of new pagination was via...

But the biggest challenge of all
John: Maybe you went from too
deep to too flat?😭
“If everything is a few clicks away,
the...

Me:
Source: Giphy
@oritsimu #brightonseo

Have not achieved perfection yet,
but we did achieve:
1. Growth across the board
2. “Flat” hierarchy enables new products ...

Part II:
State of Pagination 2020
Research Findings
(Women’s Fashion, UK)
How did the rel next prev deprecation impact the...

First, Why Not Ask Them?
Source: Twitter
@oritsimu #brightonseo

Pagination Research Methodology
1. Crawled & reviewed the top 150 Women’s Fashion
Retailers in the UK: JS Enabled vs Disab...

The Search Friendly Pagination Criteria,
My 2020 Edition
1. URL Uniqueness:
/category-page?page=2 or /category-page/page2 ...

Research Goal:
To determine who also saw this as an opportunity
to improve product accessibility, indexability and
website...

Researched Brands by Size
*By SEMRush (Market Explorer, Competitors tab etc)
From a search visibility point of view, it’s ...

How many still have rel=next/prev in their
code?
Though most have removed it, it’s evident that the SEO
community is divid...

The most popular types of pagination
used by UK’s top women’s fashion
retailers
@oritsimu #brightonseo

About indexability
Here’s a reminder of what makes a page indexable, i.e “stand
on its own”
✅Self canonical (or no canonic...

Canonical to Self Wins🎉
MainSelf
@oritsimu #brightonseo

For UK women’s fashion retailers
canonical to main wins🤔
@oritsimu #brightonseo

What does Google Say about
Canonicals?
“Specifying a rel=canonical from page 2 (or any) to page 1
is not correct use of re...

What does Google Say about
Canonicals?
“Anything that is only contained on the non-canonical
versions will not be used for...

If pagination is deindexed: Are
products in sitemap enough?
@oritsimu #brightonseo
“Using a sitemap doesn't guarantee that...

Indexability Per Pagination Type
Despite the existence of Google guidelines for SEO-
friendly Inifinite Scroll Sites from ...

Total Indexable vs Non-indexable
64% of UK’s leading women’s fashion brands opt for their
pagination not to be discovered ...

Some brands want to make sure
pagination is deindexed...
@oritsimu #brightonseo

What about noindex follow?
If I noindex follow the pagination, surely Google will
crawl the links in the paginated pages b...

18% of sites noindex follow
their pagination
Noindex and follow is essentially kind of the same as a
noindex, nofollow.”
–...

But obviously, index follow is not
enough
@oritsimu #brightonseo

Indexability aside, what about
crawlability?
@oritsimu #brightonseo

What’s standing in the way of
crawlability? 100% JS Related Issues
@oritsimu #brightonseo

But hasn’t Google advanced
significantly in its JS rendering?
1. Not all crawlers are able to process JS successfully or
i...

But hasn’t Google advanced
significantly in its JS rendering?
👉Why waste Googlebot’s time forcing the door
open, when you ...

Part III:
What’s Changed Since
March 2020?
(Besides everything…)

Good News: SEO friendly pagination
is on the rise
@oritsimu #brightonseo
● SEO friendly
pagination has
increased by 23%
si...

Good News: Brands using permanent
urls on pagination are on the rise
@oritsimu #brightonseo

Good News: Brands are catching on
to (pagination) canonical best
practices
@oritsimu #brightonseo

Death to IS?
Brands seem to be abandoning infinite
scroll the most
@oritsimu #brightonseo

This is consistent with the growth in
the number of brands implementing IS
badly
@oritsimu #brightonseo

Other News
@oritsimu #brightonseo
1. The number of brands adding “noindex follow” to their
pagination has increased by 20%...

Why?
@oritsimu #brightonseo
1. Add rel next previous to a pagination blocked by
robots
2. Change canonical to self but add...

The Conclusion Remains:
👉64% of women’s fashion brands in the UK do
not meet the search-friendly pagination criteria 👈
Con...

Part IV:
Tips & Resources For
Search Engine Friendly
Pagination

My tips to getting started with SEO
Friendly Pagination
1. Ask (crawl) yourself: Is there something unique that
only lives...

My tips to getting started with SEO
Friendly Pagination
2. Know how your website is inner linked
Are all of your products ...

My tips to getting started with SEO
Friendly Pagination
3. How do you build a strong business case?
A simple crawl can hel...

My tips to getting started with SEO
Friendly Pagination
4. Always think JS-disabled
Reminder: Not all SEs can crawl & rend...

My tips to getting started with SEO
Friendly Pagination
5. This might not be applicable to all industries
If making pagina...

Useful Pagination Resources
1. The State of Pagination & Infinite Scroll - BrightonSEO April 2019 - Adam Gent
2. The State...

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