Google webmaster recently released SEO Recommendations for pages with infinite scroll. Infinite scrolls are good for User experience. But might not be good for Googlebot. You can think infinite scrolling as a replacement of pagination.

But if your users are looking for backtrack or find specific information quickly, then infinite scrolling is not for your website.

As per the latest post published on their official Webmaster central blog. Your users can click on Load more and browse the contents. But this is not the case with Googlebot, he might not be able to do that.

SEO Recommendations for Pages with Infinite Scroll. Infinite scroll page is made “search-friendly” when converted to a paginated series -- each component page has a similar <title> with rel=next/prev values declared in the <head>.
Infinite scroll page is made “search-friendly” when converted to a paginated series — each component page has a similar with rel=next/prev values declared in the. Image/ Google

You must allow googlebot to crawl your contents linked from scroll page. To do that either the webmaster or the content management system produces a paginated series to coincide with the infinite scroll.

According to Google, a page with infinite scroll is far more search friendly when converted to a paginated series. In a paginated series, each component page has a similar meta title with rel=next/prev values declared in the <head> tag.

SEO Recommendations for Pages with Infinite Scroll. The example on the left is search-friendly, the right example isn’t -- the right example would cause crawling and indexing of duplicative content.
The example on the left is search-friendly, the right example isn’t — the right example would cause crawling and indexing of duplicative content.

If Googlebot cannot access your content, it won’t index the content. Googlebot can’t always access all content on a page with infinite scroll.

John Mueller, shows an infinite scroll pagination demo . The demo illustrates two key search engine friendly feature.

  1. Coverage: All individual items are accessible. With traditional infinite scroll, individual items displayed after the initial page load aren’t discoverable to crawlers.
  2. No Overlap: Each item is listed only once in the paginated series.

More SEO Recommendations for Pages with Infinite Scroll

  1. There’s no overlap between component pages in the series.
  2. Chunk your infinite-scroll page content into component pages that can be accessed when JavaScript is disabled.
  3. Maintain reasonable page load time.
  4. Configure pagination with each component page containing rel=next and rel=prev values in the <head> section.
  5. Implement replaceState/pushState on the infinite scroll page.
  6. Check that page values adjust as the user scrolls up or down.
  7. John Mueller’s infinite-scroll-with-pagination site demonstrates the scrolling up/down behaviour.

Once you apply these recommendation, Google will consider your pages fully search engine friendly. And all content can be seen by Googlebot.