Web site pagination is when pages—normally with comparable content material—are organized right into a sequential collection. 

Pagination can use parts like numbered buttons or hyperlinks. Which helps customers transfer by a content material archive. 

The most typical examples of pagination are discovered inside weblog archive pages. And ecommerce class pages.

Right here’s an instance of pagination from our weblog:

Pagination on Semrush blog

We use numbered buttons. Customers can click on these buttons to browse our assortment of articles.

And right here’s pagination from ecommerce store The Shoe Firm. They use numbered hyperlinks and arrows.

Pagination on ecommerce shop The Shoe Company

You can too discover pagination on issues like product opinions, weblog feedback, and discussion board pages. 

When completed proper, pagination might be good for search engine optimization. 

However it additionally has its dangers. 

Let’s discover how a pagination search engine optimization technique might help you. And the way it may be counterproductive when applied incorrectly.

Improves Consumer Expertise

Pagination improves the consumer expertise as a result of it lets customers transfer by massive quantities of content material extra effectively. 

Plus, numbered pages inform customers the place they’re in your content material. And the way a lot content material they need to navigate. 

Numbered pages telling users how many pages they have to navigate

For instance, say somebody is shopping for sneakers on an internet site. 

Based on the pagination, they’ve 99 pages to click on by.

Understanding this, the consumer may determine to filter the choice by measurement. So that they don’t have as many pages of sneakers to take a look at. 

Quicker Web page Load

Your pages might load quicker if you happen to solely show a partial quantity of content material. 

And it’s important your pages load quick.


As a result of page speed is a confirmed rating issue for Google. 

And pages that load quick stop excessive bounce rates—the proportion of people that depart your website after viewing just one web page.

Slow page load times increase bounce rate

By enhancing your web page pace with pagination, you possibly can enhance your probability of rating larger within the search outcomes. And preserve guests clicking round your website.

Pagination provides inside linking alternatives. 

Internal links—hyperlinks in your web site that time to totally different pages in your web site—assist search engines like google and yahoo perceive your website’s construction. 

And go authority to different pages. Which may enhance your rankings. 

Duplicate Content material

Website homeowners who arrange pagination incorrectly threat duplicate content. Which may damage your search engine optimization efforts.

Duplicate content material happens when your website has the identical content material in a number of locations.

For instance, say your ecommerce store has a “View all” button together with paginated archives. 

“View all” button along with paginated archives

If pagination hasn’t been arrange accurately (which we’ll talk about later), you threat duplicate content material. 


As a result of the content material on every of the paginated pages is similar because the content material on the “View all” web page.

Then, when search engines like google and yahoo crawl your website, they could see the duplicate content material. 

Diminished Consumer Engagement

One goal of pagination is to assist customers navigate your website. But when pagination isn’t arrange accurately, customers may truly be much less more likely to click on by every web page. 

Think about touchdown on an internet site with lots of of pages to click on by. 

As an alternative of clicking by every web page, you may really feel overwhelmed and depart.

To resolve this, arrange pagination in a approach that’s significant to customers. 

For instance, break up your content material into classes. After which paginate these class pages.

1. Self-Canonicalize Every Web page

A self-referencing canonical tag on every paginated web page can stop duplicate content material. 

However first, what’s a canonical tag?

A canonical tag is a approach of displaying search engines like google and yahoo which web page is the popular web page in your website. It’s usually discovered within the <head> part of a webpage and appears like this:

<hyperlink rel="canonical" href="https://instance.com/preferred-url-here/"/>

A self-referencing canonical tag is when the canonical tag in a webpage’s HTML code factors to the identical web page it is on.

Once you use a self-referencing canonical tag on paginated pages, you are telling search engines like google and yahoo that the content material on every paginated web page is the “major” model of the web page. 

Even when there are comparable pages elsewhere in your website (like a “View all” web page).

Right here’s one other instance: If in case you have an ecommerce store, you possible have a paginated record of merchandise. 

Nonetheless, customers may also kind these merchandise by worth. 

This sorting leads to pages of comparable content material to your paginated archives.

With out a canonical tag, search engines like google and yahoo would see these comparable pages. And they won’t perceive which web page is the first web page (and which one to index within the search outcomes). 

The answer? Add a self-referencing canonical tag within the <head> of every paginated web page. 

Right here’s how that would look:

  • Web page 1: <hyperlink rel=”canonical” href=”https://instance.com/store/”>
  • Web page 2: <hyperlink rel=”canonical” href=”https://instance.com/store/?web page=2″>
  • Web page 3: <hyperlink rel=”canonical” href=”https://instance.com/store/?web page=3″>

And so forth.

