Google decided to cease continuous scroll launched by it and the search engines will now provide the results according to its prior manner where only one page shows the required answer. If we compare infinite scroll and pagination, then removing infinite scroll proves to be a better decision for SEO as users do not get distracted or disturbed by too many pages rather they find their desired outcome in one page only.
What is Continuous Scroll?
Continuous scroll is a technique where search engines provide more web pages continuously at the bottom of the page. Therefore, it is also called infinite scroll. In 2006, an engineer named Aza Raskin created infinite scroll allowing the users to dig more and more content without any conclusion as it has never ending concept.
Google launched continuous scroll on mobile search in 2001 and desktops followed in 2022 for convenience of the users as Google gives more results through more than one web page as
they scroll past one page to find answers.
Reasons for Removing Continuous Scroll
Google’s official reason for removing continuous scroll seems to be that it was not purposeful as it did not have satisfactory factor because of loading hundreds of pages automatically that users did not even require.
According to Google, discontinuing continuous scroll led to faster speed of search results. The
other possible reason for discontinuing it may be the ignorance of some sites or pages due to continuous scroll.
Impact on SEO
A negative impact builds on the websites on second, third and sequential pages because only up to 1% users go to the second page, rather they prefer finding their answers on the first page
which lacks ranking of those websites of second page and soon.
So, removing continuous scroll effects the page rankings of websites on other pages except page 1. If users do not go to the second page, then its obvious that less traffic is generated on those websites and therefore, their chances of visibility also lessens.
Strategies to Adapt Your SEO
Importance of Page 1 Rankings
Page ranking is an algorithm where Google ranks the web pages in their search engine results. So, SEO should try to improve their website to make it able to rank on page 1 to target their audience and gain traffic.
Long Tail keyword Targeting
Long tail keywords are forged of a few words that makes them more certain. Because of their specification, they become an easy target as long tail keywords attracts the audience and gain high traffic.
Quality Content Creation
Quality content creation has a great importance in SEO as it targets the audience by providing them with informative and alluring content which improves their website ranking.
Technical SEO Improvements
Technical SEO improvements are necessary to run the website efficiently by improving the structure of a website to rank in the search results.
Future Implications For Search Behavior
For SEO, future implications or predictions should be made regarding user behavior to know the audience properly like predicting changes in user behavior guides a lot in terms of knowing how your audience search for you, your products or services. It is done by different tools and techniques in analyzing the keywords which users are using or searching. By doing so, it leaves a long termimpact on SEO strategy.
Conclusion
Time to time, SEO goes through many changes. Some last long and the others vanish. In that case, some
strategies should be followed by SEO to overcome the upcoming hurdles because of the changes. In this article, discontinuation of continuous scroll is discussed and its reasons, impacts, strategies and last but not least future assumptions are also studies for understanding them and improving SEO.
Frequently-Asked Questions (FAQS)
What is Google’s Continuous Scroll Feature?
It is a feature in which users do not have to click NEXT at the end of every page. This scroll has a feature in which users automatically shift from page 1 to 2 and so on without clicking any button.
Why did Google Decide to Remove the Continuous Scroll Feature?
Google decided to remove continuous scroll as it was giving the search results at an average speed. So, this change was to enhance its speed.
How does the Removal of Continuous Scroll Affect SEO?
It had an affect on SEO as it did not satisfy the users by providing them a lot of sites at once which confused them.
What Strategies can I use to adapt to this Change?
There are several strategies as discussed above to adapt to this change:
- Targeting long term keywords
- Creating quality content
- Improving technical SEO
- Importance of first page’s rankings
How can I ensure my website stays competitive in Google New Search Environment?
I can ensure that by adapting to the strategies as told in this article to compete other websites.