Google Reverts Continuous Scroll on Desktop Search
On June 26, 2024, Google announced that it is discontinuing its continuous scroll feature on desktop search, reintroducing the traditional pagination bar. The change is aimed at speeding up search results by only loading the specific pages that users request. The continuous scroll was implemented for desktop devices in December 2022 and on mobile in October 2021. This shift is expected to enhance the user experience by providing faster, more targeted results without automatically loading extra pages that the user may not necessarily want to see. The continuous scroll feature will also be phased out on mobile search in the coming months.
Why the Change?
Google explained that reverting to pagination allows them to serve results more efficiently. Users will now see a ‘More results’ button instead of an automatically loading continuous scroll. This change is seen as a move to reduce resource usage and improve search speed. By loading only the results the user explicitly requests, Google can optimise its resources and provide quicker, more relevant search results to its users, instead of loading content that users may never scroll down to see.
Industry Reactions
The SEO community has had mixed reactions to this news. Some see the return of pagination as a positive move for user experience and resource management. Others speculate it might be tied to how AI overviews are triggered, making search results more dynamic and responsive. For instance, Glenn Gabe, an SEO Consultant, suggested that this change could be related to AI overviews, hinting that Google might be optimising how AI-powered features are displayed. Other industry experts have pointed out that pagination reduces choice fatigue and allows for more strategic placement of search results.
Expert Opinions
John Mueller from Google emphasised the importance of continuous optimisation in a LinkedIn post, noting that digital platforms must evolve and adapt to remain relevant and efficient. He highlighted the necessity for any website, service, or product to regularly optimise and rethink metrics to stay ahead in the fast-paced online world. This sentiment reflects Google’s approach to constantly refining its search algorithms and user interface for better performance and user satisfaction.
What This Means for Your Business
For businesses relying on SEO and digital marketing as part of their overall marketing strategy, these changes highlight the need to stay adaptable. With Google’s ongoing adjustments, it’s crucial to optimise your web presence continuously, or risk being left behind. The return to pagination means businesses must focus even more on creating high-quality content that can compete effectively on the first few pages of search results. Ensuring your website is optimised for speed and relevance will be key in maintaining and improving your search rankings going forward.
How Peppermint Can Help
At Peppermint, we specialise in keeping your digital marketing strategies up-to-date. Our team of experts is here to help you navigate these changes and ensure your business stays ahead of the curve at every step. We provide comprehensive SEO services, from keyword research and on-page optimisation to link building and content creation. Our goal is to help your business achieve higher search rankings and attract more organic traffic.
We also offer services in PPC advertising, social media management, and email marketing to provide a holistic approach to your digital marketing needs. Our tailored strategies are designed to boost your online presence, drive traffic, and convert visitors into loyal customers.
Don’t let changes in Google’s search algorithms catch you off guard. Contact Peppermint today to optimise your website and enhance your search engine performance. Let’s work together to build a robust digital marketing strategy that adapts to the evolving digital landscape and drives your business forward!