A self-referencing canonical tag in the <head> of each paginated page

After including self-referencing canonical tags, verify them to make sure they’re arrange accurately. You may verify your canonical tags with Semrush’s Site Audit

To start out a brand new Website Audit, click on “+ Create challenge.”

“+ Create project" button in Site Audit tool

Subsequent, observe our configuration guide to arrange your website’s audit in your wants. As soon as Semrush has completed the audit (which might take as much as 24 hours), you’ll see a web page with an outline of your website’s well being. 

Site Audi's "Overview" dashboard for Amazon

Click on on the “Crawled Pages” tab. Add the filters as proven:

"With rel="canonical" is "Self-canonical"" filter added under "Crawled Pages" tab

This shows all pages with a self-canonical tag. So you possibly can preserve monitor of which pages have them.

2. Use Clear URLs

Clear URLs assist customers and search engines like google and yahoo navigate paginated content material.

Prior to now, SEOs used “rel=prev/subsequent” attribute values to point the connection between paginated pages. It appeared like this:

Pages using “rel=prev/next” attribute values

The prev/subsequent values informed search engines like google and yahoo which web page got here earlier than every web page. And which one got here subsequent. Nonetheless, Google has since retired “rel=prev/subsequent.”

So, it’s important to have clear and distinctive URLs to assist search engines like google and yahoo decide the order of your pages. Like this:

Unique page URLs

These kinds of URLs assist Google perceive the connection between every web page. Plus, they make it straightforward for customers to shortly establish the place they’re in your web site. And navigate to different pages inside your pagination as wanted.

3. Keep away from URL Fragment Identifiers

Fragment identifiers are hashes in URLs. 

Like this: https://instance.com/weblog/#page2.

Fragment identifier shown in an URL

Google ignores fragment identifiers. And should not observe hyperlinks that embody fragment identifiers. That means your paginated content material won’t be crawled by Google.

As an alternative, use query parameters. Question parameters are parts added to the top of a URL. They’re search engine-friendly and can enable search engines like google and yahoo to crawl paginated content material. 

Like this: https://instance.com/weblog/?web page=2.

Query parameters shown in an URL

4. De-Optimize Paginated Pages

De-optimizing paginated pages encourages search engines like google and yahoo to show the principle web page (or root web page) within the search outcomes.

Google treats paginated pages as regular pages, based on Google’s John Mueller.

Which implies your paginated pages might find yourself competing in opposition to your root web page within the search outcomes.

And also you possible wish to ship site visitors to the foundation web page. As an alternative of a miscellaneous web page in the course of your paginated collection. 

To dissuade search engines like google and yahoo from indexing numbered pages, de-optimize the title tag (which regularly varieties the clickable hyperlink within the search outcomes). A method to do that is by including “Web page #” to the beginning of your title tag. Like this:

“Page 4”added to the start of a title tag

You can too de-optimize the H1 tag on every paginated web page in a similar way to the above. The H1 tag is the principle title on a webpage:

H1 tag in code (left) and on the website (right)

5. Keep away from Noindexing Paginated Pages

A “noindex” tag instructs search engines like google and yahoo to not index a web page within the search outcomes. It may possibly seem within the <head> part of a webpage. And may appear to be this:

<meta title="robots" content material="noindex">

You may really feel tempted to “noindex” paginated pages (to maintain them out of the search outcomes). 

However doing this could have unintended penalties. And may exclude from search engines like google and yahoo pages that carry you site visitors.

As an alternative, observe our suggestions from above to de-optimize paginated pages and encourage search engines like google and yahoo to index the foundation web page as a substitute.

There are three alternate options to pagination:

  • Infinite scrolling
  • Load extra
  • View all

Let’s talk about each: 

Infinite Scrolling

Infinite scroll is when content material hundreds robotically because the consumer scrolls down the web page. 

It may possibly enhance consumer engagement. As customers don’t have to click on and watch for content material to load.

Nonetheless, infinite scroll can damage the consumer expertise. 


As a result of if customers wish to get to the top of your web page (and entry the footer), they could need to scroll for some time. Which might trigger them to really feel annoyed and depart your website.

And Google won’t be capable of entry all of the content material behind an infinite scroll relying on the way it’s arrange, based on Google’s John Mueller. Which may negatively affect your pagination search engine optimization efforts.

Load Extra 

“Load extra” buttons let customers click on a button to load extra content material. This manner, customers have extra management over after they see new content material. Which supplies a stability in comparison with infinite scrolling.

“Load more” button highlighted on the Scandi Chairs page

Nonetheless, “load extra” buttons could cause search engine optimization points. 

