How Pagination Impacts SEO in 2025 & What You Should Do

If some of your product pages or blog posts seem invisible on Google, your site’s pagination strategy might be the culprit.

Pagination is crucial in how search engines crawl and index your content. Still, if incorrectly handled, it can lead to duplicate content issues, diluted ranking signals, or even missing pages in search results.

This guide will break down pagination, whether your site needs it for SEO, and the Best SEO Practices for Pagination to ensure search engines efficiently crawl and rank your paginated content in 2025. Plus, we’ll cover the latest updates from Google on how they handle paginated pages so you can stay ahead of the curve.

Table of Contents

• What Is Pagination?
• Why Is Pagination Important for SEO?
• Examples of pagination
• Pagination in Blogs, News Feeds, and Content Sections
• Why Pagination Still Matters in 2025: The Infinite Scroll Debate
• How JavaScript Affects Pagination and SEO
• Optimizing pagination for better Google rankings
• Best Practices for Indexing and Canonical Tags on Paginated URLs
• Best Practices for Paginated URLs in eCommerce Sites

What Is Pagination?

Pagination is a technical framework that divides content across multiple pages while keeping it thematically connected to the main page. It’s commonly used in eCommerce product listings, blog archives, and forums to improve organization and navigation.

When a single page contains excessive content, pagination helps by breaking it into smaller, manageable sections. This enhances user experience by reducing load times and preventing browsers from rendering large amounts of data—especially content users may never scroll to.

However, improper pagination can create SEO challenges, such as duplicate content, inefficient crawling, and diluted link equity. Understanding how to implement pagination correctly ensures search engines process your content effectively.

Why is Pagination Important for SEO?

Pagination is essential for SEO as it helps search engines crawl, index, and structure large amounts of content effectively. Here’s why it matters:

1. Internal Linking Structure

Pagination strengthens a site’s internal linking by connecting related pages. While pagination links don’t pass significant link authority, they provide structure and help prevent orphaned pages—content without internal links—which Google tends to deprioritize in search results.

2. Crawl Efficiency

While pagination increases a site’s URLs, it doesn’t necessarily hinder crawl efficiency. Search engines can recognize common pagination structures, even without special markup, allowing them to prioritize valuable content while minimizing unnecessary crawling.

3. The End of rel=prev/next

Google previously recommended using rel=prev/next to indicate paginated sequences, but in 2019, it confirmed that it had ignored this markup for years. Instead, Google’s algorithms now automatically recognize pagination patterns. If your site still uses rel=prev/next, it won’t harm SEO, but it’s no longer necessary.

4. Indexing

Without proper pagination, search engines may struggle to find and index deeply nested content like blog posts, news articles, products, or user-generated comments. A well-structured pagination system ensures that essential pages remain accessible to search crawlers.

5. Managing Duplicate Content

Poorly implemented pagination can cause duplicate content issues if search engines misinterpret paginated pages as identical. While pagination isn’t as strong a signal for content consolidation as canonical tags or redirects, it helps search engines differentiate between similar pages when used correctly.

Examples of pagination

One example of pagination is navigating various pages of products results with the help of a single category or feed. Let’s take a look at the page of Engage Coders here:

It will not be practical if you list all of them on just one page.

It may increase vertical scrolling, slowing down page loading times. Hence, you can check the screenshot below to find pagination links:

When users click on a pagination link, the users will be able to move to other listing pages, like page 2:

https://www.engagecoders.com/blog/page/2/

In this URL, page/2/ seems to be a parameter extension of pagination syntax.

Even major retailers like Amazon rely on pagination to organize large volumes of content efficiently.

Beyond structuring pages, pagination plays a key role in helping search engines discover deeply buried products. If a site is too large to list all its products in a single XML sitemap, pagination links serve as an additional pathway for crawlers to access them.

Even when an XML sitemap is in place, internal linking remains crucial for SEO. While pagination links may not carry the strongest ranking signals, they provide the foundational structure to ensure content remains accessible and discoverable.

Pagination in Blogs, News Feeds, and Content Sections

Pagination isn’t just for product listings—it’s also widely used in blog and news feeds to organize content efficiently.

Pagination Within Content

Beyond feed-level pagination, some websites implement pagination within individual pieces of content.

For example, news websites often paginate comment sections when an article receives thousands of responses, making discussions easier to navigate. Similarly, forum threads with lengthy discussions use pagination to break up replies across multiple pages, preventing slow load times and enhancing readability.

Why Pagination Still Matters in 2025: The Infinite Scroll Debate

Over the past two decades, alternative navigation methods have emerged for browsing large amounts of content. Features like “View More” or “Load More” buttons are commonly used under comment sections, while infinite scrolling and lazy-loaded feeds have become popular for displaying posts and product listings.

Some argue that these features improve user experience. Initially popularized by social media platforms like Twitter (now X), infinite scrolling encourages engagement and interaction. However, despite its usability benefits, it hasn’t become the standard for most websites.

From an SEO perspective, the main issue is that search engine crawlers interact with web pages in a limited way. While some headless browsers can execute JavaScript-based content during a page load, search crawlers typically do not “scroll down” to trigger dynamically loaded content.

Search engine bots won’t scroll indefinitely to reveal new content, so sites relying solely on infinite scrolling or lazy loading risk orphaning their articles, products, or comments.

