Category: Google

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Google is Dropping Continuous Scroll in Search Results

Team reviewing a proposal from McCord Web Services.

In a significant shift, Google has announced that it will be dropping continuous scroll for search results and moving back to displaying 10 organic results per page. This change reverses a feature that had been rolled out to improve user experience by allowing seamless scrolling through search results. The reversion to the classic 10 results per page format is expected to have a profound impact on organic search results and the need for businesses to invest in Google Ads to maintain visibility.

Introduction

If you’re a business owner who relies on Google Ads for your online presence, this Google search update is a game-changer. For a while, continuous scroll made it easier for users to browse through multiple search results without having to click ‘next.’ Now, Google is reverting to its original format of displaying only 10 organic results per page. This change will undoubtedly influence how businesses approach their SEO and advertising strategies. Here’s why this shift is crucial and how it impacts organic search results and Google Ads.

The Impact on Organic Search Results

Decreased Organic Visibility

One of the most immediate impacts of this change is the decreased visibility for websites that are not on the first page of search results. With continuous scroll, users were more likely to see and click on results beyond the first 10. Now, being relegated to the second page or higher means potential organic traffic will drop significantly.

Increased Competition for Top Spots

The fight for those coveted top 10 positions will become fiercer. Businesses will need to work even harder to produce high-quality, SEO-friendly content regularly. This means investing in SEO experts and consistent content updates to stay competitive.

Quality Over Quantity

While quantity has always been a factor in SEO, quality will now take center stage. Google’s algorithm favors sites with valuable and relevant content. Therefore, businesses must prioritize creating engaging blog posts, detailed articles, and informative website content to improve their chances of ranking within the top 10 results.

The Impact on Google Ads

Increased Need for Advertising

With fewer organic results being displayed per page, businesses will find it more challenging to gain visibility through organic search alone. This change will likely push more companies to allocate budgets for Google Ads to ensure they remain visible to potential customers.

Higher Competition and Costs

“As a Google Partner and SEO expert, my firm feels that businesses will need to increase advertising budgets in Google Ads and work with an SEO expert to provide quality blog and website content in order to improve site visibility,” says Nancy McCord, Founder of McCord Web Services. This increased reliance on Google Ads will lead to higher competition for ad placements, potentially driving up the cost-per-click (CPC) for competitive keywords.

Strategic Ad Campaigns

Businesses will need to become more strategic in their ad campaigns, focusing on targeting the right audience and using compelling ad copy to stand out. This also means leveraging all available features of Google Ads, such as ad extensions and A/B testing, to maximize ROI.

Conclusion

The shift back to displaying 10 organic results per page is a significant change that will influence both organic search results and Google Ads strategies. Businesses must adapt by investing in high-quality content and increasing their advertising budgets to maintain visibility. By understanding the implications of this update, business owners can make informed decisions to stay competitive in an increasingly challenging digital landscape.

Stay ahead of the curve and consider working with an SEO expert to optimize your website and a Google Ads consultant to enhance your ad campaigns. This dual approach will help ensure that your business continues to thrive online despite the evolving search engine landscape.

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Navigating the Next Wave of Search: How Google’s SGE Will Reshape Organic Traffic in 2024

SEO Strategy is Changing Due to Google's SGE in Chrome.

In the realm of digital marketing and search engine optimization (SEO), we stand on the brink of a monumental shift. Google’s introduction of its search generative experience (SGE) is poised to redefine how we interact with the world’s most popular search engine, and by extension, how websites capture organic traffic. This evolution promises to alter not just website placement but the entire browsing experience within Google Chrome. But what does this mean for your SEO strategy in 2024?

Understanding Google’s SGE and Its Impact on Website Placement

At its core, SGE leverages advanced AI algorithms to understand and predict user intent in unprecedented ways. This technology doesn’t just aim to provide answers but to anticipate the underlying questions users may not even know to ask. For businesses, this translates to a significant shift in how website placement within search results can influence visibility and organic traffic.

The Case of the Niche E-commerce Site

Consider the case of a niche e-commerce platform, which, upon the rollout of SGE, observed a 20% decline in organic traffic for product searches. Traditional SEO strategies that once propelled the site to the first page of Google suddenly seemed less effective. Through an adaptive SEO approach, focusing on rich, contextual content, and aligning with SGE’s predictive capabilities, the site managed to regain and eventually exceed its previous traffic levels. This case study underscores the need for nimble SEO strategies that can evolve with Google’s advancements.

SGE’s Transformation of Google Chrome’s Browsing Experience

SGE is not just altering search results; it’s set to transform how users browse in Google Chrome. By integrating a more intuitive understanding of user queries, Chrome will begin to offer a browsing experience that’s seamlessly aligned with individual needs and preferences.

A Surge in Organic Traffic for a Local Service Provider

A notable example of this in action involves a local service provider whose website saw an organic traffic boost following SGE’s enhancement of local searches. By emphasizing local SEO factors and ensuring their site was optimally structured for SGE’s locality-focused algorithms, they captured a larger share of targeted, local traffic. This success story illustrates the increasing importance of localized content and SEO in the SGE era.

Adapting Your SEO Strategy for SGE

Adaption starts with a deep understanding of SGE’s mechanics and its implications for user search behavior. Here are strategies to help you stay ahead:

  • Integrate Rich, Contextual Content: Go beyond keywords to develop content that answers the broader context of user queries.
  • Optimize for Predictive Search: Anticipate the next logical questions your audience might have, providing comprehensive resources that align with their search journeys.
  • Leverage Structured Data: Help SGE better understand the content and context of your pages, enhancing visibility in rich snippets and featured placements.

