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Pagination and SEO

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    MAILE OHYE: Hi.
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    I'm Maile Ohye.
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    I've been at Google now for over
    six years, working with
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    Search and with Webmaster
    Tools.
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    I'd like to welcome
    you to my home.
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    Let's chat about pagination
    and SEO.
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    For today's agenda, we'll
    first start with some
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    paginated content examples.
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    Then we'll get into some of the
    negative side effects of
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    pagination and why you as a
    webmaster might want to make
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    some effort as to not dilute
    your indexing properties and
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    to show better results
    to users.
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    Then we'll cover your
    configuration.
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    And this comes in two parts--
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    for those of you webmasters with
    paginated content and a
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    view-all page available, and
    then for those of you
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    webmasters that have paginated
    content but
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    without a view-all page.
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    So there's going to be two types
    of configurations there.
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    Then we're going to step back
    a little bit and talk about
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    what Google is doing to help
    users with paginated content
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    and webmasters as well.
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    And then last, given your
    configuration, whether you
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    have a view-all page available
    or you have no view-all page
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    available, we'll look at the
    options that you have for your
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    paginated content.
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    So let's go ahead and
    start with some
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    paginated content examples.
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    Paginated content exists
    throughout the web, and I'm
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    going to cover two of
    those common cases.
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    One is a paginated article.
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    So let's say you go to your
    favorite content site, and you
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    see the breaking news story.
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    "New studies prove that cookies
    are superior nutrition
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    to vegetables." And that would
    be quite the story.
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    But your favorite site might not
    put this all on one page,
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    but instead, paginate it into
    several component pages.
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    Now this one article has become
    three, and this is an
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    example of paginated
    content articles.
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    Another example of pagination
    is for things like a product
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    category, like what you would
    see on your favorite
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    e-commerce site.
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    So let's say this webmaster
    is selling shapes.
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    They're selling six
    types of shapes.
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    But rather than have it all on
    one page, they have divided it
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    into two component pages, both
    of them with shapes, creating
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    pagination again.
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    So two common ways are with
    paginated content articles and
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    with paginated product
    categories.
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    Now, what are some of the
    negative side effects of this?
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    Well, there's a couple.
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    So I'd like to highlight two,
    the first being that indexing
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    properties, like links and
    anchor text, can be diluted
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    into the different component
    URLs rather than being
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    consolidated to the
    one article or to
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    the one product category.
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    So that's one of the negative
    side effects.
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    The other is that the most
    relevant page in the series
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    might not be reflected
    in search results.
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    So if you're the webmaster for
    this e-commerce site, you
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    might want users to be sent to
    page one, say, of your series.
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    But because search engines see
    this pagination as three
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    separate entities, searchers
    might be sent to a different
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    page that might not be
    the most relevant.
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    So those are a few of the
    negative side effects of
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    pagination.
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    Now let's talk more about
    your situation and the
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    configuration you have
    on your site.
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    We're going to look at this in
    terms of two different types
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    configurations.
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    One is with a view-all page
    available, and the other is
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    with no view-all
    page available.
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    Now, if your site has paginated
    content with a
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    view-all page available, there
    are a couple of things you
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    want to make sure
    you test for.
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    One is make sure that you have
    still decent latency on your
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    site meaning that, if a user
    clicks on the view-all
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    version, that it doesn't take
    them 15 seconds to load
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    because it's such a
    long article, or
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    it's so many products.
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    But that they still have
    a good experience--
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    say, the page only takes
    four seconds to load.
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    The second thing to check for
    if you have a view-all page
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    available is to make sure that
    the page remains easily
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    navigable, meaning that users
    can still find the content
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    that they want or the particular
    product that they
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    want by easily scrolling
    or viewing headings.
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    So that's the configuration of
    a view-all page available.
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    And then obviously, without a
    view-all page available, it's
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    fairly straightforward.
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    So think about your site in
    terms of configuration you
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    have. But before we go there,
    let's take a step back and
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    talk a little bit about
    what Google is doing.
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    We're, of course, always
    working to improve the
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    experience for searchers.
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    And one thing that we found
    through testing is that our
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    searchers prefer seeing the
    view-all page in their search
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    results opposed to an individual
    component page.
