The Google continuous scroll blurs the lines between the first and second pages, even the third. It makes it more likely for users to click on results that aren’t on page 1.
But this isn’t the case anymore.
On June 25, the continuous scroll feature was retired from desktop search, with mobile search following suit “in the coming months.”
Search Engine Land first reported the news.
The change marks the return of the traditional Google pagination bar on the desktop, where users can jump to specific pages or click “Next” to load and see additional results. On mobile, a “More results” button will soon replace the continuous scroll at the bottom of searches.
The familiar Google pagination bar, complete with the classic “Gooooooooogle” logo, will make a comeback, listing pages from 1 to 10.
Let’s look into the news and more, this blog covers:
• What Is Google Continuous Scroll?
• Why Is Google Retiring the Continuous Scrolling Feature?
• How the Lack of Google Continuous Scrolling Impacts Your Traffic and Leads
• Search Engine Optimization Tips To Rank on Page 1
• Get Expert Help: Want To Rank Higher on Google Search Results?
What Is Google Continuous Scroll?
The Google continuous scroll, also referred to as infinite scroll, was introduced by the search engine giant to enhance user experience by eliminating the need to click page numbers or “Next” to see additional search results. Instead, users could simply keep scrolling down the page, and more results would automatically load.
(Search Engine Land)
It was first launched on mobile search in October 2021, then desktop search in December 2022.
The Google search results change or feature aimed to mimic the endless scrolling experience of social media platforms and provide a more seamless way for Google users to find information.
Without the Google continuous scroll feature, the distinction between the first and subsequent pages is reinstated. Now, the return of the Google pagination can potentially reduce visibility for those not ranking on the coveted first page.
Why Is Google Retiring the Continuous Scrolling Feature?
According to a Google spokesperson, the move is aimed at serving search results faster. The company found that auto-loading more results didn’t necessarily have positive effects on user engagement and satisfaction.
Google is known to be continuously experimenting with different ways to improve the search experience on its platform based on data such as user behavior. So, the decision seems to stem from the need to refine and optimize how users interact with search results, focusing on speed, relevance and overall satisfaction.
While faster load times are a clear advantage for Google’s end-users, the shift isn’t entirely welcomed by all website owners. Naturally, businesses are worried about the traffic impact and effects on user engagement.
How the Lack of Google Continuous Scrolling Impacts Your Traffic and Leads
Websites on the second, third and subsequent pages may see a negative traffic impact or a drop in clicks. Less than 1% of users, 0.63 to be exact, clicked on a search result on the second page, a previous study revealed.
Plus, even those on the first pages are at a disadvantage against ads, which can take up room for ultra-competitive search terms.
If your website primarily ranks on Page 2 of Google’s search results, you want to make some changes to protect your traffic and lead flow.
Search Engine Optimization Tips To Rank on Page 1
Only last month, the SEO world was abuzz with what could be the biggest Google leak ever. As many continue to digest the leak and with this Google search update 2024, it’s a good time to revisit some tried-and-true strategies to help your website rank on Page 1.
1. Target Long-Tail Keywords
Long-tail keywords might not get as much traffic as shorter terms, but they are goldmines for targeted traffic. These specific phrases are less competitive and often capture users further along in their buying journey. For example, instead of targeting “shoes,” aim for “best running shoes for flat feet.” This strategy can help attract more qualified leads.
2. Nail the Quality of Your Content
Quality content is non-negotiable. Ensure your posts are well-structured and free of grammatical errors and provide value. High-quality content has positive effects on user engagement as it encourages them to spend more time on your site. So, you also want to use headings, bullet points and short paragraphs to make your content easy to read and navigate.
3. Ask Questions and Answer Them
Whether it’s a blog section or a frequently asked question (FAQ) page, addressing common questions can promote your content performance. Questions naturally align with how users search, so including them in your content can help you rank higher. Plus, it shows that you understand your audience’s needs.
4. Don’t Forget Your Meta Descriptions
Meta descriptions are your chance to make a first impression. You want to include your target keywords and craft compelling descriptions that encourage clicks. These content snippets appear under your page titles in search results, influencing whether users click through to your site.
5. Speed, Speed, Speed
No one likes a slow website. If your page takes too long to load, users will bounce off your site and find information elsewhere. To avoid this, look into your technical SEO to optimize images, use a content delivery network (CDN) and streamline your site’s code to improve loading times. Fast websites not only enhance user experience but are also rewarded by search engines like Google.
6. Improve Your Backlink Profile
Building a strong backlink profile is crucial. Links from reputable sites lend you “link juice,” which signals to Google that your content is trustworthy and authoritative, two qualities favored by the search engine titan. Focus on creating high-quality content that others want to link to and reach out to relevant websites for link-building opportunities.
To add, looking into user behavior or how users interact with your website, especially content, tells you a lot about how you can improve your SEO.
Want To Rank Higher on Google Search Results?
The recent Google search update 2024 underlines the need to establish and maintain a strong presence on page 1 of the search results.
At Thrive, we help your business weather these Google search results changes with ease.
Our team refines your keyword strategy using the latest best practices, targeting those all-important search terms, including long-tail ones, that drive a positive traffic impact and better conversions.
With our technical SEO and web design expertise, we also ensure your site provides a seamless, enjoyable user experience for visitors, from fast loading times to mobile responsiveness. Then, by analyzing user behavior, our team further optimizes your content and site as a whole to meet their needs and expectations.
Google’s algorithms and features will continue to change. So, let us help you better your chances of securing a top spot on Page 1. Talk to our team.
