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My presentation at SMX West 2012.Gettin' Jiggy Wit It - the Ultimate Guide to Pagination for SEOCovers:- rel next / prev- rel canonical- meta robots noindex- view all pages- and more!Shows how to deal with different scenarios and makes recommendations for each situation.
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The Ultimate Guide to Pagination for SEO
SMX West 2012
>Adam Audette>@audette
President, RKG
www.rimmkaufman.com
2
Pagination: Gettin’ Jiggy With It
3 Ways to Get Jiggy>Classic SEO Pagination technique
Page 1 is canonical Component pages noindex
>View All technique Elegant Hard to get implemented
>The “Fresh” method rel next / prev Assorted other signals
Classic Pagination Method
>Primary Goals Surface only page 1 in results (the canonical) Control inbound SEO experience (as much as possible) Items/products on component pages get crawled
Secondary goal: get jiggy
Classic Pagination Requirements
pp. 2-N
Annotations:
• pages 2-N annotated with noindex, follow
• pages 2-N self-referencing rel canonical
• pages 2-N contain unique titles, URLs, and meta data
Classic Pagination Method
pp. 2
• Hi-top fade
pp. 3
• Bel-Air
pp. 4
• One-strap overall
p. 1
Fresh Prince
Classic Pagination Method
p. 1
pp. 2-N
Classic Pagination Method
>Results Page 1 is displayed as the ranking URL in results Component pages get crawled; but equity is not directly passed
to canonical Component pages in series get crawled but not indexed,
therefore don’t compete with page 1
Result? Pretty jiggy!
View All Pagination Tactic
>Goals Surface only the View All page in results Consolidate scoring signals to View All
View All Pagination Requirements
Annotations:
• pages 2-N specify View All as rel canonical target
• View All page must load fast
• View All contains all data in the series
View All
pp. 2-N
View All Pagination Tactic
View All
pp. 2-N
View All Pagination Tactic
>Results View All is displayed as the ranking URL in results Component pages transfer scoring signals to View All High-quality View All pages (if fast) can perform well
Result? Nerdier Than Carlton
Side Note: View Alls
>Challenges View All pages must be fast (≤ 3 seconds to load) Big sites (esp. ecomm) sometimes dislike them (see above) … but users love them! (if they’re fast)
“Fresh” Pagination Tactic
>Goals Surface only page 1 in results (the canonical) Control inbound SEO experience (as much as possible) Consolidate scoring signals to canonical
Secondary goal: even more jiggy
“Fresh” Pagination Requirements
pp. 2-N
Annotations:
• Pages 2-N annotated with rel next, prev
• pages 2-N self-referencing rel canonical
• pages 2-N contain unique titles, URLs, and meta data
• (Optional) pages 2-N annotated with noindex, follow
“Fresh” Pagination Tactic
p. 1
pp. 2-N
[ rel prev / next ]
Result? Jiggy’est of all
“Fresh” Pagination Tactic
>Results Page 1 is displayed as the ranking URL in results Rel prev / next consolidate signals across the series rel canonical (self-referencing only) pulls any URL dupes (Optional) noindex, follow pulls component pages from results
Side Note on Gettin’ Fresh
>Important to keep in mind Pages with rel next/prev can still be shown in results
But this is an extreme “edge case” Can optionally use noindex
Use of rel next/prev consolidates signals across the entire series
Another Side Note
>Big innovations at Google Search Quality?
rel next/prev is a “…strong hint for Google to identify the series of pages and still surface a component page in results.”
Note rel=alternate hreflang=x Google uses these new tools to consolidate signals and still
make decisions about surfacing URLs in search results at search time
27
Recommendations
>When you have a great View All Add rel canonical targets to the View All on all component pages
in a series Ensure the View All contains all the data found on the component
pages Ensure the View All loads in at least 3 seconds
28
Recommendations
>When View All isn’t an option Use the rel prev/next method to consolidate signals across the
series Advantage over Classic method which relied on noindex to keep
out of index but get equity through the crawl Use self-referencing rel canonical (Optional) Use noindex
The Freshest!