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    And one reason for this might
    be because of latency.
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    So if you take search results
    and you click on a result to a
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    view-all page, while that might
    take, say, three seconds
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    to load that article that new
    studies prove that cookies are
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    superior nutrition to
    vegetables, that might be
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    three seconds.
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    But on the other hand, searchers
    were less happy when
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    search results took them to just
    page one of the article.
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    While that might have just had
    two seconds of latency and
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    then the page loaded, every time
    that user wanted to click
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    Next to read more of the
    article, it caused some
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    additional load time.
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    So because of this latency and
    other reasons, searches prefer
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    the view-all page.
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    So given this knowledge, one of
    our engineers on indexing,
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    Benjia Li, actually came
    out with a new feature
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    in October of 2011.
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    This is--
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    "When we detect that a paginated
    series also contains
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    a view-all version, we're now
    making a larger effort to
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    return the view-all page
    in search results when
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    appropriate." So that's
    great for searchers.
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    And what's even better for
    webmasters is that while we
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    detect this view-all page, we'll
    also still consolidate
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    indexing properties, like links,
    to the view-all page.
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    So again, this is good for
    searchers and good for you as
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    webmasters for all that indexing
    consolidation.
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    Now, let's talk about some of
    the options that you have as a
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    webmaster with paginated
    content.
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    We're first going to look at the
    situation where webmasters
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    have paginated the content and
    a view-all page available.
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    But for those of you that have
    no view-all page available,
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    it's still good if you pay
    attention because some of
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    these options will apply
    to you as well.
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    So you have a site with
    paginated content and a
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    view-all page, you have
    three good options.
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    First, you can leave as is.
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    There's nothing that you have
    to do if you have other
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    priorities on your site.
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    Paginated content exists
    throughout the web, and search
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    engines will continue
    to do an even better
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    job of handling it.
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    And as I mentioned earlier, if
    you have a view-all page
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    available, Google will
    automatically try to detect
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    that, send searchers there, as
    well as consolidate your
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    indexing properties.
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    So option one is a very
    solid option.
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    But you also have
    a second option.
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    The second option is to actually
    use rel="canonical"
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    to explicitly hint to Google
    what is your view-all page.
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    So while we try to detect it
    algorithmically, you can also
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    tell us by writing
    rel="canonical" on your
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    component pages to your
    view-all version.
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    And this is kind of a more
    explicit hint to us about how
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    your site is configured.
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    With the rel="canonical," as
    many of you already know,
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    we'll of course consolidate the
    indexing properties from
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    the component pages with
    the canonical version.
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    So things like links will
    also be transferred.
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    And then, of course,
    we'll send users to
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    the view-all page.
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    So that's option number two.
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    The last option is actually done
    by two of our engineers,
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    Joachim and Benjia.
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    And what this is is using the
    standard HTML markup of
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    rel="next" and rel="prev" on
    the component pages in your
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    series to signal to Google
    that these are individual
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    pages, but they all belong
    to one series.
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    So by adding this rel="next"
    and rel="prev" markup, you
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    connect these individual
    components into one.
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    You can do this by adding
    rel="next" to page one and
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    then rel="prev" and rel="next"
    to page two, all the way to
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    the last page, which only
    includes a rel="prev".
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    And then, of course,
    on your view-all
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    page, nothing is needed.
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    rel="next" and rel="prev" is
    standard HTML markup, and it's
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    been around for years.
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    But now, Google is using this
    markup for webmasters to let
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    us know about their
    paginated content.
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    So let me explain some
    ways that rel="next"
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    and rel="prev" work.
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    With rel="next" and rel="prev,"
    much like you see
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    with something like
    rel="canonical," we'll
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    actually consolidate indexing
    properties from the component
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    pages of the series.
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    And in addition, unlike
    rel="canonical" that only
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    shows the view-all page in
    search results, with
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    rel="next" and rel="prev," we're
    going to override that
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    behavior and send users
    to only one of
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    the component pages.
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    Most likely, this will be page
    one, because commonly that's
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    the most relevant page.
