Google is rolling out continuous scroll on mobile search results

Google is rolling out “Continuous Scroll” for most English searches on mobile, starting in the U.S & UK.

Thanks to this new development Google’s mobile search results will now offer infinite scroll, what Google is calling “continuous scroll”. So as you scroll on your mobile device, Google will now not show you the “more results” button we are all familiar with when you reach the bottom of the SERPS page, instead, Google will just load the next page of results automatically (long overdue in our opinion).

Google are quoted to have said

“With this update, people can now seamlessly do this, browsing through many different results, before needing to click the “See more” button.”

Google added that while “you can often find what you’re looking for in first few results, sometimes you want to keep looking.” And for those searchers who want to keep on looking, you will be able to continuously scroll “up to four pages of search results” without clicking to load more.

So when can you expect to see it?

Google has been testing this for some time, Google did say it will “gradually roll out as of 14th October 2021 for most English searches on mobile in the United States Of America and the UK roll out has started.”

Google also tested “continuous scroll” earlier this year, and then again in 2019, 2015, 2011 and more. In 2018, Google took a step closer to infinite scroll “continuous scroll” after launching the more results button.

On average, 61% of searches
are now carried out via a mobile device.

Why you should care!

This may (or may not) encourage searchers to look beyond the first few results and scroll more through more results.

It is yet to be determined how this might impact your click-through rates, google PPC and traffic from Google search but it is worth keeping an eye on your insights.

How do I know if it is affecting my results?

There are three things we would recommend:

  1. Keep a beady eye on your Google analytics report. Understand how much traffic is being generated from mobile devices and regularly check back to see how this changes over time. You may see a significant improvement and as a by-product you may also see this reflected in overall results and enquiries/orders and sales.
  2. Check your mobile usability report in Google Search Console. If your website is not seen as mobile friendly then Google may not position you very highly on search results and it also will have a negative effect on user experience.If this is the case you will need to work on improving your websites UX for Mobile use along with it’s Core Vitals.
  3. Understand where you are positioned with your SEO for your most relevant keywords. You may be finding either with increased visibility and uplift in traffic for those keywords or pending on your website mobile usability you could well loose positions, again if this is the case you are going to have to work on your website.

We would like to see that this new roll out plays into the hands of the SME is to give greater visibility to websites that are currently positioned on lower pages of the SERPS (Search Engine Results Pages) screen – this wold really be a HUGE bonus for the smaller businesses who can often find large profile directories and huge businesses occupying the coveted positions.

Do you need help with SEO, Technical SEO, Website UX and Google PPC to increase your website traffic and visibility?

Then feel free to drop us a message and one of our team will be in touch to discuss your goals and vision for your online business.

    Author: Graham Paffett

    A seasoned luxury goods & services digital marketer with over 20 years Exp. A specialist in developing "disruptive" digital campaigns and strategies for FMCG brands both within the UK and International. • Paid Social (inc. Facebook/Instagram, TikTok, LinkedIn & Pinterest) • SEO (Search Engine Optimisation) • PPC (Pay Per Click) • CRO (Conversion Rate Optimisation) • ASO (App Store Optimisation) • Direct To Consumer & B2B Digital Strategy Specialist • Social Media Marketer