Google Announces Rollout of Continuous Scroll on Mobile
We are excited to share a new feature that Google has been rolling out in the US throughout the month of October: the continuous scroll of English searches on mobile devices. Otherwise known as the “infinite scroll,” this new feature will allow Google users to keep scrolling on their mobile device after they search for something, rather than pressing the “more results” button at the bottom of the page.
Details About the Feature
In the past, when mobile users would reach the bottom of a Google search page, they would have to manually press a button to go to the next page. Now, the next page of search results will load and populate at the bottom of a mobile screen automatically. This allows users to continuously scroll through up to four pages of search results without having to press the “see more” button – giving a much more seamless experience. This is not a new concept for Google, since they have been testing the continuous scrolling feature for a long time, including earlier in 2021, in 2019, 2015, 2011, and even earlier beyond then. The feature became less of a possibility and more of a reality when the “more results” button was launched in 2018 by Google, allowing for additional listings to load below the current results, rather than loading an entirely new page.
Why Continuous Scroll is an Important New Feature
Rather than Google users getting tired of clicking to the next page of search results, they may be more motivated to keep scrolling with the infinite scroll feature. Users may be more encouraged to keep looking for listings, leading to potentially higher click-through rates and traffic from Google searches to your business’ website. This is definitely something to keep an eye on in the last few months of 2021.
Boost Your Google Search Rankings
The new continuous scroll feature provides a more seamless experience for Google users, which means that your firm may start to come up higher in search rankings, which is the key to gaining more clicks and website traffic, and therefore more clients. We are looking forward to seeing how this new feature plays out.