Tobias Schwarz's slides from TechSEO Boost 2019

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The Ultimate
Pagination
for SEO
1
5
8
13
24 317
12 9 21
15
4
6

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Compromise Between Structure, Usability and Design

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General Problem: Too Many Elements for a Single Page
Slow
Fast

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SEO Problem: Get All Items Pages Crawled and Indexed

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Google-Patent: Scheduler for Search Engine Crawler
Retrieve Next Base Layer Segment of URLs
Compute Score(s) for all URLs in Segment
Sort URLs by Score(s)
Select URLs Having Keep Score Above Keep Threshold
Set Crawl/Reuse and Daily Flags for Selected URLs Having
Crawl and Daily Scores Above Crawl and Daily Thresholds
Write Selected URL, Page Rank, Crawl/Reuse Flag,
and Daily Flag to Schedule Output File

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Scheduler Example
Threshold
>= 0.2
Score Status
0.1
0.3
0.1
0.2
0.3

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Setup to Test
Paginations

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Test Setup: Pagination and Item Pages
100 Pagination Pages
20 Items per Page 2,000 Item Pages

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Previous, Next and First Page Always Linked
1 2 3 4 5 61
Strongest

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Basic Pagination: Previous and Next
… 24 25 261
Backwards Forwards

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Visualize the Level Architecture
Most users
stop here

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Visualize PageRank and CheiRank
Best Hubs
Strongest
Pages

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Collect Data to Compare
Type of Pagination Max Depth
Item Page
% PageRank
Pagination Pages
% PageRank
Item Pages
# SEO-Relevant
Pagination Pages
# SEO-Relevant
Item Pages
Basic Pagination 100 51 49 4 60
First Pages
First and Last Page
First, Last and Neighbors
Neighbors
Fixed Steps
Fixed Block
Logarithmic Pagination
Ghostblock
PageRank >= PageRank
of weakest page in best
pagination

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Learnings
from Different
Paginations

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First and Last Page
… 24 25 261 100…
Reachable with One Click

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First and Last Page

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First and Last Page
Strong
Pages
Best Hubs

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Avoid Links to the Last Pagination Page
2 3 4 51 6 7 8 9 10
Irrelevant
Items
Keep the
User Here

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… 20 21 221 23 24 25 26 27 28 29 30
Neighbors
Skip Pages

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Neighbors

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Fixed Block
… 21 221 23 24 25 26 27 28 29 30
Access to
Previous Block
Access to
Next Block

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Fixed Block

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Fixed Steps
… 20 …1 24 25 26 … 40 60 10080
Reachable with One Click

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Fixed Steps
Strong PagesStrong Pages

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10 16 21 241 25 26 29 34 39 45 53 62 10076
Logarithmic Pagination
Distance Increases Towards the Ends
59
6 3
5 6 9 24
3 5 8 14

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Logarithmic Pagination

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Logarithmic Pagination
Strong Pages Strong Pages

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Ghostblock
2 3 4 51 6 7 8 9 10
22 23 24 2521 26 27 28 29 30
1st Page of Fixed Block: floor((current page - 1), block size) + 1
1st Page of Ghostblock: current page * 10 + 1

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Ghostblock

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Ghostblock
Best Hubs
Strongest
Pages

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Comparison of Paginations
Type of Pagination Max Depth
Item Page
% PageRank
Pagination Pages
% PageRank
Item Pages
# SEO-Relevant
Pagination Pages
# SEO-Relevant
Item Pages
Basic Pagination 100 51 49 4 60
First Pages 97 55 45 7 120
First and Last Page 51 52 48 7 100
First, Last and Neighbors 12 57 43 32 360
Neighbors 21 56 44 19 260
Fixed Steps 12 57 43 27 340
Fixed Block 20 59 41 20 220
Logarithmic Pagination 4 62 38 100 1,720
Ghostblock 3 64 36 100 2,000

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Best Practices
for Pagination

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Pagination for Category Trees
1 2 3 40 5 6 7 8 9Category
Level
10
2 3 4 51
2 3 4 51
Subcategory
Subcategory
6
6
6
6

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Pagination for Category Trees
1 2 3 40Category
Level
5 6 7 8 9 10
2 3 4 51
2 3 4 51
Subcategory
Subcategory
6
6
6
6

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Pagination for Threads and Discussions
… 17 181 24 25 26 35 37 58 76 100… …
Good
Answers
Defines
Topic
Recent
Discussion

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Stable Pagination for Chronological Content
Oldest
Items
Newest
Items
32 26 241 100… …254

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Stable Pagination for Chronological Content
Oldest
Items
Newest
Items
9899 26 24 1100 … …2597

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Stable Pagination for Chronological Content
20 Items20-25 Items
9899 26 24 1100 … …2597
Unstable Stable

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Technical SEO Audits
Automated Testing & Monitoring
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