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SEO 2020: Pagination, EAT, BERT and More for Your Content to Rank

Pagination, EAT, BERT and More for Your Content to Rank

SEO or Search Engine Optimization has been the center of attraction for marketers, businesses and web development companies for years now. Google is the most popular search engine with 3.5 billion searches per day. And ranking higher among these searches is the reason why there is too much emphasis on SEO 2020!

Pagination, EAT, BERT and More for Your Content to Rank

Businesses today, spent millions on SEO and marketers are often confused from the Google updates that are updated every year. Here, we are going to explore three pillars of Google SEO.

  • Pagination
  • Google EAT
  • BERT 

Before we begin our quest on SEO, take note of the fact that Google has been making some bigger changes in its core updates for indexing of the ranking websites on SERP (Search Engine Result Pages).

1. Pagination For SEO:

SEO 2020: Pagination, EAT, BERT and More for Your Content to Rank

Pagination is actually a process of content distribution into many pages through a paginated series. Pagination helps businesses and SEO service providers to keep the content on the website, which is too large, in several paginated pages to achieve optimization.

Why are we discussing Pagination?

Because Google started treating paginated pages as normal web pages and the indexing signals – rel=“next” and rel=“prev” were no longer supported by Google crawlers. 

So, how can you beat Google with SEO Pagination?

Well, for starters, let Google do their thing and you concentrate on what you can do the best. And what can you do?

  • There are 1,752,511,855 websites online as of now. If you want to compete among these websites you need a content strategy.
  • Use pagination with rel=“next” and rel=“prev” and “a href” attributes to help Google index your pages faster.
  • Use canonical links wisely and never miss out to canonize your root pages. This is most useful if you are paginating your e-commerce website.

    Assign no-follow and do-follow links to the paginated series according to your crawl budget.
  • Use anchor texts and ahrefs for structuring the URLs of Paginated pages. Here is an Anchor Text Optimization Guide.
  • Try to include your attributes into the header section and not into the content body.
  • Optimize the meta of your paginated pages, as it can help your pages in the ranking at SERP (Search Engine Result Pages).
  • Optimize all the on-page elements to help Google crawlers index your root page.
  • Exclude your broken paginated pages by sending 404 HTTP responses to search engine crawlers.
  • Use Pushstate for infinite scrolling features on your paginated pages for the best of SEO pagination.


SEO 2020: EAT

Google introduced EAT (Expertise- Authoritative- Trustworthy) updates that change the SEO paradigm. It actually is more concerned with YMYL pages (Your Money Your Life) and yet it is useful for SEO strategies.

Google’s algorithms are like instructors that instruct the crawling bots to follow indexing signals of the websites to index them on the SERP. So, how can you redirect these bots to the content that actually matters?
Google categorized the content on any website into three basic types:

  1. Main Content
  2. Secondary Content
  3. Advertisements

Main Content: 

The most important content on your website is the main content. Google asks you to optimize your main content and keep its ratio more than the other two types of content.

Secondary Content: 

Secondary content is like a support content to your main content. The proportion of the SC should be kept less than the MC and it should be optimized for SEO.


No website can survive without the revenue and ads provide a rich source for revenues. But, without proper optimization and proper placement of ads on your web pages, you are set to have an SEO disaster.

One of the greatest issues in SEO is duplicate content. Whether you are a culprit of copying content or not, your website can be a victim of duplicate content and Google can penalize your site.

So, how can you beat duplicate content?

Google provides three types of content that they define as “Duplicate”:

  • Exact Duplicate
  • Changed Duplicate
  • Dynamic Duplicate

Exact Duplicate:

Copying different content from other websites and creating content for your website is termed as the exact duplicate content by Google. This should be totally avoided.

Changed Duplicate:

A website that publishes already published content with some changes into words and format, is termed by Google as “Changed Duplicate”

Dynamic Duplicate:

Dynamic content is those who keep on changing and updating on a regular basis. Using such content from other websites and content creators for your main content is termed by Google as,” Dynamic Duplicate”.
The best way to avoid duplicate content is to create an authoritative and trustworthy content with expertise in the discussed matter.

3. Google’s BERT: 

SEO 2020:  BERT

In 2018, Google came up with BERT(Bidirectional Encoder Representations from Transformers). An algorithm to predict what users can search on Google’s search engines.

BERT model uses an NLP (Natural Language Processing) technology to train algorithms on the basis of the huge amount of data from users. It is like training your own question and answering machine.
To understand how BERT works? Let’s understand how you can train a machine learning algorithm?
There are three ways in which an algorithm can be trained.

Supervised Learning:

In this method, the algorithm is trained under a mentor or human presence from data sources that are acquired through different sources.

Unsupervised Learning:

Here, the algorithm is a self-learner and is trained by itself without any supervision by humans. It learns through empirical data and other data sources.

Reinforced Learning:

Algorithms are trained to handle the data and responses according to different situations. It is like letting your kid learn to ride a bike, it learns through situational analysis and responses according to the situation.
BERT uses an unsupervised approach for training the algorithms. BERT introduced a natural way of predicting search queries for Google. For SEO purposes, BERT brought a new challenge of long tail keywords.

Long Tail keywords are a mix of keyphrases that helps users to find relevant information in a more natural way. Take an example of a simple search- Instead of searching a “banana” on Google, you can now search for “How to buy bananas from nearby my place?” 

Here, the context of the query is understood by the BERT algorithm and accordingly, the top ten responses are indexed through SERP. The best way to beat BERT and rank high is to get more organic long tail keywords and bid for them.


SEO 2020 is going to be exciting with a new Google core update as it will again change the way we see SEO and marketing strategies work. For businesses and corporations that spend huge money on SEO purposes, knowing the correct strategy to bet on can change the whole scenario.

As we discussed some ways to beat these Google core updates and understood the importance of Pagination, SEO is still a challenging task without planning and proper execution. 

Author the Guest Author:

Parth Bari is a Tech Addict, Software Geek and a Blogger at Kunsh Technologies. I love to help people and found blogging the best way to help people out there so express my opinions through writing. Follow my work HERE

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