[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fseo-friendly-infinite-scroll":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":352,"breadcrumbs":353,"reading_minutes":134,"category":361,"head":363},"2017-06-29T11:15:45",{"rendered":6},"\n\u003Cp>\u003Cstrong>Every now and then, an eCommerce client seeks out Impression’s \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">\u003Cstrong>technical SEO services\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> for help with a more unusual issue, something that goes beyond the remit of standard SEO auditing.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Not only does this contribute to the “no-two-days-are-the-same” agency ethos, it also allows for more interesting topics to be shared on our blog. Sharing is caring, after all.\u003C\u002Fp>\n\n\n\n\u003Cp>Our co-founder, Aaron Dicks, did exactly this back in February 2016 when he and I solved the query of creating custom canonical tags via Magento for a large online retailer of ours. He rounded this off with a detailed write-up on our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcustom-magento-category-canonical-tags-seo\u002F\">last year\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Fast forward to 2017 and an equally as interesting topic has again arisen, this time from another national eCommerce brand; \u003Cstrong>how to use pagination and AJAX for a more SEO-friendly approach to infinite scroll\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>This particular client implemented infinite scroll throughout the entirety of their category pages, and at first glance, why not? Infinite scroll can be great for usability as it avoids the user scrolling through endless paginated component pages which may serve to disrupt their journey.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the problem in this instance was not how the user was perceiving the infinite scroll, rather, how Googlebot was perceiving it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-javascript-functionality-demands-a-solid-web-build-first\">Why JavaScript functionality demands a solid web build first\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has claimed to understand JavaScript for many years now. Despite this, several case studies still emerge that unequivocally question this sentiment.\u003C\u002Fp>\n\n\n\n\u003Cp>Most recently, Distilled \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.distilled.net\u002Fresources\u002Fsplit-testing-javascript-for-seo\u002F\">published an article\u003C\u002Fa> that hypothesised the negative effects of JavaScript-based internal linking. Sure enough, by changing links to simple HTML, they were able to achieve significant organic uplift for that particular eCommerce client.\u003C\u002Fp>\n\n\n\n\u003Cp>In the context of infinite scroll itself, Google has even \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2014\u002F02\u002Finfinite-scroll-search-friendly.html\">published some documentation\u003C\u002Fa> on how to best integrate the functionality into your site for better Googlebot interpretation.\u003C\u002Fp>\n\n\n\n\u003Cp>Issues regarding JavaScript may become exacerbated even further if your server response time is slow as Googlebot may not have the resource to wait for the second request.\u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, we were keen to follow suit \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa> best practices by reconfiguring and optimising our JavaScript where possible for this particular eCommerce client.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-was-our-objective\">What was our objective?\u003C\u002Fh2>\n\n\n\n\u003Cp>Put simply, to improve crawl efficiency and the distribution of link equity.\u003C\u002Fp>\n\n\n\n\u003Cp>Even before finding errors regarding infinite scroll, our client was an avid user of “nofollow” tags across their internal linking structures – 14K nofollow links, to be precise.\u003C\u002Fp>\n\n\n\n\u003Cp>By simply removing these tags thus changing them to “follow”, we were immediately able to visualise more internal link equity flowing through the site.\u003C\u002Fp>\n\n\n\n\u003Cp>Once we worked with their developer to solve the “nofollow” issue, we came across further crawl efficiency problems with OnPage.org reporting 4.5K pages with no internal links.\u003C\u002Fp>\n\n\n\n\u003Cp>With everything else sufficiently optimised and nowhere else to go, we decided to focus our efforts to the world of JavaScript as a leading \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fjavascript-website-seo\u002F\">JavaScript SEO Agency\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-turn-javascript-on-and-off-to-determine-how-crawlers-see-your-site\">How to turn JavaScript on and off to determine how crawlers “see” your site\u003C\u002Fh2>\n\n\n\n\u003Cp>By turning JavaScript off at page-level, we’re able to visualise what crawlers can and cannot “see”. From there, if any page content does significantly change, including the disappearance of pagination and internal links, then we can safely presume that a web crawler, i.e. Googlebot, is unable to crawl and pass link equity across these.