The State of the Web: Pagination and Infinite Scroll
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The document discusses the effectiveness of pagination versus infinite scroll in web development, focusing on SEO implications. It highlights that paginated pages should have unique URLs, be crawlable, and indexed correctly to optimize search visibility. Additionally, the text emphasizes the importance of internal linking and pagination management to reduce click depth and improve crawl efficiency.
The State of the Web: Pagination and Infinite Scroll
- 1. SLIDESHARE.NET/DEEPCRAWL STATE OF THE WEB: PAGINATION AND INFINITE SCROLL ADAM GENT // DeepCrawl // @Adoubleagent
- 2. @Adoublegent brightonSEO Web development practices which divides content across multiple pages (components). Navigate using links. Pagination https://en.wikipedia.org/wiki/Pagination
- 3. @Adoublegent brightonSEO Web development practices which divides content across multiple pages (components). Navigate by scrolling. Infinite Scroll https://www.nngroup.com/articles/infinite-scrolling/
- 4. @Adoublegent brightonSEO How search-friendly is pagination and infinite scroll on the web?
- 5. @Adoublegent brightonSEO SEO friendly Excluded150 websites
- 6. @Adoublegent brightonSEO That’s a nice SEO test.. …it would be a shame… ..if someone… ...messed it up.
- 7. @Adoublegent brightonSEO “It's been the case for quite some time now that we don't use the rel=next and rel=previous.” John Mueller, Webmaster Trends Analyst at Google
- 9. @Adoublegent brightonSEO THAT’S SO UNFAIR!
- 10. @Adoublegent brightonSEO SEO info all out of date!
- 11. @Adoublegent brightonSEO How to optimize and manage pagination (post rel=next and rel=prev)?
- 12. @Adoublegent brightonSEO How do Google’s systems handle pagination?
- 13. @Adoublegent brightonSEO https://www.example.com/category <link rel="next" href="http://www.example.com/category?page=2" /> https://www.example.com/page?=2 <link rel="next" href="http://www.example.com/category?page=3" /> <link rel=“prev" href="http://www.example.com/category" /> https://www.example.com/page?=3 <link rel=“prev" href="http://www.example.com/category?page=2" /> https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html Previously
- 14. @Adoublegent brightonSEO Consolidate divided pages into one piece of content in Google’s index. 1 2 3 4 https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html (Past).
- 15. @Adoublegent brightonSEO Help Google choose the most relevant page for queries (usually first page). 1 2 3 4 https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html
- 16. @Adoublegent brightonSEO “We don’t treat pagination differently. We treat them as normal pages.” John Mueller, Webmaster Trends Analyst at Google, https://www.deepcrawl.com/blog/news/google- webmaster-hangout-notes-march-22nd-2019/#link8
- 17. @Adoublegent brightonSEO New: Paginated pages are indexed separately. 1 2 3 4
- 19. @Adoublegent brightonSEO Why does it matter how Google treats pagination?
- 20. @Adoublegent brightonSEO Pagination provides access points
- 21. @Adoublegent brightonSEO Result of SEO basics when ignored on pagination redesign.
- 22. @Adoublegent brightonSEO We need to go back to SEO basics.
- 23. @Adoublegent brightonSEO Search-friendly criteria: 1. Paginated pages use unique URLs 2. Pagination includes crawlable internal links 3. Paginated pages are indexable 4. Paginated pages have unique content 5. Paginated pages have rel=next and rel=prev
- 24. @Adoublegent brightonSEO SEO friendly Excluded150 websites UPDATED criteria
- 25. @Adoublegent brightonSEO I can’t cover everything I found…
- 26. @Adoublegent brightonSEO …of pagination tested did not meet basic search-friendly criteria.
- 27. @Adoublegent brightonSEO Pagination Lazy load Infinite Scroll
- 28. @Adoublegent brightonSEO …of sites with infinite scroll and lazy load did not meet basic search-friendly criteria.
- 29. @Adoublegent brightonSEO CrawlabilityInternal Links Indexability
- 31. @Adoublegent brightonSEO Understand the importance of pagination in the internal link structure.
