HTML tags (rel=”next” and rel=”prev”) once used to indicate paginated series, now deprecated by Google.
Why Next/Prev Pagination Tags Matter
Next/Prev pagination tags were once a crucial part of a website’s SEO health. They helped a search crawler understand the relationships between different pages and to avoid duplicate content issues. However, as of March 2019, Google has officially stated that it no longer uses these tags for indexing. Instead, Google now relies on a website’s internal linking structure to understand a paginated series. While the tags are still supported by other search engines, they are now a relic of a bygone era. A better approach is to focus on a clear, HTML-based pagination that is easy for a user and a search crawler to navigate.
Across Different CMS Platforms
The management of Next/Prev pagination tags is a technical SEO strategy that can be applied to any CMS.
WordPress
WordPress users can easily manage their pagination tags by using a good SEO plugin like Yoast SEO or Rank Math. These plugins can help you set up a clear, hierarchical site structure that keeps all your important pages within a few clicks of your homepage.
Shopify
On Shopify, pagination tags are essential for an e-commerce store. You can use the platform’s built-in SEO features to create a clear, hierarchical site structure that helps a user find your products and a search crawler find all your important content.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for pagination tags. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated pagination tag strategy. You can use it to create a perfectly structured page that is optimized for a specific keyword or set of keywords.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your pagination tag performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use Next/Prev pagination tags will depend on your industry and your goals.
E-commerce
E-commerce sites often have thousands of pages, so a clear and logical structure of pagination tags is a must. A product page should be no more than a few clicks away from the homepage.
Local Businesses
Local businesses can use a low navigation depth to build a stronger community. A local restaurant, for example, can have a node for its menu, its location, and its hours.
SaaS Companies
SaaS companies can use a low navigation depth to build a stronger brand reputation. A company that sells project management software can have a node for its features, its pricing, and its blog.
Blogs
Blogs are a great way to capitalize on a low navigation depth. A blog that writes about cooking can have a node for each of its articles.
Dos and Don’ts of Next/Prev Pagination Tags
- Use a clear, HTML-based pagination: This is the gold standard for SEO. It ensures that a search engine’s crawler can easily find and follow all your pages.
- Use internal links to manage your pagination: A good internal linking strategy helps search crawlers discover new pages and adds context to existing ones.
- Use a clear, hierarchical site structure: A logical site structure makes it easy for search crawlers to find and index your content.
- Avoid using a JavaScript-only pagination: This is the number one mistake and can lead to a significant portion of your content being invisible to search engines.
- Avoid blocking search engines from crawling your JavaScript files: A search engine needs to access your JavaScript to properly render the page.
- Avoid a deep, messy site structure: A lack of a clear structure can lead to a lower indexation rate and a loss of organic traffic.
Common Mistakes to Avoid
- Failing to use a clear, hierarchical site structure: This can confuse a search engine and a user.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
Does Google still use rel=”next” and rel=”prev” tags?
No, as of March 2019, Google officially stated that it no longer uses these tags for indexing. Instead, Google now relies on a website’s internal linking structure to understand a paginated series.
What is the best way to handle pagination for SEO today?
The best way to handle pagination for SEO today is to use a clear, HTML-based pagination that is easy for a user and a search crawler to navigate. You should also use a clear, hierarchical site structure and a good internal linking strategy.
Can a paginated series lead to a duplicate content issue?
Yes, a paginated series can lead to a duplicate content issue. A search engine’s algorithms can get confused by a page that has similar content to another page in the series.
What is the difference between a rel=”next” and rel=”prev” tag?
A rel=”next” tag tells a search engine’s crawler that the page is the next in a paginated series. A rel=”prev” tag tells a search engine’s crawler that the page is the previous in a paginated series.
What is a “canonical tag”?
A canonical tag is a tag that tells search engines which version of a page is the preferred one to index. It is used to manage duplicate content issues.