\u003C\u002Fp>\n\n\n\n\u003Cp>To turn off JavaScript via Google Chrome, you need to access the Element Panel. This is accessed by right-clicking anywhere on a page and selecting \u003Cstrong>Inspect\u003C\u002Fstrong>”.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the Element Panel opens, head to the top-right of the window and select the cog \u003Cimg loading=\"lazy\" decoding=\"async\" width=\"24\" height=\"25\" class=\"wp-image-37993\" style=\"width: 24px;\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002FScreenshot-2026-04-09-at-12.53.43.png?auto=compress%2Cformat&q=90\" alt=\"Chrome DevTools settings cog icon\"> for \u003Cstrong>Settings\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the \u003Cstrong>Settings\u003C\u002Fstrong> view has opened, you need to find \u003Cstrong>Debugger\u003C\u002Fstrong> and click the checkbox next to \u003Cstrong>Disable JavaScript\u003C\u002Fstrong>. This is illustrated in the screenshot below:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"137\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002FScreenshot-2026-04-09-at-12.52.58.png?auto=compress%2Cformat&q=90\" alt=\"Debugger setting options from Chrome DevTools settings.\" class=\"wp-image-37991\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Once the checkbox has been ticked, you need to reload your page to see how it behaves with JavaScript disabled.\u003C\u002Fp>\n\n\n\n\u003Cp>In the instance of our eCommerce client, turning JavaScript off showed there was no pagination present. This immediately highlighted how Googlebot would not be able to progress through further pages to crawl the additional products featured.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Remember, this is isolated to one category page alone; multiplying the issue to all their category pages results in several internal links not being visible to Googlebot.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Uncrawlable links mean diluted link equity which, in turn, means weakened crawl efficiency – sad times for Impression SEOs and our clients alike! ?\u003C\u002Fp>\n\n\n\n\u003Cp>At this juncture, we needed to work on implementing an SEO-friendly infinite scroll solution. Here’s how we did it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-1-we-implemented-html-pagination\">Step 1 – we implemented HTML pagination\u003C\u002Fh2>\n\n\n\n\u003Cp>Our first step involved implementing conventional HTML pagination, including the logic to build the component pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the pagination was built, we tied all the component pages together using Google’s \u003Cstrong>rel=”next”\u003C\u002Fstrong> and \u003Cstrong>rel=”prev”\u003C\u002Fstrong> directive to clearly outline the relationship between all paginated content. Further documentation on rel=”next” and rel=”prev” and Google’s general recommendations on pagination can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F1663744?hl=en\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As a final piece of house cleaning, we also added self-referential canonical tags to all component pages.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-2-implement-pushstate\">Step 2 – Implement pushState\u003C\u002Fh2>\n\n\n\n\u003Cp>Once we implemented the HTML pagination, we “hid” this with JavaScript and re-enabled the infinite scroll.\u003C\u002Fp>\n\n\n\n\u003Cp>From there, we implemented a “listen” event to where the user would scroll to the end of (what would effectively be) page 1.\u003C\u002Fp>\n\n\n\n\u003Cp>At this point, page 2’s products were pulled in while using HTML5 to push the new paginated URLs to the browser address bar. To determine whether this has been correctly installed, you will be able to visibly see the URLs change in your browser window, i.e. \u002Fcategory-page\u002Fpage\u002F2, \u002Fcategory-page\u002Fpage\u002F3.\u003C\u002Fp>\n\n\n\n\u003Cp>To round-off the implementation, we also needed to consider tracking this behaviour via Google Analytics. Here, we used GA push a virtual pageview to the paginated URLs, as below:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode>ga('send', 'pageview', location.pathname+”\u002Fpage\u002F2\u002F”);\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-solution\">The solution\u003C\u002Fh2>\n\n\n\n\u003Cp>John Mueller assembled a useful example of how all this fits together here: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fscrollsample.appspot.com\u002Fitems\">http:\u002F\u002Fscrollsample.appspot.com\u002Fitems\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Scroll down the page to see the URL visibly change and switch JavaScript off to see the HTML pagination working in the background.