For the past two years, Google Search has offered a seemingly endless stream of information through its infinite scroll feature. This functionality allowed users to continuously scroll through search results without needing to click on separate pages. However, in a recent shift, Google has announced it will be discontinuing infinite scroll, opting for a more traditional page-by-page search result format. Let’s delve deeper into this change and explore its potential implications for users and SEO strategies.
Paging Through the Past: A Look Back at Infinite Scroll
In 2021, Google introduced continuous scrolling for mobile search results, mimicking the endless scroll users experience on social media platforms. The feature proved popular, offering a seamless browsing experience and potentially encouraging users to delve deeper into search results. A year later, Google extended the functionality to desktop search results, solidifying its commitment to an infinite scroll future.
Hitting the Brakes: Why is Google Discontinuing Infinite Scroll?
Despite its initial appeal, Google has decided to roll back Infinite Scroll. The company cited a few key reasons for this change:
- Prioritizing Speed and Efficiency: Google claims that infinite scroll didn’t necessarily translate to a more satisfying search experience. By automatically loading more results, the search engine might have been prioritizing quantity over quality. The company suggests that the return to a page-by-page format will allow them to serve search results faster on more searches, focusing on delivering the most relevant information upfront.
- User Control and Awareness: The infinite scroll format could potentially lead users to scroll mindlessly through irrelevant results. With the return to pagination, users have more control over their search journey. They can see how many search results exist and choose to navigate to specific pages based on their needs. This increased control can foster a more purposeful and efficient search experience.
Unveiling the New Look: Paging Forward with Google Search
So, what can users expect with the discontinuation of infinite scroll? The changes will be implemented in two phases:
Desktop Users: The change has already begun rolling out for desktop searches. Users will now see a traditional page layout with page numbers displayed below the search bar. Following this row of page numbers will be a “Next” option, allowing users to easily navigate to the subsequent page of results.
Mobile Users: The update for mobile devices is expected to arrive “in the coming months.” While specific details haven’t been confirmed, Google might introduce a “More Results” button at the bottom of the search results page. Tapping this button would likely load the next page of search results, similar to the functionality currently offered on the desktop.
The Impact on SEO: A New Era for Search Engine Optimization
The shift away from infinite scroll could potentially impact SEO strategies. Previously, SEO efforts might have focused on optimizing content for various positions within a single, seemingly endless page of search results. With the return to pagination, websites ranking lower on the first page might see a decrease in organic traffic. However, this change also presents an opportunity for SEO professionals to refine their strategies:
- Prioritizing First Page Rankings: As the first page of search results will likely receive the most user attention, SEO efforts should double down on optimizing content to rank highly for relevant keywords. This includes utilizing relevant keywords throughout the content, acquiring high-quality backlinks, and ensuring a strong on-page optimization foundation.
- Structured Content and User Engagement: With users potentially less likely to scroll endlessly through pages, content structure and user engagement become even more crucial. Content should be well-structured with clear headings, subheadings, and bullet points, guiding users towards the information they seek. Additionally, focusing on creating engaging and informative content that compels users to dwell on a page can help improve website traffic and dwell time.
- Leveraging Local SEO: For local businesses, optimizing their online presence for local search results becomes paramount. This includes claiming and verifying Google My Business listings, ensuring accurate NAP (Name, Address, Phone Number) citations across the web, and garnering positive online reviews. By focusing on local SEO, businesses can increase their visibility in localized search results, potentially mitigating the impact of lower rankings on broader search queries.
Frequently Asked Questions:
1. Why is Google discontinuing infinite scrolling?
Google is discontinuing infinite scrolling because it did not lead to higher user satisfaction. The company found that a page-by-page format allows for faster and more efficient delivery of search results.
2. When will the change take effect on desktop and mobile?
The change will take effect immediately for desktop users, while mobile users will see the change “in the coming months.”
3. How will the new search format look?
Desktop users will see page numbers and a “Next” option below the search results. On mobile devices, a “More Results” button will likely be introduced, allowing users to load the next set of search results manually.
4. What issues has Google faced with its AI features?
Google’s AI features, particularly AI Overviews, have faced issues such as displaying false and bizarre information. These problems were due to difficulties in filtering out unreliable sources.
5. How has Google addressed the issues with AI Overviews?
Google has scaled down the AI Overviews feature, which now appears in only 15 percent of search queries. This allows Google to refine its AI algorithms and improve content accuracy.
