Is it better to use infinite scrolling or pagination when it comes to SEO?

By Saturday, February 11, 2017 0 No tags Permalink

If you need to place content in archive, category or search results pages on your website you need to decide on the best way to do it. You should look at what is the best choice in terms of user experience and in terms of the effect your choice will have on your SEO. You have the option to use infinite scrolling, or you may decide that pagination is best for your needs.

Let’s take a look at what both of these options entail. We will show you the good and bad points of both and hopefully help you to decide which option is best for you.

The pros and cons of infinite scrolling

Infinite scrolling is the process by which people access information by simply continuing to scroll further and further down the page. If you have spent time using social media news pages then you have probably seen it in action.

The biggest positive of using infinite scrolling is that ir enables someone to search through content when they are not looking for a certain piece of information. New content can be added on a continuing basis and is normally displayed at the top of the screen.

Infinite scrolling also promotes a smooth user experience. There is no need to keep clicking all the time to access further information.

You may be attracted by the positives of infinite scrolling but there are also several negatives; especially from an SEO point of view. One point you need to consider is that content is hidden until it scrolls. Although Google does appear to index hidden content it’s a far easier process if content is not hidden. It follows that having hidden content may not help your SEO.

Infinite scrolling can also have a tendency to slow down the loading of a site. This can also have a detrimental effect on your search engine rankings.

One of the most irritating negative aspects of infinite scrolling from a user point of view is that it’s not possible to bookmark pieces of information. You may find a section that is useful and then have to start scrolling from the start again to find it the next time you access the page.

The pros and cons of pagination

If you take a look at Google search results you can see pagination at work. Information is listed page by page and the pages themselves are listed numerically with an option to select a particular page or simply select next or previous.

If someone is searching for a specific item, or piece of information, knowing how long the list is can be a big help. It’s also possible for the user to keep a mental note of where the item is once they have found it. Yes, the exact page may change but they will have an idea of where to click. This is a major positive of using pagination.

From an SEO point of view the positive aspect of using pagination is that links are specific from one page to other related pages. Including previous and next tags helps Google to see how the pages relate to each other. All of this can only be beneficial to your SEO.


You can see that generally pagination works better from an SEO point of view. This does not mean there is never a place for infinite scrolling; it depends on the content you are displaying. If you need more help with deciding on the best option for you then you may want to seek assistance from professionals such as Quikclicks. In the meantime, we have hopefully provided you with enough information to at least get started making your decision.


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