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>What’s left is a fluid user experience and an implementation that’s SEO-friendly, allowing all your content to be crawled regardless of where it lies within the infinite scroll.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re a business owner whose site uses slightly more advanced functionality and you’re wondering how this impacts your SEO, feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with Impression’s technical SEO team today.\u003C\u002Fp>\n",false,"standard",[10],1,[],[13],143,[15,16,17,18,19,20,21,22],"post-3189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":24,"hero":166},[25,122],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Using Pagination and JavaScript for an SEO-friendly Infinite Scroll Solution",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":66},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[40,57],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":58,"link_text":61},{"ID":59,"post_author":43,"post_date":60,"post_date_gmt":60,"post_content":45,"post_title":61,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":62,"to_ping":45,"pinged":45,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":45,"post_parent":51,"guid":64,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":65},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-06-30 09:19:16","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":67,"id":67,"title":68,"filename":69,"filesize":70,"url":71,"link":72,"alt":45,"author":73,"description":45,"caption":45,"name":74,"status":75,"uploaded_to":51,"date":76,"modified":76,"menu_order":51,"mime_type":77,"type":78,"subtype":79,"icon":80,"width":81,"height":82,"sizes":83},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":84,"thumbnail-width":85,"thumbnail-height":85,"medium":86,"medium-width":87,"medium-height":88,"medium_large":89,"medium_large-width":90,"medium_large-height":91,"large":92,"large-width":93,"large-height":94,"1536x1536":95,"1536x1536-width":96,"1536x1536-height":97,"2048x2048":98,"2048x2048-width":99,"2048x2048-height":100,"post-thumbnail":101,"post-thumbnail-width":102,"post-thumbnail-height":103,"12_col":104,"12_col-width":105,"12_col-height":106,"default_landscape":107,"default_landscape-width":108,"default_landscape-height":82,"default_portrait":109,"default_portrait-width":82,"default_portrait-height":108,"6_col_and_margin_short":110,"6_col_and_margin_short-width":102,"6_col_and_margin_short-height":106,"11_col_and_margin":111,"11_col_and_margin-width":112,"11_col_and_margin-height":106,"9_col_rectangle":113,"9_col_rectangle-width":114,"9_col_rectangle-height":115,"11_col":116,"11_col-width":117,"11_col-height":106,"staff_image_696_600":118,"staff_image_696_600-width":81,"staff_image_696_600-height":82,"rectangular_thumbnail":119,"rectangular_thumbnail-width":120,"rectangular_thumbnail-height":121},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":123,"reduced":27,"top_overlap":124,"bottom_underlap":124,"disable_observer":-1,"heading":125,"cta_text":126,"cta_link":127,"items":128},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[129,142,151],{"type_key":16,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":46},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":16,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":134,"image":147,"authors":148,"category":150},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[149],{"name":138,"image":139},{"to":141,"name":46},{"type_key":16,"title":152,"excerpt":153,"to":154,"postedAt":155,"readingTime":156,"image":157,"authors":158,"category":165},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[159,162],{"name":160,"image":161},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":163,"image":164},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":46},{"type":167,"style":168,"heading":28,"date":4,"updatedAt":169,"reading_minutes":134,"image":170,"imageAlt":28,"categories":171,"collections":351},"blog-post","light","2026-09-09T15:34:34","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmg04CFGw-050720211625523800_infinite-scroll.