In an effort to make desktop search results more like mobile, Google launched continuous scroll on December 5, 2022, allowing users to scroll through multiple pages endlessly. The Google search update is like an infinite scroll, but it does stop after six pages before prompting users to click on “more results. ” While continuous scroll is nothing new (it’s been the norm on Google’s mobile search for over a year now), the update is an intriguing glimpse into how social media platforms like LinkedIn, Facebook, and TikTok have influenced the search experience. Below, the digital marketing experts at beMarketing share how continuous scroll impacts your SEO strategy and organic search visibility

What Is Continuous Scroll?

Different from infinite scrolling, continuous scroll lets users see up to six pages of search results by scrolling down before they see the “more” button. Google has traditionally had a “paged” approach to search results. With continuous scroll, it allows users to see more helpful search results with fewer clicks. As Google continues to fill the first page of search results with ads, featured snippets, media, “people also ask” boxes, and other new features, this update is great news for regular web pages. Why? Because allowing searchers to continually scroll through six pages at once increases the likelihood that a searcher will see more results before hitting a roadblock. This may (or may not) encourage users to look beyond the first few pages of results. 

The new update might provide more visibility to websites that don’t rank high enough to be on the first page of a search. Historically, click-through rates are known to dramatically decline by the time a searcher reaches the second page of a search. With continuous search, it wouldn’t be surprising to find users who wouldn’t typically click to page two to continue scrolling a bit further than they used to. 

How Does the New Google Search Update Impact SEO?

Many experts are uncertain how this new update could impact the search landscape. What we do know for sure is that you don’t need to change your SEO strategy for this new update. Aside from reporting on keyword position rather than page ranking, experts don’t anticipate a significant shift in SEO strategies as long as you continue creating quality content that answers searchers’ questions. 

Improving Your Organic Search Visibility With beMarketing 

Search engine algorithms are constantly being updated. You can guarantee this new change to Google search won’t affect your organic search visibility when you have a solid SEO strategy. Ensuring you have the appropriate best practices in place with internal and external search engine optimization tactics is essential. With beMarketing and our extensive experience in the latest SEO techniques, we will take your marketing to the next level. We work with you to determine the goals of your business and help achieve all your marketing objectives through backlinking, blogging, boosting keywords, and more. If you’re interested in learning more about our services, connect with us at (484) 261-1149