Google recently announced that it would be discontinuing continuous scrolling in search results as a means to speed up the publication of search results. The decision has raised skepticism within the search marketing community, with many questioning the true motives behind the change.
Continuous scrolling, popularized on social media platforms, allows users to endlessly browse through content without a specific end point in mind. Google had implemented continuous scrolling in mobile search results in 2021, generating positive feedback from site owners and search marketers for increasing visibility on search engines.
Now, Google is phasing out continuous scrolling in favor of a more traditional pagination bar on desktop search results and a “More Results” button on mobile devices. While Google claims that this change will lead to faster search results, many remain unconvinced.
Some in the search marketing community, such as Brett Tabke, founder of Pubcon Search Marketing Conference, believe that the shift away from continuous scrolling will ultimately benefit Google’s advertising revenue by driving more clicks to Google ads and properties. This has led to concerns that organic search results may be pushed to page two or even to a separate domain, as Google consolidates its own answers and properties on page one.
Despite these suspicions, there are also voices, such as Kevin Indig, who argue that continuous scrolling is not always a good user experience, especially outside of the social media context. They suggest that purposeful browsing requires navigation with a purpose, rather than endless scrolling without direction.
While the motives behind Google’s decision to end continuous scrolling remain unclear, it is evident that the move has sparked debate within the search marketing community. Some view it as a way for Google to increase ad revenue and prioritize its own properties, while others see it as a step towards improving user experience in certain contexts.
Ultimately, the impact of Google’s decision to eliminate continuous scrolling in search results remains to be seen. As the search marketing community continues to analyze and discuss the implications of this change, it is clear that there are differing opinions on whether this move will truly benefit users and site owners in the long run.
Article Source
https://www.searchenginejournal.com/google-ends-continuous-scroll-serps-what-it-really-means/520768/
