Observed Signal · Sep 17, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Google Ends Continuous Scrolling in SERPs
Google is ending continuous scrolling in its search results and reverting to traditional pagination. The change currently targets desktop search, with the mobile version to follow. Continuous scrolling allowed users to view multiple SERP pages without clicking, before a 'More' prompt loaded additional results. Google states the rollback will speed up result delivery and improve user experience by loading only what users explicitly request. The feature initially rolled out on mobile in October 2021 and expanded to desktop in December 2022. SEO experts speculated the decision could relate to AI-generated overviews or the Search Generative Experience (SGE) triggering results. The update will likely affect publishers and SEO strategies, shifting focus back to higher-ranking pages and potentially changing how users discover deeper results.
Technical release by major platform (Google) changing SERP UX; impacts SEO/advertising ecosystems.
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Key Takeaways & Evidence Grounding
- Google ends continuous scrolling in desktop SERPs; reverts to pagination.
- Desktop version to be updated first, mobile version to follow soon.
- Feature previously rolled out on mobile in Oct 2021 and on desktop in Dec 2022.
- Google says the change will speed up result delivery and improve efficiency.
- SEO expert Glenn Gabe speculated AI Overviews / SGE may influence the change.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
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