This may not be a concern for large news publishers with strong domain authority and well-structured XML sitemaps, as search engines can still discover their content efficiently. However, relying entirely on infinite scrolling can be detrimental for most websites.

While search crawlers may not interact with scroll-based content feeds, they follow hyperlinks—including pagination links. This makes pagination more reliable and ensures content remains discoverable in search results.

How JavaScript Affects Pagination and SEO

Even without infinite scroll, JavaScript can interfere with pagination and impact how search engines crawl your site.

Since July 2024, Google has reportedly attempted to render JavaScript on all visited pages, but key details remain uncertain:

• Does Google execute JavaScript during the initial crawl, or is it deferred for later processing?
• How does delayed JavaScript execution affect rankings?
• Could Google index a page weeks before rendering JavaScript?

If Google successfully handles JavaScript execution in real time, why are so many websites shifting away from dynamic content? Rather than eliminating JavaScript, many sites are transitioning to server-side or edge-side rendering to ensure users and search engines can access content efficiently.

JavaScript can still create crawling issues even if your site uses traditional pagination links. For example:

• Search engines may not detect if your pagination links are only visible after scrolling.
• If JavaScript is required to load key content, Google may not index certain paginated pages.

<link rel="canonical" href="https://example.com/category/page/2/" />

By combining these technical SEO and UX best practices, you can ensure that your paginated content is both search engine-friendly and enjoyable for users.

Best Practices for Indexing and Canonical Tags on Paginated URLs

SEO professionals often debate how to handle paginated URLs. In the past, many used canonical tags to point paginated pages to their parent page, treating them as non-canonical. This approach was common before Google deprecated rel=prev/next.
However, blocking paginated pages from being indexed—whether through robots.txt or aggressive canonicalization—can be risky.

• In news articles, paginated comments may add value by connecting a page with keywords it wouldn’t otherwise rank for, potentially driving additional traffic.
• In eCommerce, restricting paginated product feeds could cause some products to become soft-orphaned, making them harder to discover.

Many SEO strategies aim for complete crawl control, but being overly restrictive can do more harm than good. Before limiting paginated URLs, ensure that the trade-off in crawl efficiency is worth losing potential organic traffic. If you’re unsure, don’t block these URLs—keep them accessible!

Best Practices for Paginated URLs in eCommerce Sites (E-commerce Pagination SEO)

Pagination is essential for eCommerce sites, but if it’s not handled properly, it can hurt both user experience and SEO. Here’s how to make sure your paginated content works for visitors and search engines alike.

1. Use Unique and Consistent URLs

Each paginated page should have its own distinct URL. Common approaches include using query parameters like ?page=2 or a directory structure like /category/page/2. Whatever structure you choose, stay consistent across your site—mixing formats can confuse both users and search engines. Avoid using fragment identifiers (#page2), as search engines may not process content after the hash.

2. Improve Discoverability with Internal Linking

Clear, sequential links between pages (like “next,” “previous,” and numbered page links) make navigation easier for users and crawlers. It’s also a good idea to link back to the first page of a collection, emphasizing the start of the series to search engines. Use meaningful anchor text—such as product titles—rather than generic phrases like “click here.”

3. Implement Proper Canonicalization

Each paginated page should have a self-referencing <link rel="canonical"> tag pointing to its own URL. This ensures search engines don’t mistakenly treat these pages as duplicates of the first page. Avoid pointing all paginated pages to page one, as that can prevent deeper content from being indexed.

4. Include Pages Strategically in XML Sitemaps

Typically, only the first page of a paginated series and other important, indexable pages should be included in your XML sitemap. Avoid adding every paginated URL unless each contains unique, valuable content.

5. Focus on Content and User Experience

Ensure each paginated page provides meaningful content, not just a repetition of previous products. Provide clear navigation cues, showing users their current page and the total number of pages. For smaller catalogs, consider alternatives such as “load more” buttons or infinite scrolling to enhance usability.

By following these best practices, your eCommerce site can deliver a seamless user experience while making paginated content fully accessible and indexable for search engines.

FAQs About Pagination Impacts SEO

1. What is the ideal pagination URL structure for SEO?

The ideal pagination URL structure for SEO uses either query parameters (e.g., /products?page=2) or a directory format (e.g., /products/page/2).

2. Does Google still support rel=prev/next for pagination?

Google no longer supports rel=prev/next tags, having deprecated them in 2019, but sequential links still improve user experience and crawlability.

3. What are Google’s recommendations for pagination in 2025?

Use clean, sequential, crawlable URLs like /page=2. Index pages with unique value, avoid robots.txt blocking, and maintain mobile-friendly layouts.

4. How does pagination improve SEO performance?

Pagination, when implemented correctly, can improve user experience (UX), crawlability, and indexing. It can also help avoid duplicate content, which boosts overall SEO performance.

5. Should paginated pages be indexed or noindexed?

Paginated pages should generally be indexed to ensure content is discoverable. Use canonical tags to manage duplicate content instead of noindex, unless pages offer little unique value.

6. Does pagination affect Core Web Vitals or page speed?

Yes, it can improve page speed and Core Web Vitals by reducing initial load times and data usage compared to one long page.

7. Is it okay to use “Load More” instead of pagination?

Yes, “Load More” buttons can improve UX, especially on mobile, by letting users control content loading and access footers easily.

8. Does each pagination page have a new URL?

Yes, each page should have a unique URL for SEO and easy linking to specific content pages.