Make later collection pages discoverable
A numbered URL and a Load more button can produce similar visual results but different discovery behavior. A crawler does not necessarily activate an interactive control. Google’s guidance calls for unique paginated URLs and crawlable links between the pages, with each page using its own canonical rather than pointing the whole sequence at page one.
Illustrative collection: /collections/mugs/ shows the first group and links to /collections/mugs/?page=2. A particular enamel mug appears only in the second group. Open page two directly, follow its product link, then return to the collection. The mug should remain reachable without requiring a visitor to reproduce an invisible script state or a crawler to press Load more.
Test a product beyond the first results page
A unique URL is only part of the solution. Broken next links, empty later pages, inconsistent canonical tags or products added between visits can disrupt the sequence. Infinite scrolling also needs a considered history and navigation experience for people using different inputs.
Next, select a product beyond page one and trace the links to it from the collection. Test the later URL directly and inspect the response, links and canonical before considering the sequence complete.
Website field guide · Pagination and load-more buttons on collection pages · Product listing page (PLP)
Reference: Google Search Central: pagination guidance. Checked November 4, 2026.