Google’s newest feature: continuous scrolling

Continuous scrolling is the newest feature for mobile Google search. The feature is initially only available in America, but it should be possible to use it worldwide. In the following article we will show you what effects the feature will have on search engine optimization and mobile search.

Google Continuous Scrolling: Explanation

At the moment, the “View more” button must be clicked below the similar search queries. By clicking on the button, further search results are displayed. With continuous scrolling, this click is no longer necessary. The entries are automatically expanded as soon as the end of the results page is reached when scrolling. Google is testing the feature in the US for both mobile and desktop searches. It remains to be seen to what extent the feature will be rolled out in Europe.

Continuous scrolling infinite scrolling

Continuous scrolling should not be equated with infinite scrolling. Because with infinite scrolling, an infinite number of search entries are reloaded. With continuous scrolling, on the other hand, the first 40 Google search results are displayed. For all other results, a button must still be clicked.

Effects of continuous scrolling

The continuous scrolling holds the hope that websites with a poorer Google ranking will also receive a few clicks. Because the line between the hard-fought side 1 and side 2 is blurring. As a result, websites on page 2 can also receive more user attention. Scrolling is a typical behavior for the user, which is already practiced through social media. The fact that there is a lower end can be of importance for entries from page 2 onwards.

What concrete effects the feature will have remains to be seen. But especially websites with a poorer ranking can benefit from continuous scrolling.