In 2025, As a digital marketing agency, we’ve seen firsthand how mastering pagination can significantly improve crawlability, user experience, and organic performance.
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Key SEO Best Practices for Pagination in 2025
- Use Rel=”next” and Rel=”prev” Alternatives:
- Avoid Duplicate Content:
- Optimise Load Speed:
- Implement Infinite Scroll Responsibly:
While Google officially stopped supporting these tags, using clear internal linking and descriptive anchor text between paginated pages is still vital.
Paginated pages often display similar content structures. Use canonical tags wisely to point to the main category page or each individual page, based on the intent.
With Core Web Vitals still impacting rankings, ensure that paginated content loads swiftly — especially on mobile.
If you use infinite scroll, ensure paginated URLs exist in the HTML source so Googlebot can index all content properly.
Final Thoughts
Pagination is more than just a user convenience — it’s an SEO tool. In 2025, the smartest brands are the ones that seamlessly combine UX and crawlability in their pagination strategies.
Need help structuring your site for SEO success? Let our digital marketing experts guide your growth, one page at a time.