Explore What Pagination Is and How to Implement It Properly

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What is pagination?


Pagination is an ordinal numbering of pages, which is usually located at the top or bottom of the site pages.
In most cases, it is used for main pages and partitions. It often looks like this:


Pprevnext implementing of pagination on Ahrefs blogimg-close


Let’s look at some of the potential problems that arise when you use pagination, without paying attention to certain issues:


Limit search engines visits for your site

When search engines crawl your site, the depth and number of pages they visit at a time will vary, depending on the site’s trust, the content update rate, etc. And, if you have a huge number of pages with pagination, then the likelihood that search engines will go through all pages of pagination and index all the end pages (goods/articles) is significantly reduced. Also, the limit will be spent on visiting pagination pages, and not on visiting really important pages of the site.


Problem with duplicates

Depending on the structure of your pages with pagination, it is very likely that some pages may contain similar or identical content. In addition to this, you will often find out that you have the same title and meta description tags on your site. In this case, duplicate content can cause difficulties for search engines when it’s time to determine the most relevant pages for a particular search query.
SEO specialists have already developed 4 ways to solve this problem.


Solution 1. Deleting page pagination from the index with the help of noindex


In most cases, this method is a priority and can be implemented fast. The main point is in the exclusion of all pages of pagination from the index, except the first.

It is implemented in the following way:
The meta tag


<meta name="robots" content="noindex, follow" />


is added to the HEAD section on all but the first page. Thus, we exclude all pages of pagination from the index, except the main page of the catalog and at the same time we ensure the indexing of all products/pages that belong to this catalog. Pay attention to such nuances:



you should add a link to the first page, in case you are not on the first page


and from this page


301 redirects to site.com/catalog have to be configured.






Solution 2. “View all” and rel=”canonical”


This method requires the use of Google to create a separate “View All” page, where all products/pages from this catalog are displayed, and on all pages of the pagination we put rel=”canonical” on the page “View all”.

Implementation of this method: after you have created the “View all” page (for example, it is site.com/catalog/view-all.html), then on all pages of the pagination you need to place the following into the HEAD section:


<link rel="canonical" href="http://site.com/catalog/view-all.html" />


Thus, we show the search engines that each page of pagination, is a part of the “View all” page so to speak. Google claims that



The “View All” page should load rather quickly, preferably within 1-3 seconds. Therefore, this method is ideally suited for a category that has a number of pages with pagination from 5 to 20 and is not suitable for directories with hundreds of pages of pagination.






Solution 3. Rel=”prev”/”next”


Our last option to solve the problem with pagination can be the most confusing, but this is perhaps the most universal method for Google (Yandex does not take into account these directives). Since the implementation is rather complicated, you should be very careful when applying this method. Let’s see how this works.

For example, you have 4 pages in the directory. Using rel=”prev”/”next” you essentially create a chain between all the pages in this directory. This chain starts from the first page: for this you add to the HEAD section:


<link rel="next" href="http://site.com/page2.html">


For the first page, this is the only attribute. For the second page, you must specify both the previous page and the following:


<link rel="prev" href="http://site.com/page1.html">
<link rel="next" href="http://site.com/page3.html">


For the third page we do the same as for the second one


<link rel="prev" href="http://site.com/page2.html">
<link rel="next" href="http://site.com/page4.html">


When we are on the last page (in this case fourth, we should specify only the previous page in the chain:


<link rel="prev" href="http://site.com/page3.html">


Using these rel=”prev”/”next” attributes, Google merges the page data into a single element in the index. Typically for users, this will be the first page, since usually, it is the most relevant page.








Solution 4. AJAX and Javascript scrolling


You’ve probably come across endless scrolling of goods on e-commerce sites, where the products are constantly downloaded when scrolling to the bottom of the screen. Although this is an excellent opportunity to improve usability, this method has to be used correctly. It is desirable that the products are not automatically loaded when scrolling. Instead, add a button “Show more items” under the latest products. A good implementation of this method you can see on the wikimart.ru on the final branches of the directory.


Proper use of parameters

When you use the rel=”prev”/”next” attributes, pages with pagination can contain parameters that do not change the content:

In this case, we get duplicated content. To solve the problem you can use the combination rel=”prev”/”next” and rel=”canonical”.
To do this, firstly, you need to make sure that all pagination pages with rel=”prev”/”next” use the same parameter. Secondly, for each URL with a parameter, it is necessary to register its canonical page without this parameter.


Proper use of filters and rel=”prev”/”next”

Now, let’s look at an example where we use the parameters by which we can/want to give out unique content, and it’s important for us to keep such filtered pages in the index. For example, we have a category with sneakers, and we want to create landing pages for search deliveries with different brands, using parameters in the URL.


In this case




To conclude, here are our recommendations for solving the problem with pagination:

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