A Multi-faceted SEO Approach

The shift to SGE highlights the necessity for a diversified SEO strategy. A general-interest blog, for instance, found that its broad readership base fragmented across more specific interests with the advent of SGE. By employing long-tail SEO tactics and diversifying its content portfolio, the blog managed to tap into new organic traffic sources, demonstrating the value of a multi-pronged approach to SEO in the SGE landscape.

What to Make Of SGE’s Impact on SEO Strategies

The rollout of Google’s SGE marks a pivotal moment for SEO professionals and website owners alike. While the challenges it presents are non-trivial, they also offer opportunities for innovation and growth. By understanding the nuances of SGE, proactively adjusting your SEO strategy, and keeping user experience at the forefront, you can ensure that your site not only navigates but thrives in the new era of search.

The evolution of search is an adventure in itself, one that demands adaptability, foresight, and a deep commitment to understanding the shifting digital landscape. The examples of businesses that have already begun to adapt to SGE showcase the potential for increased visibility and traffic, provided we’re ready to rethink, revise, and revitalize our SEO strategies for 2024 and beyond.

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Are There Consequences of Google.com’s New Continuous Scroll?

Person Surfing the Web on Desktop

Recently Google released a new feature for Google Search for desktop – continuous scroll. This fresh look for Google Search was clearly created from careful analysis of user behavior.

In terms of users moving through material of interest, Google sees continuous scroll as a way to get more information in front of a reader without the break of clicking to new pages. The problem with this new feature is the loss of top SERP placement for SEO and top of page placement for Google Ads. For Google Ads this may cause a drop in conversion numbers.

What Google Says About Continuous Scroll

Google has not released an official blog on the topic of continuous scroll on desktop, but here is what Google had to say when continuous scroll was released on mobile.

“While you can often find what you’re looking for in the first few results, sometimes you want to keep looking. In fact, most people who want additional information tend to browse up to four pages of search results. With this update, people can now seamlessly do this, browsing through many different results, before needing to click the ‘See More’ button.”

The Impact

Google seems to think that SEO results will improve as there will no longer be pages in the SERPs, but the simple fact is that people do not want to scroll through 50+ results of website listings trying to find an answer to a search query.

When it comes to Google Ads, Google say that ads won’t show on the bottom of the page but rather in the middle of a given portion of scrolling. From my point of view, the bottom of the first page, is better than the middle of what would have been the 3rd page of results.

Google has already stated that users of Google Ads will see an increase in impressions as users scroll down the page. On mobile, continuous scroll was one thing, because users could always find results on desktop, but now with desktop folded into continuous scroll, it is a whole new ball game.

Truthfully, I do not know the full impact continuous scroll will have on the digital Netscape, but I am watching and looking for solutions as problems emerge.

As an experienced Google ads and SEO expert who is always interested in drastic changes Google makes to its platforms, I am watching closely to see how continuous scroll impacts my clients marketing and SEO efforts.

About the Writer

Christopher Harper is a Senior Associate at McCord Web Services, a Google Partner. He is a certified in all areas of Google Ads and an expert in Search Engine Optimization.

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New Visibility Services for Local Businesses

Small business visibility services.

We’ve just introduced a new service for businesses located in Fredericksburg and Harrisonburg, Virginia. Check out the details or view on our website.

Our unique local business visibility program allows you to choose the services and level of engagement you need to grow your business. Choose from services like drone photography, drone videography, video creation for ad and website use, Google My Business management, and Google Ads Express advertising —all with an eye on driving more local traffic to your store or to increase sales of your local services.

Flexible Local Business Program Options

You get to choose what makes sense for your business*, but having a professional recommendation can make all the difference in your results.

Drone Shoot Package

Our experienced FAA Licensed, insured, and supremely experienced drone pilot will work with you to create a custom drone package based on your needs. Prices start at $489 for 20 minutes of fly time and the creation of a custom 2 minute video using drone video and still aerial photography. (There is an additional charge for longer fly times based on the area to photograph, travel outside our two service areas, and the addition of music to the video.) Our pilot will provide a custom quote based on the review of your location and unique needs.

Google My Business (GMB) Account Set Up and Management

You may already have a Google My Business account and just need a review and monthly management or you may need help with the full set up. We can assist with GMB verification, verbiage for your page, add monthly posts or events on your schedule, and even mentor you on how to manage it all yourself after et up. GMB set up prices start at $289 or just buy our services by the hour for what you need, when you need it, on your own unique schedule or on-demand.

Google Ads Express Set Up and Management

Google My Business makes it easy to get started in a junior automated version of Google Ads called Google Ads Express. We can set up your first ad program and budget and teach you how to manage it. Or, test out Google Ads with Express and then move to the full professional version of Google Ads for results that are an investment in your business’ growth. Management prices start at $189 to get started with Google Ads Express through the Google My Business portal and help with Google Analytics tracking and conversion goals. (Your webmaster may need to install code on your website for Google Analytics.) We recommend starting with a $300 a month click budget. Clicks are billed separately to your credit card by Google Ads. We do not make a margin on clicks.

Move to the full professional Google Ads version with professional set up and monthly account management within 90 days and get a $150 credit from us on your set up service.

Monthly Management Options

If you need help managing your Google My Business page with monthly posts, event creation updates, or periodic introduction of new images, ask us about our monthly Google My Business management service. Monthly management of your GMB page starts at $189 for one event creation, one small 150-word post, and help with responding to most comments.

*Please note: our local business visibility program is tailor-made for businesses located in our service areas of the Fredericksburg and Harrisonburg, Virginia. Ask us if we can help you with a streamlined version of this unique program in your location.