Google Discontinues Continuous Scroll on Search Results: What It Means for Your Business

In a significant update to its search functionality, Google has announced the rollback of continuous scrolling on its search results pages. Initially introduced in October 2021 for mobile users and later in December 2022 for desktop users, continuous scrolling allowed users to see several pages of results without clicking “Next.” However, starting June 25, 2024, ...

google results are paginated featured image

In a significant update to its search functionality, Google has announced the rollback of continuous scrolling on its search results pages. Initially introduced in October 2021 for mobile users and later in December 2022 for desktop users, continuous scrolling allowed users to see several pages of results without clicking “Next.” However, starting June 25, 2024, this feature will be phased out, first on desktop and subsequently on mobile. Here’s what you need to know about this change and its potential impact on your business.

The Shift Back to Pagination

When continuous scrolling was launched, the idea was to enhance user experience by providing more results without interruption. Users could seamlessly scroll through multiple pages of search results, which appeared to offer convenience. However, Google has decided to revert to the traditional pagination system, where users must click “Next” to load more results.

Starting today, desktop users will see the familiar “Goooooooooogle” pagination bar after the first 10 results. Mobile users can expect this change to roll out in the coming months.

Why Google is Making the Change

Google’s decision is driven by two primary factors: speed and user satisfaction. According to a Google spokesperson, loading only 10 results at a time is faster and more efficient. Additionally, Google’s data indicates that continuous scrolling did not significantly enhance user satisfaction. Most users tend to browse up to four pages of search results, and the automatic loading of additional pages did not translate into a better user experience.

For more details on Google’s announcement, you can read the full article on Search Engine Land.

Impact on Your Business

For businesses that rely heavily on SEO, this change could have notable implications:

  1. Click-Through Rates (CTR): With the return of the “Next” button, websites listed on the second page of search results might experience a decrease in clicks. Continuous scrolling provided more visibility to lower-ranked pages, but now, users may be less likely to navigate beyond the first page.
  2. Search Console Data: The change could also affect your Search Console metrics. Previously, users might scroll through multiple pages, impacting impressions and clicks. With pagination, you may see a shift in these metrics as user behavior adapts to the new format.
  3. SEO Strategies: Businesses may need to adjust their SEO strategies to adapt to this change. Ensuring that your website ranks on the first page of search results becomes even more critical. This might involve optimizing content, improving site speed, and leveraging high-quality backlinks.

How Prairie Giraffe Can Help

At Prairie Giraffe, we specialize in helping businesses navigate changes in the digital landscape. Our SEO experts are equipped to analyze these shifts and develop strategies that keep your website competitive. Whether it’s optimizing your content for better rankings or adjusting your SEO tactics to align with Google’s updates, we’ve got you covered.

Stay Ahead of the Curve

Continuous changes in search algorithms and features are a given in the world of digital marketing. Staying informed and agile is crucial for maintaining your online presence. Subscribe to our newsletter for the latest updates and insights into SEO best practices.

For personalized SEO solutions that drive results, contact Prairie Giraffe today. Let us help you grow your business and achieve your digital marketing goals.

Kellee Carroll
The founder of Prairie Giraffe, is a digital marketing specialist with a unique focus on contractors and service businesses. His expertise lies in Local SEO, Websites, and Google Ads, helping these businesses thrive in the online world.

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