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    So now if you have, say, that
    product category, selling
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    shapes, if you use the
    rel="next" and rel="prev"
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    markup, it'll tell us
    that these two pages
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    belong to one series.
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    And then most commonly, we'll
    send users to page one.
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    Know that rel="next" and
    rel="prev" is a strong hint.
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    It's not a mandate
    by any means.
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    The last thing I want to say
    about rel="next" and
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    rel="prev" is that component
    URLs in a series should be
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    consistent with their
    parameters.
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    So let's take the article of new
    studies prove that cookies
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    are superior nutrition
    to vegetables.
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    Now, let's say that these pages
    contain a session ID.
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    All of these values for
    rel="prev" and rel="next"
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    should also contain
    the session ID.
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    And this is because our
    indexing team looks to
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    actually link every page in a
    series with what was declared
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    previous and what was
    declared next.
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    And when they do that, they want
    to make sure-- say you're
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    on page two--
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    that the rel="prev" that
    states rel="prev" is
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    page-1&sid=123, they will
    go to that URL.
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    But that URL actually
    has to list page two
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    with the same sid.
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    And that's how we can link every
    page in the sequence.
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    So be sure to keep parameters
    throughout your entire series.
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    So let's recap those
    three options.
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    If you have a view-all
    page available, you
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    can leave as is.
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    You could also explicitly state
    rel="canonical" to your
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    view-all page.
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    Or you can override the view-all
    page behavior by
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    adding rel="next" and
    rel="prev." By adding
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    rel="next" and rel="prev," you
    will help us consolidate
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    component pages in a series.
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    But instead of sending users to
    a view-all page, we'll then
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    send searchers to one component
    page., most likely
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    page one of your series.
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    Now, let's talk about the
    configuration with no view-all
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    page available.
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    So for those of you webmasters
    that have paginated content
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    and no view-all page, you
    have two options.
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    First, of course, you
    can leave as is.
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    That's perfectly fine.
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    And then your second option is
    also to use rel="next" and
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    rel="prev." Again, by using
    rel="next" and rel="prev," it
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    connects the component pages
    in the series, and
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    consolidates indexing
    properties, and helps us to
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    send searchers to the most
    relevant page, which is likely
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    the first page of the series.
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    Now I'm going to beat you to the
    punch and ask one of the
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    most commonly asked questions
    about rel="canonical" as well
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    as rel="next," "prev." And that
    is why rel="next" and
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    rel="prev" for a paginated
    series rather than
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    rel="canonical" to page one?
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    Ha!
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    I bet you were thinking that.
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    The answer is that
    rel="canonical" is for
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    duplicate content.
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    So let's take that article.
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    Let's say page two of
    the article, cookies
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    are superior nutrition.
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    If this page actually has a
    session ID attached, then it
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    can list as the canonical the
    same version, the duplicate
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    conversion, but without
    a session ID Because
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    rel="canonical" is for duplicate
    content, or it's for
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    content which is a superset.
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    So here we have page one, page
    two, and page three, all
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    linking to the canonical
    version being
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    the view-all version.
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    And that's perfectly
    fine as well.
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    The thing about rel="canonical"
    is that it
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    only indexes content from
    the canonical version.
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    So let's go ahead and
    take a look at this.
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    If we have page two and page
    three, page two says "cookies
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    are superior nutrition,"
    and page three says "to
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    vegetables".
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    But they both add
    rel="canonical"
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    just to page one.
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    And Google's index will then
    cluster page one, page two,
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    and page three all together.
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    But the only thing that we'll
    have indexed is the content
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    from page one, the canonical
    version.
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    So our index will actually
    contain "new studies prove
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    that."
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    And now by using this
    rel="canonical" incorrectly,
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    this webmaster has totally lost
    the content "cookies are
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    superior nutrition" and "to
    vegetables." So that's why
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    rel="canonical" doesn't
    work in this case.
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    But rel="next," "prev"
    works for a series or
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    a sequence of content.
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    So let's take those two
    paginated examples again.
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    By using rel="next" and
    rel="prev," we'll actually, in
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    Google's index, mark
    it as a series.
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    But we'll have page one, page
    two, and page three all
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    indexed separately.
