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Google Eliminates Continuous Scroll & it’s Impact on SEO

Screen Shot of Google Pagination Bar at the bottom of search
Pagination Returns On Google

As of June 25, 2024, Google has discontinued continuous scrolling for desktop and laptop search results. This change will extend to mobile search results within the next few months. According to Google, this modification aims to enhance user experience by providing faster search results. However, the reintroduction of the pagination bar raises concerns about the underlying motivations, particularly among marketing professionals who suspect it might boost the visibility of Google Ads at the expense of organic SEO.

The Changes

  • Desktop: Google has reintroduced the classic pagination bar, enabling users to jump to specific pages or click "Next" to view subsequent pages.

  • Mobile: A "More results" button will now appear at the bottom of the search, loading the next page upon clicking.

The Real Impact on SEO

Prioritization of Page One:

  • The first page of Google search results will once again be crucial, displaying 11 to 14 results, including Google Maps and Ads.

  • Organic results will likely be pushed to page two, reducing their visibility.

  • Page one may predominantly feature Google Ads, Google Property links, Google Maps, and Overview Content, diminishing the presence of independent websites.

Increased Competition for Page One:

  • Ranking on the first page will become even more critical, with fewer opportunities for visibility for websites that previously benefited from continuous scrolling.

  • Organic search results being pushed to the second page could lead to a significant drop in visibility and traffic.

Higher Click-Through Rates for Ads:

  • Ads and Google properties on the first page are expected to see increased click-through rates, further reducing organic traffic for other sites.

  • There will likely be a surge in Ad spending as businesses compete to appear on the first page.

Need for Stronger SEO Strategies:

  • Websites will need to refine their SEO strategies to ensure they rank on the first page, focusing on high-quality content, user engagement, and technical SEO.

  • Increasing content presence across multiple platforms will become essential.

Drop in Organic Traffic:

  • Organic search results on the second page will see a significant drop in traffic, impacting overall website performance.

Impact on User Experience:

  • Continuous scrolling offers a smoother user experience, and its removal may result in a clunkier navigation experience for users.

Debate Over Google's True Intentions

Google's decision to eliminate continuous scrolling has sparked a debate about its true intentions. While the official stance is that this change aims to speed up search results, many in the search marketing community are skeptical. Emails released by the U.S. Department of Justice suggest that Google’s top management has discussed ways to increase advertising in search results.

Google’s removal of continuous scrolling might lead to faster search results, but it is also likely to increase the prominence of ads and Google properties. This change could significantly affect organic search visibility and user experience. Whether this move will ultimately benefit users remains to be seen, but it certainly underscores the need for more robust SEO strategies in an increasingly competitive digital landscape.

If you would like a review of your websites SEO practices and or have any questions regarding Google Search, feel free to contact Third Coast Media Marketing

We are happy to help your company adapt to Google's changes!

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