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[172],{"id":10,"count":173,"description":174,"link":141,"name":46,"slug":49,"taxonomy":175,"parent":51,"meta":176,"acf":177,"head_links":178,"resource_count":179,"yoast_title":180,"yoast_meta":181,"yoast_json_ld":226,"_links":323,"path":141},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[182,184,187,190,193,196,199,201,203,205,208,211,214,217,220,223],{"property":183,"content":180},"title",{"property":185,"content":186},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest SEO blogs!",{"name":188,"content":189},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":191,"content":192},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"name":194,"content":195},"og:locale","en-GB",{"property":197,"content":198},"og:type","article",{"property":200,"content":180},"og:title",{"property":202,"content":186},"og:description",{"property":204,"content":192},"og:url",{"property":206,"content":207},"og:site_name","Impression",{"property":209,"content":210},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":212,"content":213},"og:image:width",1200,{"property":215,"content":216},"og:image:height",630,{"property":218,"content":219},"og:image:type","image\u002Fjpeg",{"property":221,"content":222},"twitter:card","summary_large_image",{"property":224,"content":225},"twitter:site","@impressiontalk",{"@context":227,"@graph":228},"https:\u002F\u002Fschema.org",[229,237,246,256],{"@type":230,"@id":231,"url":231,"name":180,"isPartOf":232,"description":186,"breadcrumb":234,"inLanguage":236},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@id":233},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":235},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F#breadcrumb","en",{"@type":238,"@id":235,"itemListElement":239},"BreadcrumbList",[240,244],{"@type":241,"position":10,"name":242,"item":243},"ListItem","Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":241,"position":245,"name":46},2,{"@type":247,"@id":233,"url":243,"name":207,"description":45,"publisher":248,"inLanguage":195,"potentialAction":250},"WebSite",{"@id":249},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":251,"target":252,"query-input":255},"SearchAction",{"@type":253,"urlTemplate":254},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":257,"@id":249,"name":207,"url":243,"logo":258,"image":264,"sameAs":265,"@context":269,"email":270,"foundingDate":271,"legalName":272,"vatID":273,"description":274,"telephone":275,"address":276,"location":283,"areaServed":316},"Organization",{"@type":259,"inLanguage":195,"@id":260,"url":261,"contentUrl":261,"width":262,"height":263,"caption":207},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[266,267,268],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":277,"streetAddress":278,"addressLocality":279,"addressRegion":280,"postalCode":281,"addressCountry":282},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[284,293,305],{"@type":285,"name":286,"geo":287,"address":291,"photo":264,"telephone":292},"Place","Impression Digital - Nottingham",{"@type":288,"latitude":289,"longitude":290},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":277,"streetAddress":278,"addressLocality":279,"addressRegion":280,"postalCode":281,"addressCountry":282},"+44 01158 242 212",{"@type":285,"name":294,"geo":295,"address":298,"photo":303,"telephone":304},"Impression Digital - London",{"@type":288,"latitude":296,"longitude":297},"51.50237208377361","-0.09229841534284115",{"@type":277,"streetAddress":299,"addressLocality":300,"addressRegion":301,"postalCode":302,"addressCountry":282},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":285,"name":306,"geo":307,"address":310},"Impression Digital - New York",{"@type":288,"latitude":308,"longitude":309},"40.726722746949","-74.00527778220652",{"@type":277,"streetAddress":311,"addressLocality":312,"addressRegion":313,"postalCode":314,"addressCountry":315},"160 Varick St","New York","NY","10013","USA",[317,320,322],{"@type":318,"name":319},"Country","Worldwide",{"@type":318,"name":321},"GBR",{"@type":318,"name":315},{"self":324,"collection":330,"about":333,"wp:post_type":336,"curies":347},[325],{"href":326,"targetHints":327},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F1",{"allow":328},[329],"GET",[331],{"href":332},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[334],{"href":335},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[337,339,341,343,345],{"href":338},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=1",{"href":340},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=1",{"href":342},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=1",{"href":344},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=1",{"href":346},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=1",[348],{"name":349,"href":350,"templated":27},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[],[],[354,356,358,359],{"path":355,"name":242},"\u002F",{"path":127,"name":357},"Blog",{"path":141,"name":46},{"path":360,"name":28},null,[362],{"id":10,"name":46,"path":141},{"title":364,"script":365,"meta":444,"link":471},"Infinite Scroll & SEO: How to Implement an SEO-friendly