Google Removal of Continuous Scroll [Implications for SEO Strategy]

SEO Strategy

Google has made a big change to how search results look. They decided to go back to the old way of showing search results page by page instead of scrolling down continuously. This shift is important for SEO strategy In this article, we will talk about why Google made this change, what might have prompted it, and how it affects SEO techniques.

Historical Context

In October 2021, Google rolled out continuous scrolling for mobile search, which was later brought to desktop search in December 2022. This new feature lets you browse around four search result pages without having to click to move to the next page. Google pitched this as a way to make it simpler for you to find information.

Yet, things took a turn on June 25, 2024, when Google decided to backtrack on this choice. They opted to eliminate the continuous scroll feature from desktop search outcomes. 

Moreover, they intend to roll out a similar modification for mobile platforms soon. The explanation of Google for this adjustment is to speed up displaying search outcomes promptly for most searches. 

Instead of loading results automatically without user input, they want to focus on serving search results quicker.

According to them, continuously loading more results did not really make users happier with Search. 

But, some SEO specialists have different ideas

  1. Glenn Gabe suggests a potential connection to the recently introduced AI Overviews, speculating that the combination of the continuous scroll and AI Overviews may have placed an excessive strain on Google’s infrastructure.
  2. Brett Tabke, founder of the Pubcon search conference, posits a more controversial theory, suggesting this could be a step towards prioritizing sponsored advertisements and Google property links over organic search results.

It is important to note that these are speculative interpretations and should be considered as such.

The Current Search Engine Results Page (SERP) Layout

By bringing back pagination, users now see a more recognizable setup if they remember the old way before continuous scrolling. When you search on a desktop, you will notice a “Next” button at the bottom page, and on mobile, there’s a “More results” button. This alteration helps focus your attention on the first page of results, which might mean less visibility for content on subsequent pages.

Implications for SEO Strategy

The removal of continuous scroll necessitates several adjustments to SEO strategies

  1. Having pagination back means that getting on the first page of search results is now more important than ever. Studies show that the first page gets a whopping 91.5% of all Google traffic. 
  2. If your website used to be on the first page but has slipped down, you might see less traffic. 
  3. SEO experts might need to rethink their keyword plans and target longer, more specific keywords to climb back up. 
  4. To keep your spot on the first page, you must create top-notch content that meets needs of the users and shows your expertise.
  5. As more websites compete for the top spots on search engine result pages, certain technical aspects of SEO are becoming crucial for standing out. 
  6. Factors like how fast your site loads, how well it works on mobile devices, and the overall health of your site can make a big difference.
  7. Having good backlinks pointing to your site is also becoming more important in getting to that coveted first page of search results.
  8. If search engines start using pagination again, this could affect local businesses aiming for top rankings. Users might be less inclined to keep scrolling down past the local search results, so appearing there could become even more critical for those businesses.
  9. The reduced visibility of organic results beyond the first page may lead to increased competition and costs for paid search advertisements.

Recommended SEO Strategy Adaptations

To navigate this altered search landscape effectively, consider the following strategic adjustments

  1. When you are writing content for your website, make sure to use your target keywords in the title tags, meta descriptions, headers, and throughout the text. 
  2. It is important to keep your content natural and easy for the readers to read. Also, ensure that your website is easy to navigate, loads quickly, and offers valuable information to your visitors. 
  3. Another tip is to create detailed content that answers the questions of the users thoroughly. You can do this by creating pillar pages or content hubs that cover various aspects of a topic.
  4. Organize your content to boost the chances of being chosen for featured snippets, which can be a big deal.
  5. Use structured data to improve how your search results look and maybe get more clicks.
  6. Keep an eye on the content and backlinks of top-ranking competitors to fine-tune your strategy.
  7. If you are aiming for top organic search results in tough keyword competitions, think about running targeted paid search ads.

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