Pagination: Where would we be without it? If you’re running an e-commerce site of virtually any size, you almost certainly use pagination to organize your products. From e-commerce giants like Amazon and eBay to smaller niche brands, pagination is an essential component for both user experience and for search engines.
Aside from e-commerce, pagination is used in a variety of ways to help users navigate large amounts of data on a website and to help search engines better understand those sites. Examples where pagination is used include:
If you’re not quite sure what pagination is, it’s basically a connected series of pages with similar products or information, grouped together for ease of navigation.
For example, there may be 1,000 different men’s jeans in a category. Rather than displaying a long list of 1,000 products on a single page, pagination breaks them up into a series of numbered pages containing maybe 25 or 50 products each.
When it comes to pagination and search engines, it’s important to get canonicalization and a few other technical details right. Small to mid-size companies may have thousands of products or pages, and enterprise giants often have millions.It's critical to set up website pagination correctly to not confuse search engines.Click To Tweet
To ensure that search engines can properly crawl through to discover your product display pages (PDPs) and high-quality content, you need correct canonicalization and rel=prev/next tags set up to coordinate with each other. Take care that these tags don’t conflict—i.e. that your canonical link does not point to your root paginated page, while your rel=prev/next tags point to pages in the series.
Here’s a handy list of best practices for pagination and SEO, which I’ll cover in more detail below:
A common question is whether a canonical link in a paginated series should point to the root page (i.e. the first page in your paginated series), or self-canonical to each individual page in the series. The simple answer is that each page in your paginated series should have a self-canonical link setup (so don’t have every page in the pagination sequence point to the first page with their canonicals!).Should canonical links in website pagination all point to the first page? Find out!Click To Tweet
Here’s how your canonical tags should look:
Continue the above pattern of canonical links on each page in your paginated series. Whether you have just two pages or 200, this simple pattern will help search engines like Google better understand your paginated pages.
Adding a canonical tag to your paginated pages is basically telling Google, “Hey, all these similar-looking pages are actually unique and valuable.”
Keep in mind that your paginated pages need to be unique and valuable, with unique products and/or content on each page. You shouldn’t have pages and pages of virtually identical content with minor variations, and expect Google to index (let alone rank) those pages.
The next critical step in pagination and canonicalization is the use of rel=prev/next tags. Google initiated the use of these tags back in 2011, “to indicate the relationship between component URLs in a paginated series.” In other words, to help Google better understand your paginated series of pages, include rel=prev/next tags like this:
Be sure that on page 1, your rel=next tag points to page 2, and that on page 2, you have both a rel=next tag for page 3 and another rel=prev tag pointing back to page 1. This pattern of having both rel=next and rel=prev tags continues until the final page in your series, which only has a single rel=prev tag on it, pointing to your next-to-last page.
Another factor to consider is Google’s Mobile First index. To be sure your m-dot (m.mydomain.com) mobile implementation is fully crawlable, your rel=prev/next tags should be available on the m-dot version of your site as well.
For the greatest opportunity to get your pages crawled and indexed in search engines (and ultimately to help drive more traffic to your pages), you should combine the use of pagination with canonical and the rel=prev/next tags. It’s critical that these tags work together, and that they aren’t in conflict.To maximize SEO for web pagination use canonical linking and rel=next/prev in combination.Click To Tweet
As mentioned earlier, don’t put a canonical link back to your root page on all your paginated pages, because this would essentially tell Google that there’s only one page it should concern itself with. Even if you’re adding the correct rel=next/prev tags, but you’re getting the canonical link wrong, Google will likely have trouble, because the tags would send conflicting signals.
Here’s what a correct implementation should look like:
Each page has a self-referencing canonical tag, and each page also has the appropriate rel=prev/next tags setup.
In the last few years, infinite scroll techniques have allowed users to scroll through lists of information without needing to click through to the next page. This technique can work well from a user perspective, but it does require added consideration to ensure search engines like Google can access all the available pages.
To help developers and webmasters better understand an SEO-friendly infinite scroll implementation, Google’s Webmaster Central Blog published Infinite scroll search-friendly recommendations in 2014. John Mueller also put together this demo of how infinite scroll should be set up, so that Google can crawl and index your content.
Once you have taken all the technical aspects of SEO-friendly pagination into consideration, review your setup. Check Google Search Console to make sure Google is indexing the pages in your paginated lists. Manually click through your paginated links, checking that they work and render properly in HTML, with the appropriate canonical and rel= tags setup.
There are quite a few details you’ll need to get right, but once you do, your webpages will stand a much better chance of being fully indexed and ranked properly.