The State of the Web: Pagination and Infinite Scroll

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SLIDESHARE.NET/DEEPCRAWL
STATE OF THE WEB:
PAGINATION AND INFINITE SCROLL
ADAM GENT // DeepCrawl //
@Adoubleagent

@Adoublegent brightonSEO
Web development
practices which divides
content across multiple
pages (components).
Navigate usin...

@Adoublegent brightonSEO
Web development
practices which divides
content across multiple
pages (components).
Navigate by s...

@Adoublegent brightonSEO
How search-friendly is pagination
and infinite scroll on the web?

@Adoublegent brightonSEO
SEO friendly Excluded150 websites

@Adoublegent brightonSEO
That’s a nice SEO test.. …it would be a shame…
..if someone… ...messed it up.

@Adoublegent brightonSEO
“It's been the case for quite
some time now that we
don't use the rel=next and
rel=previous.”
Joh...

@Adoublegent brightonSEO
SEO
community.

@Adoublegent brightonSEO
THAT’S SO UNFAIR!

@Adoublegent brightonSEO
SEO info all
out of date!

@Adoublegent brightonSEO
How to optimize and manage
pagination (post rel=next and rel=prev)?

@Adoublegent brightonSEO
How do Google’s systems
handle pagination?

@Adoublegent brightonSEO
https://www.example.com/category
<link rel="next" href="http://www.example.com/category?page=2" /...

@Adoublegent brightonSEO
Consolidate divided pages into one
piece of content in Google’s index.
1 2 3 4
https://webmasters...

@Adoublegent brightonSEO
Help Google choose the most relevant
page for queries (usually first page).
1 2 3 4
https://webma...

@Adoublegent brightonSEO
“We don’t treat pagination
differently. We treat them
as normal pages.”
John Mueller, Webmaster T...

@Adoublegent brightonSEO
New: Paginated pages are indexed separately.
1 2 3 4

@Adoublegent brightonSEO

@Adoublegent brightonSEO
Why does it matter how
Google treats pagination?

@Adoublegent brightonSEO
Pagination provides access points

@Adoublegent brightonSEO
Result of SEO basics when ignored
on pagination redesign.

@Adoublegent brightonSEO
We need to go back
to SEO basics.

@Adoublegent brightonSEO
Search-friendly criteria:
1. Paginated pages use unique URLs
2. Pagination includes crawlable int...

@Adoublegent brightonSEO
SEO friendly Excluded150 websites
UPDATED criteria

@Adoublegent brightonSEO
I can’t cover everything I found…

@Adoublegent brightonSEO
…of pagination tested did not meet
basic search-friendly criteria.

@Adoublegent brightonSEO
Pagination Lazy load Infinite Scroll

@Adoublegent brightonSEO
…of sites with infinite scroll and lazy load
did not meet basic search-friendly criteria.

@Adoublegent brightonSEO
CrawlabilityInternal Links Indexability

@Adoublegent brightonSEO
Link Architecture

@Adoublegent brightonSEO
Understand the importance of pagination
in the internal link structure.

@Adoublegent brightonSEO@Adoublegent brightonSEO
Link architecture and click depth
https://moz.com/blog/site-architecture-...

@Adoublegent brightonSEO@Adoublegent brightonSEO
“Clicks from the home page
helps Google understand
which pages are import...

@Adoublegent brightonSEO@Adoublegent brightonSEO
PageRank dampening factor
Less and less PageRank is
passed to each level ...

@Adoublegent brightonSEO@Adoublegent brightonSEO
Pagination adds click depth

@Adoublegent brightonSEO@Adoublegent brightonSEO
…for websites using pagination, infinite scroll
and lazy load web-designs...

@Adoublegent brightonSEO@Adoublegent brightonSEO
How Site Pagination and Click Depth Affect SEO

@Adoublegent brightonSEO@Adoublegent brightonSEO
Stepping by two pages, Previous and Next

@Adoublegent brightonSEO@Adoublegent brightonSEO
Step by one plus, first and last, next/prev links

@Adoublegent brightonSEO
Review your internal link schemes on
pagination, infinite scroll and lazy load to
reduce click de...

@Adoublegent brightonSEO@Adoublegent brightonSEO
Reduce click depth with internal linking

@Adoublegent brightonSEO@Adoublegent brightonSEO
An SEO’s guide to site architecture

@Adoublegent brightonSEO
Indexability

@Adoublegent brightonSEO
Important paginated pages which provide
access points to deeper level pages should
be indexable.

@Adoublegent brightonSEO
Excluded
URLs
IndexIndexingParser
Content
extraction
Canonicalization,
soft 404 errors,
noindex, ...

@Adoublegent brightonSEO
Long term excluded pages internal links
are not followed and dropped from index.
https://www.sero...

@Adoublegent brightonSEO
Excluding paginated
pages from the index
will remove internal
linking and can create
orphaned pag...

@Adoublegent brightonSEO
Avoid using rel=canonical and noindex on
important paginated pages.

@Adoublegent brightonSEO@Adoublegent brightonSEO
Pagination URLs included
Total URLs 62,072
Pagination URLs excluded
Total...

@Adoublegent brightonSEO
Crawlability

@Adoublegent brightonSEO
Make sure paginated pages have unique
URLs and can be discovered by crawlable
links.

@Adoublegent brightonSEO
“Without your pages’ URLs,
our systems cannot crawl,
index, and ultimately
present your informati...

@Adoublegent brightonSEO@Adoublegent brightonSEO
…of pagination mapped unique URLs to
paginated pages when tested.

@Adoublegent brightonSEO
Used fragment identifiers (#) in pagination.
Search engines can’t
crawl content after the #.

@Adoublegent brightonSEO
“Google can follow links
only if they are an <a> tag
with an href attribute.”
Google Search Conso...

@Adoublegent brightonSEO@Adoublegent brightonSEO
…of pagination did not use crawlable links to
paginated pages when tested.

@Adoublegent brightonSEO
Designs did not use anchor links with href

@Adoublegent brightonSEO
Anchor links used event scripts in href.

@Adoublegent brightonSEO
How to optimize and manage
pagination (post rel=next and rel=prev)?

@Adoublegent brightonSEO
Understand the basics
of how search works.

@Adoublegent brightonSEO@Adoublegent brightonSEO
Think about internal
linking and pagination.

@Adoublegent brightonSEO@Adoublegent brightonSEO
Test. Test. Test again.

@Adoublegent brightonSEO
A technical SEOs guide to pagination
(post rel=next and rel=prev)
<link rel=“next” href=“ https:/...

@Adoublegent brightonSEO
The state of the web:
Pagination and infinite scroll on the web
<link rel=“next” href=“Published ...

@Adoublegent brightonSEO
May the test be with you!
Any questions? Send me a Tweet.
@Adoublegent

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