Guide: How to Optimize Pagination Pages?


Guide: How to Optimize Pagination Pages?

The development and output of content requires a competent approach to separation and placement. Page navigation (pagination) is an important component of the usability of the site and application. From the point of view of SEO, incorrect work with pagination leads to serious problems with indexing and negatively affects the position of the site in the search results. Take 11 minutes to read to learn more about the pros and cons of basic approaches to optimizing pagination.

What is Pagination and for what?

Pagination is a method of conditionally dividing content into groups through sequential pagination. Links to other pages are represented by numbers, less often in text form (“Earlier” / “Later”). Pagination allows you to not overload one page with a lot of content, which speeds up loading and improves site usability.

Due to incorrect pagination settings, the following are possible:

duplicate content that increase the risks of obtaining sanctions from search engines
long page indexing, poor ranking in SERP
There is no universal way to optimize pagination pages. SEO specialists, when implementing, take into account in each case the behavior of the target audience on the site and other factors.

Pagination Page Optimization Guide

Google offers:

Do not make changes.
Set rel = “canonical” from all pages of the pagination, including the first, to the page with all products – pageall.
Apply web page link attributes: “rel =” next ”” and “rel =” prev ”” (irrelevant since March 2019)
In practice, SEO-specialists apply other methods:

All pagination pages, except the first, are closed from indexing via robots.txt, noindex, nofollow, “URL parameters”.
The string <meta name = “robots” content = “noindex, follow” /> is added to the <head> on all pages except the first:

<head> … <meta name = “robots” content = “noindex, nofollow” /> … </head>

The code prohibits robots from adding a page to the index, which negatively affects the indexation of the content of all pages except the first. Nevertheless, this approach solves the problem of duplication of pages.

On all pagination pages, point rel = “canonical” to the canonical page.
We do not recommend doing anything. Inaction can only lead to the appearance of duplicate pages, which complicates indexing. The site is poorly ranked and runs the risk of falling under duplicate search engines. Also, do not exclude all pagination pages, except the first one. as a result, the second and next pages are poorly indexed. Usually this method is implemented only if there is no need to make all pages unique.

3 ways to optimize pagination for online stores

1. Setting rel = “canonical” to the page with all products (pageall)

The value rel = “canonical” prescribes the address of the canonical pagination page – pageall, on which all products from a certain category are presented. From all pagination pages, including the first, <link rel = “canonical” href = “” /> should be configured . For example: <link rel = “canonical” href = “” /> . Search engines will only consider the canonical page when indexing, ignoring non-canonical pages and duplicate content on them.

The placement of optimized texts is carried out on the page with all products and is not duplicated on other pages of pagination. Important: the “View All / Show All” page should load within 3 seconds. Bringing together a large number of products on one page slows down the loading speed, as a result of which behavioral factors worsen. Behavioral factors, in turn, determine the position of a site in search results.

Bottom line: the approach is not supported on most CMS and is used for small sites without dynamic pages.

2. Setting rel = “canonical” from all pagination pages to the first (main) page

The first page of pagination should not be – this is a duplicate of the category. We configure 301 redirects from the 1st page of pagination to the category page. The page will then be a duplicate of . It is necessary to remove the page-1 element from the links to the main page; configure 301 redirects from to

When placing text on a category page, it is recommended to hide it on the remaining pagination pages. Otherwise, the search engine will produce an irrelevant page on request.

Set the rel = ”canonical” attribute from all pagination pages to the main one. For example, the page should have <link rel = “canonical” href = “” /> .

Generate unique meta tags (Title, Description, Keywords) for pagination pages. The repetition of meta tags also reduces the level of internal website optimization and the relevance of the main landing pages to user searches.
Bottom line: the method solves the problem of duplication and is recommended by Yandex.

3. Using the attributes rel = “prev” and rel = “next”

The values “rel =” next “” and “rel =” prev “” show Google search bots that the pages are linked. However, Yandex ignores such attributes, and indexing is limited through the “noindex / nofollow” meta tags . In addition, when implementing “prev” and “next”, you need to track links between pages. The chain is formed from the first page in < head>.

Important: only one attribute is used for the first and last page.

For the first page: <link rel = “next” href = ” “>.

For the latter (for example, 5): <link rel = “prev» href = ” “>

For the rest, the previous and next are indicated. The code for the second page will be:

<link rel = “prev” href = “”>

<link rel = “next” href = ” “>

You need to check for duplicates on the first page of the chain.

In March 2019, the attributes “rel =” next ”” and “rel =” prev ”” lost their relevance. The priority optimization method will be to configure canonical from the pagination pages to the main

AJAX and Javascript Scrolling

An alternative version of pagination is a single-page model with dynamic content loading. Endless scrolling with constant loading of offers at the bottom of the screen – an opportunity to improve usability. With this model, the user flips through the catalog without leaving the page, while other data is loaded dynamically using scripts. Unfortunately, for a search engine, things are a little different. Therefore, we recommend that you look at the code for links to pagination pages.

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