Google web crawler does not interact with buttons when indexing web pages as Googlebot is not able to click them. Anything hidden behind a button like the “Load More” button that displays more content when clicked on, may not get crawled by the Googlebot.
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Google On Substitutes To “Load More” Buttons
Google’s Martin Splitt states that the best solution may differ from site to site, but there are some guidelines that are relevant to all the sites. The first being that Googlebot does not click on buttons.
It really is a question of what works best in terms of your implementation, but there are a few guidelines that are generally true. Number one is, if it’s a button, and when I say “button” I literally mean a button, not a link. If it’s a button you’re out of luck. Googlebot does not click on buttons, so we’re not interacting with that, so that’s bad.
The next guideline is applicable for all the sites, that to make use of static links instead of using buttons. Splitt further states that it does not matter how the URL of the link looks like unless it leads to a URL with unique content.
The best idea would probably be to implement that button as a link that basically goes like “?page2”, or “/2″, or whatever. It doesn’t matter what the URL looks like the point is it goes to a URL that shows a different batch of content.
I personally would argue the best would be, or the easiest for us would be, if the page 2 link shows just the batch of 10 items that are on page 2 because that would mean that we are seeing definitely unique content.
And depending on how much content each of these products has in the list, well in the list that you’re paginating there, you might end up if you have lots of content that we have already seen on other pages and then only 10 are different, it might get canonicalized away. Which is not what you want. So having unique content per page is definitely a benefit there.
Splitt then provides some JavaScript SEO tips for developers explaining how they can implement this for a smooth transition between pages for users.
You can use JavaScript to overwrite this behavior for users so when they click that link it doesn’t behave like a link that actually takes you somewhere else. But actually you overwrite the behavior of the link to just include the next 10 items on the page, so that you don’t have the janky move between the pages if that’s what you want to avoid.
That’s how I would implement it. Is that the best strategy? Maybe. It depends on what you’re trying to do and it depends on what is possible in the platform that you’re working with. That’s a discussion to have with your developers.
But in general we don’t interact with buttons, so if that’s all you have then you are out of luck. We are not seeing the other content. Having static links to pages is definitely a better strategy.
Splitt later in the hangout states that Googlebot does not click on the buttons as it is “expensive” in regard to the CPU power it consumes. You can watch the full question and answer in the video below:
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