Posted: 13 Feb 2014 03:06 PM PST
Webmaster Level: Advanced
Your site's news feed or pinboard might use infinite scroll—much to your users' delight! When it comes to delighting Googlebot, however, that can be another story. With infinite scroll, crawlers cannot always emulate manual user behavior--like scrolling or clicking a button to load more items--so they don't always access all individual items in the feed or gallery. If crawlers can't access your content, it's unlikely to surface in search results.
To make sure that search engines can crawl individual items linked from an infinite scroll page, make sure that you or your content management system produces a paginated series (component pages) to go along with your 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>.
You can see this type of behavior in action in the infinite scroll with pagination demo created by Webmaster Trends Analyst, John Mueller. The demo illustrates some key search-engine friendly points:
The example on the left is search-friendly, the right example isn't -- the right example would cause crawling and indexing of duplicative content.
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