Google is making a significant change to its search user experience by dropping the continuous scroll feature. Introduced for mobile in October 2021 and later for desktop in December 2022, continuous scroll allowed users to see more search results without clicking through pages. However, Google has decided to revert to the classic pagination system. This blog explores the details and implications of this shift.

Continuous Scroll: A Brief History

Continuous scrolling was a notable change in Google’s search experience. Initially launched on mobile devices in October 2021 and extended to desktop searches in December 2022, it aimed to streamline the search process. By loading additional results as users scrolled, it eliminated the need for clicking through pages. However, this feature’s tenure was short-lived, particularly for desktop users, lasting only about a year and a half.

The Change: Back to Pagination

Starting June 25, Google began phasing out continuous scrolls for desktop searches. This will be followed by a similar change for mobile searches in the coming months. Users will now see the familiar pagination bar at the bottom of the search results page on the desktop, with a “Next” button to navigate to subsequent pages. On mobile, the “More results” button will return, replacing the automatic loading of additional results. But how will this impact your SEO? Well, there will be little to no change in your SEO campaigns as SEO agencies in Essex and al[l over the UK continue to fight for the position 1 spot.

Google’s Explanation

A Google spokesperson explained to Search Engine Land that the primary reason for this change is to improve the speed and efficiency of serving search results. The company found that continuous scrolling did not significantly enhance user satisfaction. By returning to the pagination system, Google aims to provide faster search results and a more efficient user experience.

 

Impact on Users and Website Traffic

The removal of continuous scrolls may affect how users interact with search results. For website owners, this could mean a decrease in clicks for pages that previously benefited from the continuous scroll feature. Users on page two and beyond might experience fewer clicks, as navigating to these pages now requires an additional click on the “Next” button.

This change may also influence Search Console data. With the return of the pagination system, user behaviour may shift, affecting metrics related to search visibility and user engagement. Website owners should monitor these changes closely to understand the impact on their traffic and search performance.

Google’s decision to drop continuous scroll in favour of the traditional pagination system marks a significant shift in the search experience. While the goal is to improve the efficiency and speed of delivering search results, it introduces a new dynamic for users and website owners alike. As Google continues to evolve, staying informed about such changes is crucial for optimising your online presence and search strategies.

For more insight into how you can better your marketing, get in touch with the team at Sierra Six Media, today!