- 32. @Adoublegent brightonSEO@Adoublegent brightonSEO Link architecture and click depth https://moz.com/blog/site-architecture-for-seo
- 33. @Adoublegent brightonSEO@Adoublegent brightonSEO “Clicks from the home page helps Google understand which pages are important.” John Mueller, Webmaster Trends Analyst at Google https://www.searchenginejournal.com/google-click-depth-matters- seo-url-structure/256779/
- 34. @Adoublegent brightonSEO@Adoublegent brightonSEO PageRank dampening factor Less and less PageRank is passed to each level as it has to pass through more nodes (pages). PageRank is passed from category to paginated pages but decays due to dampening factor. 10 8.5 1.8 1.8 0.38 0.38 https://blog.majestic.com/company/understanding-googles-algorithm-how-pagerank-works/
- 35. @Adoublegent brightonSEO@Adoublegent brightonSEO Pagination adds click depth
- 36. @Adoublegent brightonSEO@Adoublegent brightonSEO …for websites using pagination, infinite scroll and lazy load web-designs in crawl data. Avg. Click Depth: 18
- 37. @Adoublegent brightonSEO@Adoublegent brightonSEO How Site Pagination and Click Depth Affect SEO
- 38. @Adoublegent brightonSEO@Adoublegent brightonSEO Stepping by two pages, Previous and Next
- 39. @Adoublegent brightonSEO@Adoublegent brightonSEO Step by one plus, first and last, next/prev links
- 40. @Adoublegent brightonSEO Review your internal link schemes on pagination, infinite scroll and lazy load to reduce click depth.
- 41. @Adoublegent brightonSEO@Adoublegent brightonSEO Reduce click depth with internal linking
- 42. @Adoublegent brightonSEO@Adoublegent brightonSEO An SEO’s guide to site architecture
- 44. @Adoublegent brightonSEO Important paginated pages which provide access points to deeper level pages should be indexable.
- 45. @Adoublegent brightonSEO Excluded URLs IndexIndexingParser Content extraction Canonicalization, soft 404 errors, noindex, etc. Google-selected canonical URLs are indexed Duplicate content, noindex, 4xx errors, redirects, URL not selected as canonical, etc.
- 46. @Adoublegent brightonSEO Long term excluded pages internal links are not followed and dropped from index. https://www.seroundtable.com/google-long-term-noindex- follow-24990.html
- 47. @Adoublegent brightonSEO Excluding paginated pages from the index will remove internal linking and can create orphaned pages.
- 48. @Adoublegent brightonSEO Avoid using rel=canonical and noindex on important paginated pages.
- 49. @Adoublegent brightonSEO@Adoublegent brightonSEO Pagination URLs included Total URLs 62,072 Pagination URLs excluded Total URLs 26,125 Identify pagination dependencies
- 51. @Adoublegent brightonSEO Make sure paginated pages have unique URLs and can be discovered by crawlable links.
- 52. @Adoublegent brightonSEO “Without your pages’ URLs, our systems cannot crawl, index, and ultimately present your information in Search.” Google Developer Search documentation https://developers.google.com/search/docs/guides/intro- indexing
- 53. @Adoublegent brightonSEO@Adoublegent brightonSEO …of pagination mapped unique URLs to paginated pages when tested.
- 54. @Adoublegent brightonSEO Used fragment identifiers (#) in pagination. Search engines can’t crawl content after the #.
- 55. @Adoublegent brightonSEO “Google can follow links only if they are an <a> tag with an href attribute.” Google Search Console Help document https://support.google.com/webmasters/answer/9112205
- 56. @Adoublegent brightonSEO@Adoublegent brightonSEO …of pagination did not use crawlable links to paginated pages when tested.
- 57. @Adoublegent brightonSEO Designs did not use anchor links with href
- 58. @Adoublegent brightonSEO Anchor links used event scripts in href.
- 59. @Adoublegent brightonSEO How to optimize and manage pagination (post rel=next and rel=prev)?
- 60. @Adoublegent brightonSEO Understand the basics of how search works.
- 61. @Adoublegent brightonSEO@Adoublegent brightonSEO Think about internal linking and pagination.
- 62. @Adoublegent brightonSEO@Adoublegent brightonSEO Test. Test. Test again.
- 63. @Adoublegent brightonSEO A technical SEOs guide to pagination (post rel=next and rel=prev) <link rel=“next” href=“ https://www.deepcrawl.com/knowledge/technical-seo- library/pagination-seo-guide/”>
- 64. @Adoublegent brightonSEO The state of the web: Pagination and infinite scroll on the web <link rel=“next” href=“Published Soon”>
- 65. @Adoublegent brightonSEO May the test be with you! Any questions? Send me a Tweet. @Adoublegent