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Pagination: still Important for SEO?

August 6, 2024
A website with paginated content can solve many SEO issues, but is it the ideal approach for UX and CRO? To find out, we’ll delve deeper into the meaning of pagination, explain which websites it’s important for, how to recognize pagination, and how to implement it. We’ll conclude this article with an alternative to pagination (infinite scrolling) and our opinion on the subject.
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What is pagination and which websites benefit from its SEO value?

Pagination is a technique where large amounts of information are divided into smaller parts displayed on separate pages.  This is commonly used on websites to make it easier for users to navigate through lists of articles, products, or search results.  Pagination is part of the website's technical SEO.  The technique is frequently implemented on e-commerce websites, as well as news and blog websites. In short, websites that want to index a large amount of information in a structured way.   

How do you recognize pagination?

You can recognize websites that use pagination through three methods.    
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Method 1

The first method is simply scrolling to see if the loaded list ends with numbers, as shown in the image below.
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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)

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Method 3

The third way to discover pagination is by checking the HTML/source code for the following attributes: <link rel="next" and <link rel="prev".  Google claims not to check these attributes. However, we have our own thoughts on this.   
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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?

For the implementation of pagination on your webpage, as a web developer, you need to consider the basic HTML structure, which must be styled with the correct CSS.  The HTML must then be configured with a script. We explain these steps below.   

Step 1: HTML Structure

It all starts with a simple HTML structure. To implement pagination, you need the set of URLs to be paginated, representing the different pages of your content.  You put these hyperlinks in an unordered list (<li>) for a clean and organized display. Below is an example of what the basic HTML might look like. In this example, we create an example for Seeders' blog page, but it can also be used for category pages. You are on the page: https://seeders.com/nl/blog/   

HTML

<ul class="pagination">

  <li><a href="https://seeders.com/nl/blog/page/2/">2</a></li>

  <li><a href="https://seeders.com/nl/blog/page/3/">3</a></li>

  <li><a href="https://seeders.com/nl/blog/page/2/">Next</a></li>

</ul>

Step 1: HTML Structure

It all starts with a simple HTML structure. To implement pagination, you need the set of URLs to be paginated, representing the different pages of your content.  You put these hyperlinks in an unordered list (&lt;li>) for a clean and organized display. Below is an example of what the basic HTML might look like. In this example, we create an example for Seeders' blog page, but it can also be used for category pages. You are on the page: https://seeders.com/nl/blog/   

HTML

<ul class="pagination">

  <li><a href="https://seeders.com/nl/blog/page/2/">2</a></li>

  <li><a href="https://seeders.com/nl/blog/page/3/">3</a></li>

  <li><a href="https://seeders.com/nl/blog/page/2/">Next</a></li>

</ul>

Infinite scrolling as an alternative to pagination

Besides pagination, infinite scrolling is also an option for your website.  You see this a lot on social media platforms. The construction offers a seamless and uninterrupted experience for website visitors. To see which of the two is best for your website, we have listed the pros and cons of infinite scrolling:   
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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.  

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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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SEO Specialist
Tiemen de Jonge is a seasoned SEO Specialist at Seeders Zwolle. With a keen eye for detail and a passion for optimizing online presence, Tiemen helps clients improve their search engine rankings and drive organic traffic to their websites. With years of experience in the digital marketing industry, Tiemen is dedicated to staying up-to-date on the latest SEO trends and techniques to deliver top-notch results for Seeders' clients.
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