How can I avoid negative SEO consequences in Webflow due to duplicate content on paginated collection pages?
TL;DR
- Use Webflow’s default canonical tags to consolidate SEO signals and avoid overriding them.
- Keep core SEO content on the main collection page, discourage indexing of deep paginated pages, and consider using a "Load More" interaction instead of pagination to reduce duplicate content.
Duplicate content on paginated pages (e.g., ?page=2, ?page=3) in Webflow CMS Collections can dilute SEO performance if not properly handled. Here's how to manage this issue effectively.
1. Use Canonical Tags Correctly
- Webflow automatically inserts a canonical tag pointing to the main collection page (e.g.,
/blog) on all pagination URLs (e.g.,/blog?page=2). - This is appropriate in most standard use cases and helps consolidate SEO signals to the main page.
- Do not override Webflow's default canonical tag unless you have a strong reason to do so and understand the implications.
2. Avoid Indexing Deep Paginated Pages
- Webflow paginated pages are indexable by default, but you can discourage bots from indexing deep pages by using robots meta tags (not customizable per page in native Webflow).
- To gain more control, consider adding custom meta tags via Google Tag Manager or using Webflow’s page-specific code injection where possible (manual process needed).
3. Don't Add Valuable Unique Content Only to Paginated Pages
- Avoid placing important SEO content (like expanded service info, text blocks, or CTAs) only on
/?page=2or beyond, as they may not rank as well. - Put core SEO content on the main collection page (
/blog,/projects, etc.) to ensure visibility.
4. Use Consistent Internal Linking
- Limit internal links to only a few paginated pages (e.g., link to page 2, maybe page 3).
- Don’t link to deep numbered pages unless there's a business case.
- Use “Load more” interactions rather than traditional pagination to consolidate content under one URL if feasible.
5. Consider Replacing Pagination with Load More
- If your CMS content allows, consider switching to "Load More" button using Webflow's list pagination limit and interactions which loads content on the same URL.
- This eliminates the need for multiple paginated URLs, reducing duplicate content risk.
Summary
To avoid negative SEO from duplicate content in Webflow pagination, rely on Webflow’s default canonical tags, limit unique content on deep paginated pages, and consider switching to “Load More” interactions when possible. Keep core SEO content on the main collection page and limit indexing of deeper pages if needed.