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In late 2021, search giant Google introduced web surfers to a feature called “infinite scroll,” or “continuous scroll.” Essentially, when web users browsed a page of search results, those results automatically loaded to the next page of results. Users no longer needed to click a button to load more results or view subsequent pages of results. The change aimed to provide more results to individuals searching Google and boost the visibility of companies that didn’t appear on page one.
In late June of this year, however, Google announced that it was abandoning the continuous scroll option and scrapping the feature. The company first removed the option from desktop searches, and it will pull the technology from mobile searches sometime this month (July 2024).
Google told Search Engine Land that it is removing the feature to serve search results faster on more searches, instead of automatically loading search results that Google users didn’t explicitly request. The company found that loading more results automatically did not lead to significantly higher satisfaction with search results. (Search Engine Land’s own analysis found that the impact of continuous scroll technology was, at best, modest.)
Search Engine Land did note, however, that if your organization does not typically appear on the first page of search results, you may experience fewer hits on your website due to the retirement of continuous scrolling.
“If you were on Page 2, you might see less clicks to your website,” wrote Search Engine Land’s Barry Schwartz. “It all depends on if those searchers scroll and now click to the next page. Also, this may impact your Search Console data because searchers may scroll more or less versus click the ‘Next’ button.”
In desktop searches, web surfers will see Google’s classic pagination bar that allows users to jump to a specific page of search results or simply click “Next” to browse through the pages. On mobile Google search results, users will see a “more results” button they will need to click in order to bring up additional search results.
To discuss how Keyword Performance can help boost your organic search engine rankings, call us at 203-284-1929 or visit our website.
