Who would have ever thought that Google would mimic Instagram, Twitter, or Facebook? But they did—or at least tried—when, in 2021, they announced that users no longer have to click on the next page to browse through search results. Instead, they can scroll infinitely, a feature known as infinite scrolling.
However, this feature has had a short lifespan. On June 25, 2024, marketers woke up to the shocking news that Google has decided to stop continuous scrolling for desktop Google Search results. It was surprising because infinite scrolling benefited websites, particularly those not on the first page, by increasing their impressions. According to Search Engine Land, impressions for pages 11-15 increased from 20% to 25% after continuous scrolling was introduced.
Now, this decision has prompted many questions – How will this change impact websites? What steps can websites take to adapt? And what do SEO experts think about Google’s decision? Keep reading to find out.
- Understanding the Difference Between Google’s Continuous Scrolling and Infinite Scrolling
- But….Why Did Google Stop Continuous Scrolling?
- What Do SEO Experts And Content Marketers Think About This Decision?
- How Will This Decision Affect Search Rankings?
- Tips to Adapt to Google’s Continuous Scrolling Change
- Want to Rank Higher On Search Rankings?
- About the Author
Understanding the Difference Between Google’s Continuous Scrolling and Infinite Scrolling
Before understanding its impact, we must look at the differences between infinite and continuous scrolling.
1. Infinite Scrolling
Infinite scrolling, first introduced on mobile devices, allows users to scroll through search results without switching pages. For instance, if you search for “best laptops to buy,” you can browse up to four pages of results without clicking a “see more” button. This feature enables users to view a wide range of search results seamlessly.
2. Continuous Scrolling
In December 2022, Google implemented continuous scrolling for desktops. This feature displayed more than ten search results at a time. As users scrolled down, results from Page 2 and Page 3 were automatically added to Page 1. Unlike mobile’s infinite scrolling, continuous scrolling on desktops showed up to 50-60 results from 5-6 pages. Users then had to click on the next page to see more information.
However, according to a report from Search Engine Land, Google has stopped continuous scrolling on desktops and plans to phase out infinite scrolling on mobile devices in the coming months.
So, how will the searches appear now?
Well, Google is reverting to the old system on desktops. Users will have to manually click the “next” button to move to subsequent pages. A pagination bar will appear at the footer of the search results, allowing users to navigate by clicking “Next” or selecting the page number they want to see. On mobile devices, users will have to tap the “More results” button at the bottom of the page to load additional results.
But….Why Did Google Stop Continuous Scrolling?
As usual, Google keeps everything top secret, so we don’t know exactly what prompted them to make this decision. However, in a conversation with Search Engine Land, Google’s spokesperson stated, “This change is to serve the search results faster on more searches, instead of automatically loading results that users haven’t explicitly requested. Loading more results automatically didn’t lead to significantly higher satisfaction with Search.”
What Do SEO Experts And Content Marketers Think About This Decision?
Since the news broke, there have been a lot of hush-hush discussions in marketing circles. To get a clearer picture, I reached out to experienced content marketers and SEO experts for their take on the update. Here’s what they had to say:
Andy Crestodnia – Co-Founder/Chief Marketing Office of Orbit Media
“Because the infinite scroll wasn’t used by Google in Europe, I always thought it was kind of an experiment. The fact that they removed it suggests it didn’t have a big impact on results, either for users or ad revenue.
I don’t expect to see any impact on clickthrough rates. There’s so much happening in the SERPs these days, this is the last thing an SEO should be worried about!“
Tanmay Ghosh – Founder of Tachomind
“I look at it as a drawback right now. Previously, clients ranking on the second or third page benefited from infinite scrolling, which led to more clicks. We saw a boost in organic clicks on our site, but now those have dropped sharply.
The removal of infinite scrolling seems to benefit PPC clients. When infinite scrolling was introduced, the number of ads per page decreased to 3-4 at the top and 1-2 at the bottom. This likely reduced ad clicks and revenue for Google, prompting them to remove infinite scrolling.
From an SEO perspective, it’s a complete loss. The clicks on the second and third page have dropped by 30-40%.”
Sourabh Yadav – Co-Founder of Qoulomb
“I see Google’s infinite scroll removal as a calculated move with far-reaching implications.
