When we search for content and information on Google, we’re used to seeing results per page. But what if we could see everything on one page while scrolling through our phone screen? That’s what Google’s latest update is all about.
Ivan de Souza
Nov 3, 21 | 3 min read
infinity scroll on google
Reading time: 3 minutes
Every time we perform a search on Google, the best results appear on the first pages and this is where many people stay. But this Digital Marketing scenario may change very soon.
Google has released an update that allows users to scroll through mobile SERPs seamlessly , removing the structure of the current results pages.
What will this mean for marketers and what
aspects of this update should be taken into account in new strategies?
Read on to find out!
What is the Google update about?
Google Search Product Manager Niru Anand announced that search results pages will be redesigned on mobile devices to make navigation easier.
It means that when someone performs a montserrat email list 150000 contact leads search the results will automatically load on the screen, instead of making the user click to the next page.
The feature launched in mid-October is only available on mobile devices in the United States. But according to Anand, other countries will have the opportunity to test it in 2022.
The reason Google decided to change the SERP experience is based on the perception that most people tend to search for what they are looking for on four pages. With continuous scrolling, they can easily receive more results.
How will this change the Google experience?
Through the scrolling SERP, it is possible to see many results with just one tap. Currently, a large part of users look only at the first page and choose the content that seems to be most related to the search.
Within this new update, users will have the opportunity to find inspiring and interesting posts first and then click on their selection.
That’s why improving the meta description and SEO title will be crucial when implementing this change. If both are very attractive, the click-through rate will be likely to be higher.
Images are also very important. As you can see in the following example developed by Google, effective images attract attention during scrolling, a similar experience to thumbnails on YouTube .
Images are just as important, too. As you can see in
the sample below developed by Google, effective images call attention during the scroll, an experience similar to thumbnails on YouTube .
Source : Google
What will change for Content Marketing strategies?
According to John Mueller , a how to set up an online store in wordpress: learn the 6 steps webmaster trends analyst at Google, even if the user sees an infinite scroll, the SERP will still show groups of ten results.
When a user taps the screen to see more results, ten more results will be loaded. So in terms of SEO , the number of impressions will be higher because in current Google search some people just stay on the first page results.
But, in the scrolling experience, other pages will be seen and that will increase impressions in Google Search Console.
On the other hand, Mueller says, the click-through rate will likely remain the same. It makes no sense for Google to make it easier for users to access page two of by lists the SERP considering that the best results for the topics people search for appear on the first page.