How it works
Provide working links and access to later records; separate list pages usually contain different content.
Example
Example: A category's second page shows different products and has its own URL.
Common mistakes
Do not declare all pages duplicates of the first without justification.
How can you check this in practice?
Provide separate accessible URLs and HTML links to subsequent pages. Check whether later products can be discovered without clicking “Load more”. Page 2 contains different records and generally should not canonicalise to page 1.
Distinctions and limitations
Infinite scroll is an interface; pagination gives content addressable locations. They can coexist, but crawlers need accessible URLs. Google does not use rel=next/prev as an indexing signal.
Official sources
Editorial responsibility: Martin Zhelyazkov · Founder of Z-Consult
Updated: 05/11/2026
For a correction or question: office@z-consult.bg