
What is pagination and which websites benefit from its SEO value?
How do you recognize pagination?
Method 1
Method 2
The second method is to check the URL structure. The URL often contains numbers. The number in the URL corresponds to the level of the product catalog you are currently viewing. For example, if you are on /washing-machines/filter?page=2, you are on the second page of the washing machine product catalog. Other possible examples are shown below:
/washing-machines/filter?page=2 (second paginated URL of e-commerce)
/short-shields/page/2.html (second paginated URL e-commerce)
/blog/page/2/ (second paginated URL of blog or news website)
Method 3

What SEO problems can occur with pagination?
In the field of search engine optimization, pagination can be tricky if implemented incorrectly. The following obstacles can arise if pagination is implemented incorrectly:
- Search engines may classify pages as duplicate content;
- Search engines may view pages as 'thin content';
- Search engines may spread link value too much, causing it to be less targeted;
- Search engines may crawl the website less.
The consequence of poor implementation is a reduced display in the SERP and potential loss of position and traffic on important keywords.
How do you implement pagination as a web developer?
Infinite scrolling as an alternative to pagination
Advantages of infinite scrolling
Convenience: Because the page loads automatically with infinite scrolling, users can operate the website more easily.
Intuitive Use: Due to social media platforms like Instagram, Facebook, and TikTok, people are used to scrolling. This habit can contribute to a longer website visit.
Higher Conversion Rate: Where users often click away if they can't find what they're looking for, infinite scrolling can help. This increases the chance of conversion per user. This naturally depends on the website's intent.
Disadvantages of infinite scrolling
Slow Website: Infinite scrolling can make a website slower.
Less Control: It is more difficult for users to return to areas they find interesting.
SEO Issues: From an SEO perspective, you encounter more problems than with pagination.
Is pagination really necessary?
"It depends" is the correct answer here. We see from ranking URL history that a URL with '?page=2' (or similar) sometimes scores. In almost all cases, these URLs do not have pagination with rel=prev, rel=next, and/or a canonical element set in the HTML. If these historical URL changes involve important product categories or if the problem keeps recurring, it is advisable to implement pagination within the HTML for one category and evaluate it afterward. Based on these insights, you can determine whether further implementation is desirable.
Our view is that pagination is not a means to achieve very large position increases within the SERP. If you work for a webshop, we advise you to first focus on 'filtering with SEO' and creating content for subcategories. To create relevant subcategories, you must first conduct keyword research so that you know that people are searching for specific topics
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