We have thousands of reviews on a travel website which we are investigating how to structure properly. To this end I have had a look at how booking.com, airbnb.com and tripadvisor.com do it.
Let's suppose you have a travel listing for accomodation and it is example.com/somehotel.htm
Show a handful of reviews on the same page as the item they reviewing, ie. directly on example.com/somehotel.htm
When somebody clicks next page, use AJAX to dynamically load more reviews onto that same page.
Booking.com and AirBnB.com do it this way. It does not appear that Google indexes all the reviews this way, so they may do it for better UX.
Tripadvisor has separate (static) review pages and they all get indexed. So off the listing for the item, e.g example.com/somehotel.htm
They then link to
With the latest content appearing on "-1.htm". i.e. the content of the pages will always be changing.
Now bear in mind:
- Generally one wants to rank for the item listing page (example.com/somehotel.htm) so perhaps having reviews on separate URLs is not that important as they may never rank for any searches? So perhaps there is some good thinking behind method 1?
Any feedback greatly appreciated!