What is this infinite scroll?
Previously on Google’s mobile results page, you would have the first 10 or so results all on one page. When you got to the bottom of that page, you’d find the “next” button that would take you to the next batch of results.
Now Google is removing that mechanism; instead of having the option to go to the next page of results, they’re eliminating these pages completely. Instead, Google’s mobile SERP will now show four pages’ worth of search results — once you scroll to the bottom of those, instead of a button to go to the next page you’ll see a “see more” option, which will load the next four pages’ worth of results on the same screen. All of these will be on the one initial results page that continues as long as you keep scrolling, hence “infinite scroll.”
Gif of mobile view of the infinite scroll
Why the change at all?
The update came about because Google took a look at users’ typical habits and realized that mobile users’ needs would be better served by this more seamless mechanism rather than the old way of going page-by-page.
Specifically, Google noted that although sometimes people find what they want within the first few results, they often end up browsing through around four pages — compiling those four into one space makes it easier for them to find what they need. From there, having more results simply load beneath the initial ones makes it easier for users to look between them instead of having to go back and forth between different pages that have options in which they’re interested.
Why you should be aware of this update
This change to Google’s mobile SERP falls kind of under the same category that many new online things do, as far as marketers are concerned — it’s not something over which you need to take drastic action, but it’s something you should keep in your periphery and monitor.
The truth is, we don’t know exactly what this change will mean for digital marketing, whether PPC, organic SEO-related efforts, or other.
That being said, there are still inferences that can be made, or at least educated guesses about the impact this could have.
For example, it’s reasonable to predict that click-through-rate and engagement with your highest-ranking search ads could decrease since users can more easily access lower-ranking sites. Similarly, your organic content that normally ranks lower might see more traffic as it’s more accessible to mobile users. Generally, it’s a fair prediction that there will be a less intense dropoff between the highest-ranking search results’ impressions and the less high-ranking results that are still within that four page window, than there was in the previous layout where users had to click for each page. Even beyond that, there will probably be more visibility for search results beyond the “see more” button that initiates further scrolling instead of a new page.
Just like all updates, there’s potential here for this one format change to have ripple effects beyond just being a format change. In all likelihood, nothing crazy drastic will happen — but what does happen still will likely alter your search advertising results to varying degrees. Even if the effects aren’t dramatic, they could still add up over time. And regardless — you always want to make sure you’re operating efficiently!
Overall, this isn’t anything to freak out about, but it’s important to keep an eye on, anticipate effects, and adapt accordingly.