Solution",[366],{"type":367,"key":368,"innerHTML":369},"application\u002Fld+json","yoast-json-ld",{"@context":227,"@graph":370},[371,394,402,404,413,417,435],{"@type":372,"@id":373,"isPartOf":374,"author":376,"headline":28,"datePublished":378,"dateModified":379,"mainEntityOfPage":380,"wordCount":381,"commentCount":51,"publisher":382,"image":384,"thumbnailUrl":386,"articleSection":387,"inLanguage":195,"potentialAction":388},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-friendly-infinite-scroll\u002F#article",{"@id":375},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-friendly-infinite-scroll\u002F",{"name":33,"@id":377},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fbee0a5f3728d9ea70a88abf24a323c8e","2017-06-29T11:15:45+00:00","2026-09-09T15:34:34+00:00",{"@id":375},1068,{"@id":383},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":385},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-friendly-infinite-scroll\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmg04CFGw-050720211625523800_infinite-scroll.jpg?auto=compress%2Cformat&q=90",[46],[389],{"@type":390,"name":391,"target":392},"CommentAction","Comment",[393],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-friendly-infinite-scroll\u002F#respond",{"@type":395,"@id":375,"url":375,"name":364,"isPartOf":396,"primaryImageOfPage":397,"image":398,"thumbnailUrl":386,"datePublished":378,"dateModified":379,"description":399,"breadcrumb":400,"inLanguage":236},"WebPage",{"@id":233},{"@id":385},{"@id":385},"Implementing infinite scroll in an SEO-friendly manner can be tricky if you don't know how. Read Impression's guide to ensure SEO-friendly infinite scroll.",{"@id":401},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-friendly-infinite-scroll\u002F#breadcrumb",{"@type":259,"inLanguage":195,"@id":385,"url":386,"contentUrl":386,"width":403,"height":90},1024,{"@type":238,"@id":401,"itemListElement":405},[406,407,409,411],{"@type":241,"position":10,"name":242,"item":243},{"@type":241,"position":245,"name":357,"item":408},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":241,"position":410,"name":46,"item":231},3,{"@type":241,"position":412,"name":28},4,{"@type":247,"@id":233,"url":243,"name":207,"description":45,"publisher":414,"inLanguage":195,"potentialAction":415},{"@id":249},{"@type":251,"target":416,"query-input":255},{"@type":253,"urlTemplate":254},{"@type":257,"@id":249,"name":207,"url":243,"logo":418,"image":264,"sameAs":419,"@context":269,"email":270,"foundingDate":271,"legalName":272,"vatID":273,"description":274,"telephone":275,"address":420,"location":421,"areaServed":431},{"@type":259,"inLanguage":195,"@id":260,"url":261,"contentUrl":261,"width":262,"height":263,"caption":207},[266,267,268],{"@type":277,"streetAddress":278,"addressLocality":279,"addressRegion":280,"postalCode":281,"addressCountry":282},[422,425,428],{"@type":285,"name":286,"geo":423,"address":424,"photo":264,"telephone":292},{"@type":288,"latitude":289,"longitude":290},{"@type":277,"streetAddress":278,"addressLocality":279,"addressRegion":280,"postalCode":281,"addressCountry":282},{"@type":285,"name":294,"geo":426,"address":427,"photo":303,"telephone":304},{"@type":288,"latitude":296,"longitude":297},{"@type":277,"streetAddress":299,"addressLocality":300,"addressRegion":301,"postalCode":302,"addressCountry":282},{"@type":285,"name":306,"geo":429,"address":430},{"@type":288,"latitude":308,"longitude":309},{"@type":277,"streetAddress":311,"addressLocality":312,"addressRegion":313,"postalCode":314,"addressCountry":315},[432,433,434],{"@type":318,"name":319},{"@type":318,"name":321},{"@type":318,"name":315},{"@type":436,"@id":437,"name":33,"image":438,"description":35,"sameAs":441,"url":443},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fbee0a5f3728d9ea70a88abf24a323c8e",{"@type":259,"inLanguage":195,"@id":439,"url":440,"contentUrl":440,"caption":33},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=962a3fd5db6f3dc00862f90bacced770aa","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",[442],"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[445,446,447,449,450,451,452,453,454,457,459,461,462,463,464,465,467,468,470],{"name":185,"content":399},{"name":188,"content":189},{"property":194,"content":448},"en_GB",{"property":197,"content":198},{"property":200,"content":364},{"property":202,"content":399},{"property":204,"content":375},{"property":206,"content":207},{"property":455,"content":456},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":458,"content":378},"article:published_time",{"property":460,"content":379},"article:modified_time",{"property":209,"content":386},{"property":212,"content":403},{"property":215,"content":90},{"property":218,"content":219},{"name":466,"content":33},"author",{"name":221,"content":222},{"name":469,"content":225},"twitter:creator",{"name":224,"content":225},[]]