Google is ending the continuous scroll feature in its search results, a feature available on desktop since December 2022 and on mobile since October 2021. This change aims to improve the speed and efficiency of serving search results. Users will now see the traditional pagination bar at the bottom of search results pages. This shift is expected to impact website click-through rates and Search Console data, necessitating strategic adjustments for digital marketers. Adapting to these changes will be essential for maintaining an effective online presence.
Why the Change?
According to a Google spokesperson, the shift aims to enhance the speed of serving search results. Continuous scroll, while convenient, did not significantly improve user satisfaction. By returning to the “Next” button on desktop and the “More results” button on mobile, Google hopes to streamline the search process.
What to Expect
Users will now encounter the familiar pagination bar at the bottom of their search results pages. This change may influence website click-through rates, especially for sites previously benefiting from continuous scroll visibility. Additionally, the impact on Search Console data could be significant, as user interaction patterns with search results might shift.
For digital marketers and SEO professionals, adapting strategies to this change will be crucial. Monitoring how users navigate search results with the reintroduced pagination will help in adjusting content and optimization tactics accordingly.
Stay updated with the latest changes in search engine features to maintain and enhance your digital presence.