First, too many pages inside a “load extra” pagination creates a deep website construction. Which implies it takes extra clicks for customers to succeed in their desired web page. Like this:

A deep site structure which shows five pages and four click user has to take to navigate them

For instance, if a consumer needs to entry a product on web page 5, they need to click on the “Load extra” button 4 occasions to get there. Which may damage the consumer expertise.

This will even have a unfavorable affect in your search engine optimization. Google doesn’t crawl content material behind JavaScript “load extra” buttons, based on John Mueller. So, search engines like google and yahoo can usually miss content material on any pages that require customers to “load extra.”

View All 

The “view all” choice provides customers all of the content material on the web page. And eliminates the necessity for pagination or incremental loading.

The “view all” option gives users all the content on page one (shown)

A “view all” button can work when you will have a manageable quantity of content material that received’t overwhelm customers. 

This manner, customers get a fast view of what you must provide. And determine how they’d wish to navigate your website. 

Nonetheless, if in case you have hundreds of merchandise or pages, a “view all” choice is likely to be an excessive amount of for customers. 

To not point out, a considerable amount of content material can decelerate your website. Which may damage your search engine optimization and decrease your rankings.

Monitoring and Monitoring Pagination 

You may monitor pagination in 4 alternative ways relying in your wants:

Website Audit

Use Semrush’s Site Audit to view canonical errors. After configuring your audit, click on on the “Points” tab. Then, search “canonical.”

Results for "canonical" under Site Audit' "Issues" tab

This shows any errors you will have with canonical tags. Like duplicate content material (the place it’s possible you’ll want a canonical tag). Or pages with a number of canonical URLs (it is best to solely have one canonical URL per web page).

Monitoring these points helps preserve your pagination working easily.

Google Search Console

Google Search Console (GSC) reveals you if paginated pages rank within the search outcomes. And the way a lot site visitors every web page will get.

"Performance on Search results" page in Google Search Console

To start out, head to “Search outcomes” below the “Efficiency” tab. (Some accounts might not see “Search outcomes.” Through which case, click on “Efficiency.”)

"Search results" button selected in Google Search Console sidebar

Alongside the highest, click on “+ New” and “Web page.”

"Page" selected under the "+ New" drop-down menu

Choose “URLs containing” from the drop-down. Then, enter any identifiers your website makes use of to tell apart paginated pages from different pages. Like this:

Adding “URLs containing” "/page/" filter added

Click on “Apply.”

This shows an inventory of your paginated URLs. Take note of the variety of clicks every web page will get and its place. 

A list of paginated URLs in GSC

Ideally, you need nearly all of site visitors heading to your root pages. And it’s possible you’ll have to de-optimize paginated pages that get extra site visitors than the foundation web page. 

Google Analytics

Google Analytics 4 (GA4) can inform you how individuals behave in your paginated pages. 

To start out, head to “Engagement” and “Pages and screens.”

Navigating to “Pages and screens" in GA4 sidebar

Within the search bar, enter the identifier in your paginated pages.

Searching for "/page/" identifier in "Pages and screens" report

This shows data in your pages. Like which pages get essentially the most views and the way a lot time individuals spend in your paginated pages. 

You need to use this data to find out the effectiveness of your paginated pages. 

For instance, evaluate the typical engagement time (the typical time your website was in focus in a consumer’s browser) throughout totally different pages.

Search for anomalies. And attempt to perceive why individuals may spend extra—or much less—time on sure pages. 

This might show you how to pinpoint paginated pages that aren’t user-friendly.

Server Log Information

Server log recordsdata—recordsdata that file server actions—are a complicated strategy to monitor how search engines like google and yahoo crawl and work together with website content material. 

They’ll warn you to patterns and potential points. Like in case your paginated pages are taking on an excessive amount of of your crawl budget—the period of time and sources a search engine will allocate to crawling your website. 

This may occur in case your paginated pages have extreme duplicate content material. Which implies it’s possible you’ll have to implement canonical tags.

With Semrush’s Log File Analyzer, you possibly can add your website’s log recordsdata to establish essentially the most crawled pages on an internet site. And uncover alternatives to handle bot exercise and optimize the crawl finances.

Log File Analyzer dashboard

Optimize Your Paginated Archives

Reviewing paginated content material can enhance your website’s consumer expertise. 

And by including canonical tags to the proper pages, you possibly can assist search engines like google and yahoo perceive your content material.

Semrush’s Site Audit software helps you handle and monitor your canonical tags. So that you don’t want to fret about duplicate content material points.

Wish to assessment your canonical tags in your pagination search engine optimization technique?

Attempt Semrush’s Website Audit—without spending a dime—at present.


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