Be Cautious Implementing Infinite Scroll on Publishing Sites
John recommends being cautious implementing infinite scroll on publishing sites because having multiple pieces of content in the same HTML might be confusing for Google if they are individual pieces of content.
Viewport is Expanded During Rendering & Likely to Trigger Infinite Scroll Once or Twice
When a page is rendered, Google expands the viewport and then contracts it to try to fit the primary content on the page. Expanding the viewport could trigger one or two infinite scrolls on pages with this functionality, but would not cause Googlebot to keep triggering this and infinitely crawling pages.
Cross-link Pages to Help Ensure Google Can Discover Them to Decrease Reliance on Pagination
Focusing on improving internal linking across product and blog post pages is a good strategy for ensuring Google is able to find these pages on your site rather than relying on pagination.
Google Doesn’t Treat Paginated Pages Differently From Any Other Pages
John explained that Google treats paginated pages in the same way as any other page on a website. While Google does try to understand how pages fit into the context of a website as a whole, they do not apply an attribute to pages to indicate it is a paginated page.
Rel=next/prev May Still Be Useful Even Though No Longer Used by Google
Although rel=next/prev is no longer used by Google, John doesn’t recommend removing it from a site as it is still used by some browsers for prefetching and by other search engines.
Google No Longer Uses Rel=Next/Prev to Understand Pagination
Google no longer uses rel=next/prev to understand pagination. John stated that there are no changes that SEOs need to make if pagination is working properly in search, as long as internal linking is in place.
Rel=Next Shouldn’t Be Used for Related Content
Rel="next" should only be used within paginated sets, and shouldn’t be used to refer to another related piece of content. Instead, use regular internal linking for this.
On-page HTML Links & Link Elements Important For Google to Understand Paginated Sets
Rel="next" and rel="prev" are useful for Google in understanding paginated sets, but there needs to be HTML links on the page to the next and previous pages.
There’s No Recommended Size for ‘View All’ Pages to Be Chosen as Canonical
A ‘view all’ page doesn’t have to have a specific number of products or be a certain size in order for it to be accepted as the canonical for other pages.