AirTank Featured in Search Engine Land - Google Continuous Scroll and it's Impact

Check out the latest blog written by our CEO, Jason Tabeling, on Search Engine Land!

How Google continuous scroll has impacted organic traffic

Would continuous scroll on desktop increase the value of organic results on deeper pages? Here's what initial data revealed.

Here is a quick preview:

For the greater part of the last decade, Google released a slew of updates enriching the mobile-first search experience. 

There was the mobile-friendly algorithm update from 2015 and the switch to mobile-first indexing in 2019.

In October 2021, Google introduced continuous scrolling on mobile. It’s a sensible change that matches users’ browsing experience in their social feeds. 

Fast forward to December 2022, Google rolled out continuous scrolling to desktop search results.

It roughly mirrors the user experience, which has been live on mobile for a while, but there’s a notable distinction:

• On mobile, it is “infinite” scrolling where the results go on as long as you scroll down. 
• For desktop, it is a “continuous” scroll – meaning you will scroll through ~60 search results (or previously six pages of SERPs) before needing to hit “See more.” (Don’t worry, Google Ads are still placed throughout the scroll to break up the results.)

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