It is common knowledge that, whilst pages with infinite scroll are often quite user friendly, they are not really appreciated by Google. The main problem with infinite scroll, as noted by the search engine giant, is that spiders cannot crawl the website as a user would without the ability to mimic behaviours, like scrolling to the bottom of a page, clicking to load more and so on.
Why is this bad for SEO?
It is important to remember that, if spiders cannot access the content, the chances of it appearing in organic search results are not very high. Spiders can’t always access all of the content on pages with infinite scroll, which leads to huge chunks of text not being indexed and whole websites being discounted from the results because they are not considered relevant.
How can we fix this?
To ensure that Googlebot can crawl all of the content linked via an infinite scroll page, it is recommended that either the webmaster or the content management system produces a paginated series that will coincide with the scroll. According to Google, infinite scroll is much more search friendly when converted to a paginated series (each component has a similar meta title).
Google has also shared a number of other SEO recommendations:
- Ensure that each page has a decent load time and that users who visit can easily find what they’re looking for;
- Ensure that there is no overlap in content between each of the component pages; and
- Test that the page works by checking that its values adjust as the user scrolls up or down.
John Mueller, the Webmaster Trends Analyst at Google, has created an infinite scroll pagination demo to help you out. The demo outlines two key search engine friendly features – that all individual items are accessible and that each item is only listed once in the series. This demo can be accessed by visiting the Official Google Webmaster Central Blog.
image source: google