A new update was released by Google in October 2021 that allows mobile devices to scroll continuously.

Both iOS and Android are supported by the update. Despite its simplicity, it has created a stir within the search engine optimization (SEO) community because of its impact on search engine optimization (SEO).

Using this update, users will be able to scroll through search results continuously without having to tap “See more” at the bottom of the results page. Similar to social media feeds, the next results pages are used to automatically load on your screen. When browsing on a scrolling phone, this feature is truly convenient.

Infinite Scroll: What Does It Mean?

A technique known as infinite scrolling is a way of loading content in a website or app continuously as the user scrolls downward. Aza Raskin invented it and implemented it first on Raskin’s blog and Humanized Reader on April 28, 2006.

With this design structure, digital content does not need to be paginated into sequential pages. Twitter, Instagram, and Facebook are popular social media platforms for this type of content and search results design.

In today’s mobile world, the continuous scroll is considered a key feature that makes mobile phones more addictive. As a result, social media has been quite successful. Aside from making Google search results look different, infinite scrolling has other benefits as well.

How Did Google Bring Continuous Scroll to Mobile?

The continuous scroll interface was introduced by Google to improve user experience (UX). Not only does it offer quick information, but it also provides more information and inspiration. However, this update may not be suitable for everyone. In other words, it caters to a specific audience, i.e., those who have more user intent and are more likely to view information online.

The Following Are The Benefits Of The Update:

  • The click-through rates (CTRs) of sites that appear on pages two to four of search engine results pages (SERPs) are improved.
  • Provides more traffic opportunities for pages that aren’t on the first page
  • It increases engagement with the Google mobile app (keeps users on the app longer)
  • Enables Google to display more ads

What Are Its Benefits Of It For User Experience?

Scrolling through your phone and seeing the “click for more” button is definitely out of place in today’s mobile world. For more than two decades, this search experience has been around since the desktop era of web searching.

As a result of this update, users can conveniently scroll up and down the search results page to find additional information. While this change to Google search results has its pros and cons, it does have some downsides as well.

The Pros and Cons

There are benefits and drawbacks to including web scrolling in content design. The pros and cons of mobile scrolling are listed below.

The Pros
1. Users stay engaged with it.

The continuous scroll feature has this main benefit. With the new Google mobile search results, users will now be able to stay engaged for longer periods of time. Scrolling through mobile SERPs keeps users glued to their screens as they get answers to their questions and more relevant information.

It will not only look different, but it will also behave differently as well. According to Google’s AI, based on what users answer on organic search results, users are provided with more relevant information.

2. Many users will find it ideal.

GlobalStats estimates that 54.37 percent of online traffic worldwide is mobile. Meanwhile, 43.15 percent of online traffic comes from desktop computers, while tablets account for 2.48 percent.

The continuous scrolling feature eliminates the need to manage multiple tabs for users. Instead, it generates more content when scrolled down for mobile users.

3. The user experience is seamless.

Mobile scrolling makes it easier to find useful information quickly, which contributes to elevated engagement. As Google’s algorithm improves, you get insights you might not have considered when searching for information. Additionally, your sources won’t be limited to the SERPs’ first page.


The Cons
1. Long loading times and lag.

Continuous scrolling has the potential downside of increasing loading times. The loading of new search results may be slowed if your internet connection is slow. Technical SEO specialists can help site owners overcome this problem by optimizing the loading speed of their sites.

The update is still being rolled out initially in the United States. Google must come up with a solution for the potential slow loading times of mobile SERPs as this update is rolled out to the rest of the world. There may be a problem for some users in South America and Asia where the internet is relatively slow.

2. Challenges related to clutter and accessibility.

Google organic search results have become more disorganized, according to some users. It is inconvenient to have too much information displayed on a scrolling phone, and cluttered information makes it harder to access. Your results now include product suggestions, sponsored content, videos, search snippets, news stories, info boxes, as well as ads.

People with disabilities may have difficulty navigating through mobile scrolling content due to continuous scrolling, according to the Bureau of Internet Accessibility (BIA).

It was stressed by the BIA that users should not be prevented from accessing digital resources due to mobility, audio, or visual barriers. As a result, Google must ensure that this update adheres to the most recent Web Content Accessibility Guidelines.


The Benefits of This Update

For this update to be effective, you need to focus on the following.

1. Make Your Design Persuasive

The best SEO audit agencies will advise you to make your titles and descriptions count – make them appealing. Moreover, users will find it easier to navigate the SERPs with the continuous scrolling feature. There will be more options for people searching for information as a result.

Web content optimization, particularly in the title and description, can change the game. Search engine results will show it first. When people see your link’s title and meta description, they’re more likely to click on it.

Video titles and thumbnails should be more relevant and catchy. Depending on where your video appears in the SERPs, you should include a compelling title and thumbnail to entice viewers to click on it.

2. Maintain High-Quality Content

People click on your link based on your title and description. Content quality ensures that your visitors stay on your website. You can make or break your SEO efforts with continuous scrolling. To achieve better results, you may want to consider partnering with an experienced but affordable SEO company whose content meets user intent.

3. Make Your Site and Web Properties Mobile-Friendly

In recent years, Google has placed a significant emphasis on mobile web design. It’s a repeat of what they did with the last update. In order to improve your site’s mobile-friendliness, you must ensure that your site provides a great user experience on mobile devices and leverage technical SEO services.

The SERPs don’t count continuous scrolling as a signal that you’re vetted to get more clicks. If your site isn’t mobile-optimized, you may experience a higher bounce rate (or the number of visitors leaving after visiting just one page).

Benefits of Working with a Las Vegas SEO Agency

There will be more “visually disrupting” updates from Google in the future. We should expect more changes to the mobile SERPs or Google search results in the future. Keeping up with the ever-changing trends in search results design is best achieved with the help of an experienced SEO consulting firm. Additionally, smaller businesses can find an affordable SEO service if their budgets are limited.

Mac J Web offers technical SEO services to companies of all sizes. Every Google update that has come along has required us to adapt our digital marketing strategies. In order to stay ahead of the competition, we help you improve your search engine marketing and pay-per-click (PPC).

If you would like to receive a free quote, please call (858) 598-4909 or fill out this form.