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    So in our index, we know page
    one refers to "new studies
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    prove that," page two,
    "cookies are superior
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    nutrition," and page three, "to
    vegetables." And all three
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    pages will be indexed and
    marked as one series.
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    So that's the big difference
    between rel="canonical" and
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    rel="next" "prev."
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    So something to note is that
    rel="canonical" can actually
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    be used alongside rel="next"
    "prev." So let's take a look
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    at page two again.
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    And this time, it has
    a session ID.
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    This URL can actually list both
    the canonical version
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    without a session ID as well as
    a rel="prev" and rel="next"
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    with, of course, the same
    parameters, including that
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    session ID.
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    So now let's recap your new
    pagination toolbox.
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    Starting with Google, we have
    two new features for you.
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    First, we're making a better
    effort to detect a view-all
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    page, and then send
    searchers to that
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    preferred view-all version.
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    The second feature is if you
    want to actually even override
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    that behavior.
  • 14:49 - 14:52
    So for those of you with a
    view-all page available or
  • 14:52 - 14:55
    without, if you add markup
    with rel="next" and
  • 14:55 - 14:58
    rel="prev," it signals to
    Google that these are
  • 14:58 - 15:00
    component pages in a series.
  • 15:00 - 15:03
    We'll then consolidate indexing
    properties, and send
  • 15:03 - 15:08
    searchers to the most relevant
    page, most likely page one.
  • 15:08 - 15:10
    Now, let's get into
    the types of
  • 15:10 - 15:12
    configurations you have available.
  • 15:12 - 15:16
    So recapping, if you have a
    view-all page available, you
  • 15:16 - 15:17
    have three options.
  • 15:17 - 15:19
    You can leave as is.
  • 15:19 - 15:23
    You can use rel="canonical" on
    your component pages, pointing
  • 15:23 - 15:25
    to your view-all page.
  • 15:25 - 15:29
    Or you can override all the
    view-all detection by adding
  • 15:29 - 15:32
    rel="next" and rel="prev,"
    telling us that these
  • 15:32 - 15:35
    component pages belong
    to a series.
  • 15:35 - 15:37
    And I'd like you, Google, to
    send searchers to the most
  • 15:37 - 15:42
    relevant individual page,
    again, likely page one.
  • 15:42 - 15:45
    Now, the other part of the
    pagination toolbox is for
  • 15:45 - 15:48
    those of you with no view-all
    available, and
  • 15:48 - 15:50
    you have two options.
  • 15:50 - 15:53
    Of course, you can leave
    exactly as is.
  • 15:53 - 15:56
    Or again, you can use rel="next"
    and rel="prev."
  • 15:56 - 15:59
    This helps you to consolidate
    all the component pages into
  • 15:59 - 16:04
    one series and send searchers
    to the most relevant page.
  • 16:04 - 16:07
    So the great thing about these
    pagination features is that
  • 16:07 - 16:10
    I've been at Google long enough
    to see the infancy from
  • 16:10 - 16:13
    when the webmaster community was
    talking to us about issues
  • 16:13 - 16:16
    with pagination until now when
    we have more features
  • 16:16 - 16:18
    available to you.
  • 16:18 - 16:21
    So thank you so much to all of
    you for your helpful feedback
  • 16:21 - 16:23
    and for being part of this
    webmaster community.
  • 16:23 - 16:26
    For more information on
    pagination, here are some
  • 16:26 - 16:27
    links available.
  • 16:27 - 16:29
    And you can, of course, join
    us at the Webmaster Central
  • 16:29 - 16:32
    Blog or in the Webmaster
    Discussion Forum.
  • 16:32 - 16:34
    Thanks for your time.
  • 16:34 -
Title:
Pagination and SEO
Description:

Google's Maile Ohye examines the issues webmasters face with paginated content: paginated articles, product category listings, etc. She then explains the options available to those webmasters concerned about SEO, including rel="next" and rel="prev" HTML markup.

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Video Language:
English
Team:
Google Webmasters
Projekt:
WebmasterHelp
Duration:
16:36
Amara Bot edited anglicky subtitles for Pagination and SEO
Amara Bot added a translation

English subtitles

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