In this amazing world of digital marketing, Google is undoubtedly the king of the mountain. Hence, when Google modifies how it operates, whether it be an algorithm change or a minor adjustment to the overall design of its pages, smart marketers pay attention so that they can stand one step ahead of the competition. Google started implementing what could be regarded as a significant SERP change on December 5th of this year: a change from standalone single pages to a semi-continuous scrolling interface. The goal is to make it easy and intuitive for users to browse their SERP results.
What Google is Actually Changing?
When the update is rolled out, information seekers who use the search engine via desktop systems will experience a continuous scrolling effect when they browse their results rather than the page-by-page SERP layout Google has been using for years.
It is crucial to understand that this would not be a true continuous scroll, though. Users can actually view up to six pages of results at once before being prompted by a clickable “see more” button to load the following set of results.
Google started by initially making this new feature available to English searchers in the United States. Searchers in other nations and who speak other languages can anticipate soon having access to continuous scrolling if Google’s approach to previous changes to SERP layouts is any indication.
Is Continuous Scrolling Available on Mobile Devices?
Google is constantly looking for new approaches to make it easier and faster for users to find what they are looking for. It launched a redesign of the mobile Search results page earlier this year to provide a more contemporary user experience that is simpler to scan and navigate.
Today, they are introducing continuous scrolling on mobile devices to make browsing search results more streamlined and natural. On your phone, the following set of results will now load automatically when you reach the bottom of a search results page.
Even though you can frequently find what you are looking for in the first few results, there are times when you should continue searching. In fact, the majority of people who want more details typically look through the first four pages of search results. Since the update, users can do this without having to click the “See more” button, browsing through a variety of results.
How Would it be Useful for SERP Marketing?
In the competitive world of digital marketing, a few things will undoubtedly change in the future where landing a desired first-page Google placement has long been the goal. Here are some scenarios to keep an eye out for going forward.
- Usability will Remain a Significant Ranking Factor
User experience is now Google’s top priority as any digital marketer who follows SERP trends is aware of. They are in the business of giving their own customers a fantastic user experience, and they want to promote websites and content producers who share this commitment. Raising the bar for user experience on your own website will increase your chances of dominating the SERPs.
- First-page Visibility will Continue to be Crucial (but in a different way)
Getting your website as close to the top as possible would undoubtedly be an important thing in SERP. The typical search engine user is still most likely to click through on entries closest to the top of a given SERP. Making the first page, however, will actually be of much less significance. Searchers would be able to quickly scroll through what initially appears to be an incredibly long first page.
- Targeted, Helpful Content will Continue to be Very Popular
Quality would be even more important to achieving the best SERP positions now that Google has added continuous scrolling to its algorithm. Digital marketers, content creators, and SEO experts should put their efforts into producing personalized, helpful content that effectively addresses particular needs and encourages search. Of course, other crucial elements include using keywords wisely and creating metadata that is optimized.
Overall, continuous scrolling supports the efforts of Google to promote the creation of pertinent, targeted, and interesting content as perceived by search engine users. You would definitely enjoy the features of Google’s continuous browsing or scrolling on desktop and mobile devices.