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SMX Advanced 2012



       > Adam Audette
       > twitter.com/audette
A few SEO Clients
1. Pagination dos and don’ts

2. SEO for Faceted Navigations

3. Some rel canonical gotchas




                                 3
Pagination, Facets,
Canonicalization, oh my!
                           4
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
Pagination




             6
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
http://www.zales.com/family/index.jsp?cate
goryId=3045659


http://www.zales.com/family/index.jsp?cate
goryId=3045659&kpc=1&pg=2
site:zales.com inurl:pg=2
intitle:Diamond Engagement Rings -
Find Engagement Diamonds,
Engagement Jewelry, an Engagement
Diamond Ring and more from Zales.
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
Over 100 duplicate results
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
Noindex Pagination Method

                       p. 1

                       Fresh
                       Prince

    pp. 2           pp. 3         pp. 4

      • Hi-top        • Bel-Air     • One-
        fade                          strap
                                      overall




            (pages noindex, follow)
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
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
noindex, follow on pages
Rel prev/next Pagination Technique

                Annotations:
                • Pages 2-N annotated with rel next,
                  prev

 pp. 2-N        • pages 2-N self-referencing rel
                  canonical
Noindex Pagination Method


     p. 1


                 pp. 2-N
Rel prev/next Pagination Tactic


      p. 1


                              pp. 2-N
        [ rel prev / next ]
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
Conflicting signals with rel canonical &
rel prev/next
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
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
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)
More cool methods!




                     28
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
Googlebot gets the
 first ~500 words
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
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
Recommendations


> Two more options:
   Append parameters to the URL with a hash (#)
   Progressive rendering as user scrolls




                                                   35
Faceted Navigation




                     36
http://www.jpcycles.com/motorcycle-brake-
calipers-and-kits
http://www.jpcycles.com/motorcycle-brake-
calipers-and-kits?N=36367
http://www.jpcycles.com/motorcycle-brake-
calipers-and-kits?N=36367
http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-kits
http://www.jpcycles.com/motorcycle-
parts/brembo/brake-calipers-and-
kits?N=36371+28004518
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
Downsides:

 •   Solves nothing for decreasing
     crawl overheads

 •   Labor intensive and error prone


                                       43
Canonical Action!




                    44
These are not the URLs you’re looking for.
http://www.llbean.com/llb/shop/590?nav=gnro-hp
http://www.llbean.com/llb/shop/590?nav=gnro-hp
http://www.llbean.com/llb/shop/51909?feat=590-GN1
http://www.llbean.com/llb/shop/51909?feat=590-GN1
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
SEO for Pagination, Faceted Navigation & Canonicalization - Hits and Misses
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
Thank you!




Adam Audette
aaudette@rimmkaufman.com
twitter.com/audette

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Editor's Notes

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