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.