Google Ends Continuous Scroll SERPS: What It Really Means
What will replace continuous scrolling on Google's desktop and mobile platforms?
Google is replacing continuous scrolling with a pagination bar on desktop and a "More results" button on mobile. The pagination bar allows users to jump to a specific page of search results or click "Next" to see more, while the "More results" button on mobile loads the next page.
How did site owners and marketers initially react to continuous scrolling in 2021?
Site owners and marketers initially welcomed continuous scrolling in 2021, as it exposed more sites to searchers and potentially increased engagement and click-through rates for results beyond the first page. It was seen as a positive change for SEO and user experience.
Why is Google ending continuous scrolling in search results?
Google is ending continuous scrolling in search results, claiming that the change will allow them to serve faster search results and that loading more results automatically didn't lead to significantly higher satisfaction with Google Search6. However, many in the search marketing community are skeptical about this reasoning and question Google's motivations.