What is Pagination?
Pagination is the practice of dividing website content across multiple pages, typically used for product listings, blog archives, or search results. This URL structure uses sequential page numbers (page=2, /page/2/) and affects how search engines crawl, index, and distribute ranking authority across paginated series.
Ecommerce SEO Glossary > On-Page SEO > Pagination
What You Need to Know about Pagination
Implement Rel=”Next” and Rel=”Prev” Tags Correctly
These HTML tags help search engines understand the relationship between paginated pages, though Google no longer requires them for indexing. They remain useful for other search engines and site organization.
Consolidate Ranking Signals With Canonical Tags
Point all paginated pages to a “View All” page if one exists, or self-reference each page canonically. This prevents duplicate content issues and concentrates ranking authority where it matters most.
Avoid Noindexing Paginated Pages
Blocking pagination from indexing hides valuable content from search engines. Unless pages are thin or duplicate, allow them to be crawled and indexed to maximize visibility for product and category pages.
Optimize Load Times for Paginated Series
Slow-loading paginated pages hurt user experience and search rankings. Implement lazy loading, optimize images, and minimize server response times to keep users engaged through multiple pages.
Include Unique Content on Each Page
Search engines favor pages with distinct value. Add unique meta titles, descriptions, and on-page content to each paginated page rather than duplicating the same elements across the series.
Monitor Crawl Budget on Large Sites
Excessive pagination can waste crawl budget on ecommerce sites with thousands of products. Use internal linking strategically and consider “Load More” buttons to reduce unnecessary page depth for search crawlers.
Frequently Asked Questions about Pagination
1. How does pagination affect SEO rankings?
Pagination can dilute ranking authority across multiple pages and create thin content issues. Proper implementation with canonical tags and strategic internal linking helps concentrate signals and improve performance.
2. Should I use “Load More” or traditional pagination?
Load More buttons improve user experience and reduce crawl budget waste, but traditional pagination makes it easier for search engines to discover deep content. Choose based on your site’s size and goals.
3. What’s the difference between pagination and infinite scroll for SEO?
Pagination creates distinct URLs for each page, making content indexable. Infinite scroll loads content dynamically without new URLs, which can hide products from search engines unless implemented with proper pagination fallbacks.
4. Do I need a “View All” page for paginated content?
View All pages consolidate ranking signals and satisfy users wanting to see everything at once, but they can slow page load times. Use them when the total content is manageable and performance remains strong.
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