Back again with another Google SEO update, this time regarding continuous scrolling. Google announced they will be updating mobile search in the US with the ability to continuously scroll as more results automatically load.
Continuous scrolling to Google Mobile Search
In an announcement, Google says:
“At Google, we’re always exploring new ways to help people find what they’re looking for quickly and easily. Earlier this year, we launched a redesign of the Search results page on mobile for a more modern experience that’s easier to scan and navigate.
Today, we’re making browsing search results more seamless and intuitive with the introduction of continuous scrolling on mobile devices.”
For Google users this is a big time upgrade as it’s now possible to scroll through an almost endless list of results to find right content.
Previously on mobile devices, Google’s search engine results page for mobile mainly adhered closely to the ‘ten blue links’ format that was implemented in the beginning on desktop search. Rather than seeing a numbered page list at the bottom of results, users in general would only see a displayed ‘see more’ button. Clicking that button on a mobile device is equivalent to clicking on page two of desktop search results.
The ‘see more’ button isn’t completely disappearing, however Google says that searchers will be able to continuously scroll through “many more” results before finally triggering the ‘see more’ button.
What this means for business
As we all know, CTR rates are extremely low after first page results. This is particularly revealed in a 2020 study that finds the CTR of page two results is less than 1%. The reason behind users not clicking on the page two results is uncertain, but it could have something to do with the perceived quality of content that didn’t make it to page one. With continuous scrolling on mobile, there may be the potential that the bias behind page 1 results is removed.
Think of apps like TikTok, when you’re allowed to infinitely scroll and encouraged to do so. Maybe you’re scrolling for a few minutes, or maybe for several hours. With the same logic being applied to Google Search (okay maybe they won’t scroll through Google for hours), this has the ability to increase content discovery significantly.
We’ll see as the months go on if this change helps increase traffic for low ranking pages, and provide updates along the way. We will continue to share case studies and the latest SEO updates to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.
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