Google Ends Continuous Scroll SERPS: What It Really Means

  • June 26, 2024
  • SEO

credit: Roger Montti

Google ends continuous scroll in search results, giving an explanation that raises more questions than answers

Google announced that they are ending continuous scrolling in the search results (SERPs) as a way to speed up the serving of search results. Many in the search marketing community question that reason and raise questions about it. What’s really going on here?

Continuous Scroll In Search Results

Infinite scroll is a way of showing content that was popularized by social media in which users can aimlessly navigate in a state of constant discovery. It’s purposeless navigation.

In 2021 Google adopted Continuous Scrolling in the mobile search results, which showed up to four pages worth of web results before requiring users to click a link to see more. This change was  welcomed by site owners and the search marketing community because it created the possibility of exposing more sites to searchers.

No More Continuous Scroll

The Verge recently published a report that Google has decided to remove continuous search in order to be able to serve faster search results. The change happens first to desktop search results to be followed later by a change to the mobile search results.

The Verge reported:

“In its place on desktop will be Google’s classic pagination bar, allowing users to jump to a specific page of search results or simply click “Next” to see the next page. On mobile, a “More results” button will be shown at the bottom of a search to load the next page.”


What’s The Real Impact?

While Google claims that the change is to help Google serve faster search results, many in the search marketing community are skeptical about the impact and with good reason. The U.S. Department of Justice released emails showing Google’s top management colluding about ways to show more advertising in the search results.

Brett Tabke, founder of Pubcon search marketing conference (and the person who invented the acronym SERPs), offered his opinion about the change to continuous scroll:

“It effectively boxes more clicks on to page one. That will result in a higher percentage of clicks going to Ads and Google properties. I think it is more evidence that Google is on a path to a new version of portal and away from search. Organic search itself will move to page 2, and I believe eventually to a new domain.

They will move away from organic results on page one. So what is left?

1) Google Ads

2) Google property links

3) Google Overviews vomit and

4) a link to page two.

They are on a path to fulfilling all general “searches” with their own responses in some form or another. When they don’t have a perfect response, maybe they will do “people also ask” and those lead back to a SERP where they can fulfill the search with their own properties and responses.”

If you have lost top positions due to this situation, please call the experts at at 833 3 SPYDER or 833 377 9337.

Jim is a Senior Digital Marketing Strategist Spyder Digital and has over 19 years of experience in the field. His insight and ability to drive new business for his clients from the Internet is unparalleled.


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