First, this change primarily bolsters Google’s new AI overview feature, subtly funnelling users towards AI-generated content. Secondly, you can expect a surge in CTRs for top 10 positions but a sharp decline for positions 11+. The “Page Two Wasteland” (positions 11-20) will be hit hardest.
This isn’t just a UX change – it’s a fundamental restructuring of the digital visible economy. SEOs must adapt swiftly to thrive in this new paradigm.”
But Glenn Gabe, President of G-Squared Interactive LLC, took a different approach. He thinks it might have something to do with recently introduced AI overviews.
How Will This Decision Affect Search Rankings?
Given the mixed opinions on Google’s recent update, it’s clear that its true impact on impressions, clicks, and CTR will only become evident in the coming months. However, after reviewing published opinion pieces and consulting with SEO experts, I believe the end of Google scrolling will have the following effects.
1. Reduced Impressions
As initially noted, the impressions for websites appearing on pages 15-20 increased from 20% to 25% due to infinite scrolling. However, in his YouTube video, Amit Tiwari, founder of Click Local Digital Advertising, says that with the end of Google’s continuous scrolling, these sites are likely to experience a significant drop in impressions.
2. Drop in Click-Through Rate (CTR)
With traditional pagination, the CTR is highest for results on the first page. The removal of infinite scrolling reinforces this pattern, increasing competition for top spots and emphasizing the importance of high search rankings.
3. More Focus on the First Page
Like before, the focus will now shift back to Page 1, which accounts for 91.5% of all Google traffic. As Sourabh points out, Page Two is likely to become a ‘wasteland’ again, which is where this classic joke comes from.
4. Decreased Session Duration
Continuous scrolling typically results in longer session durations as users engage with more content. Without it, session durations might decrease, potentially affecting engagement metrics important for SEO.
Tips to Adapt to Google’s Continuous Scrolling Change
Now that Google has reverted to traditional pagination, what can you do to ensure that your website ranks on the first page? Here are some tips to follow:
1. Content Audit and Optimisation
Analyse your existing content regularly to ensure it remains relevant and optimised for the right keywords. Focus on improving the user experience by updating outdated information, incorporating targeted keywords, and improving readability. This practice should be a continuous effort to maintain and boost your ranking potential.
2. Technical SEO Check-Up
Almost 40% of people abandon the website if it takes more than 3 seconds to load. To prevent this, make sure your website is mobile-friendly, has a fast loading speed, and maintains a clean technical foundation. Regular technical audits can help identify and fix problems that may impact your site’s performance and user experience.
3. Double Down on Keyword Research
Whether you like it or not, you’ll have to up your SEO game and focus on creating SEO-optimized content to rank higher. Identify high-intent, relevant keywords that align with your audience’s search behavior. Optimize your content to include these keywords naturally. Additionally, consider using long-tail keywords to address more specific user queries, which can drive targeted traffic to your site.
4. Focus on E-A-T
With ads, AI overviews, and SERP features increasingly crowding Page 1, the competition for organic rankings will become much tougher. To compete effectively with Google’s AI-generated content, Sourabh recommends that websites prioritise creating E-A-T content—focused on Expertise, Authority, and Trustworthiness.
5. Content Clustering for Topic Authority
Group related content under central topics to establish your website as an authority in specific areas. This strategy, known as content clustering, involves creating pillar content that covers broad topics and linking it to more detailed, related articles. This way, search engines can better understand your site’s structure, ultimately improving your ranking for related queries.
6. Robust Internal Linking Structure
Develop a strategic internal linking network that connects relevant content pages. This not only makes it easier for users to navigate your site but also signals to search engines the significance and relevance of your content, improving your chances of ranking higher.
Want to Rank Higher On Search Rankings?
Google’s continuous scrolling has been a double-edged sword. On the one hand, it allowed smaller websites or those ranking beyond Page 1 to appear on the first page, boosting their impressions and improving click-through rates. On the other hand, it negatively impacted paid ads, leading to fewer clicks. Now, with the removal of continuous scrolling, the dynamics have shifted once again.
The best way to adapt to this change is by focusing on creating high-quality, valuable content. At Ukti, we specialize in producing content that converts and drives traffic to your website.
Interested in our services? Visit us at ukti.co.in! For the latest updates in content marketing, follow us on LinkedIn, where we regularly share bite-sized insights. See you there!