It is well understood that every web page has its limits and that the content has to be displayed in a manner which gives the best user experience. So, when there are hundreds of products to be displayed in a single category of product, it simply can not happen that every single pixel of the web page is occupied. This is so because it will not give the best user experience. Also, the number of products could be even more than what can be accommodated on the web page. So, paginations have to be done since it a practical way of accommodating the content in a way that gives good user experience. But, what are the effects of doing the same on the SEO? How do the search engines behave for these pages?
Two problems of paginations
It is widely believed that the paginations are not SEO-friendly since these have the effect of burying the product pages deep inside which may not be crawled by the search engines. The SEO expert often confronts this problem while marketing the site which has a number of pages. Pagination presents two types of problems. One is definitely related to the deep buried pages where the crawlers are not able to reach and the other problem is related to duplicate content. The latter problem arises since the product feature in the images form might be different but since the search engine crawlers are not able to read images, the crawlers might take these to be different pages with the same content.
So, what shall be done to make these pages SEO-friendly? Actually, it means bringing back the buried content to the fore. There could be a number of a ways of achieve this.
You can develop a well categorized links structure which can make the users access the deep links from the front ones. There has to be a planning on how may pages and listings per page that shall be displayed. Further, there might also be a need for developing the semantic navigation system with suitable subcategories which can make the user access to deep pages only one a few clicks away.
user control listing display
Why not ask the users, how much of the content they want to see on a page? So, you can develop a system wherein the users can see a particular number of listings on a single page. The scroll bar icon can get smaller with a large number of listings on display on a page.
Another way of making the paginations SEO-friendly is to make use of the different html tags which can redirect the search engine crawlers to the deep web pages. These only redirect the crawlers and not the users, so the user experience remains the same. However, there are two differing opinions on how these shall be used. While some favor using it in all such instances of pagination, some others advocate a more selective and careful approach. The SEO consultants can help in determining whether these shall be used on case to case basis or other methods can be applied with better effect.