Google Implements Continuous Scroll on Mobile Searches

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BACKGROUND

Last month, Google announced its latest interface update – continuous Google Search scroll on mobile devices. Instead of having to navigate to the next page of results, these will automatically appear as you continue to scroll down the page.

This update is scheduled to gradually roll out across English searches on mobile devices in the United States, meaning this update may already be noticeable on your mobile device. Google has also announced plans to continue to roll out in 2022.

Of course, this update is user-centric as Google strives for a more frictionless, or seamless, experience. The intent behind this update isn’t to keep users searching longer, but rather to make these options more easily available to those who want to continue searching or exploring other options.

Some questions we’re mulling over in regards to this update:

• What is the impact on SEO?
• What is the impact on my paid search ads?

ORCHARD’S POV

What is the impact on SEO?

Marketers are curious how this will impact organic traffic, impressions, and clicks. According to research provided by Google, reporting within Google Search Console (GSC) proves this update hasn’t negatively impacted SEO, but instead impressions for those ranking on page two (11-20) have the potential to increase.

There is suspicion whether or not CTR of top positions will decrease, but this is unlikely as these positions are still the foremost real estate on the search engine results page (SERP).

What is the impact on paid search ads?

Negligible. While Google doesn’t anticipate major (negative) impacts on paid search ads, there is suspicion whether or not impressions will rise overall and adversely impact CTR.

Ultimately, we view this update as “more good than harm” when it comes to website performance and related KPIs as Users are familiar with the “infinite scroll” used on most social feeds, as educational and meaningful content will continue to receive preferred treatment.

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