Intro
Google has announced the end of continuous scrolling in search results (SERPs), citing the need to speed up the serving of search results. However, this explanation has left many in the search marketing community questioning the true motives behind the decision.
The Concept of Continuous Scroll
Continuous scroll, popularized by social media platforms, allows users to navigate content endlessly without clicking to the next page. In 2021, Google adopted continuous scrolling for mobile search results, displaying up to four pages of web results before requiring a user action to see more. This change was initially welcomed by site owners and marketers as it increased the visibility of more sites to searchers.
The Change Back to Pagination
According to a report by The Verge, Google is discontinuing continuous scroll on desktop first, followed by mobile. Desktop users will see the classic pagination bar, while mobile users will have a "More results" button to load additional pages.
The Real Impact: Community Reactions
Despite Google's claim that the change is to improve speed, many in the search marketing community are skeptical. The U.S. Department of Justice has released emails showing Google executives discussing ways to increase advertising visibility in search results, fueling doubts about Google's true motives.
Brett Tabke, founder of Pubcon and the person who coined the term SERPs, expressed his views:
“It effectively boxes more clicks onto page one. That will result in a higher percentage of clicks going to Ads and Google properties. I think it is more evidence that Google is on a path to a new version of a portal and away from search. Organic search itself will move to page 2, and I believe eventually to a new domain."
This sentiment is echoed by many others on social media platforms, with users expressing concerns about the decreasing visibility of independent websites in search results.
“I wouldn’t be shocked if it was hurting bottom-of-the-page / top of page 2+ ad clicks.”
“Why not just show one page with Google AI, Reddit and the usual culprits? Who clicks on page 2 anyway?”
Alternative Perspectives
While skepticism abounds, some industry voices offer a different take. Kevin Indig noted that continuous scrolling might not be universally beneficial, even suggesting it is a subpar solution for many websites. Indig's perspective highlights that infinite scroll, while effective for social media, may not provide the best user experience for search results, e-commerce, or informational sites.
Conclusion
The end of continuous scrolling in Google SERPs has sparked significant debate within the search marketing community. While Google cites speed improvements as the reason, many believe the change aims to prioritize ad visibility and Google properties. Regardless of the motivations, the shift back to pagination marks a significant change in how users will interact with search results.
