What We Think About Continuous Scrolling for Google SERPS

by | Jan 12, 2023 | SEO

Late last year Google started rolling out a “continuous scroll” UI on their SERPs for desktop users in the US, this following the scrolling interface being available for mobile search for about a year. We have some thoughts on this.

First, we think it’s worth noting that we most often see this interface when using incognito for one-off keyword checks. When logged in, we continue to see the classic traditional interface.

Second, from the Search Console interface, this doesn’t seem to have had an impact on impressions and placement counts. As Google’s team has stated, position reports are unchanged as positions never relied on a page count for reporting.

Third, the biggest beneficiaries of this seem to be pages at the top of “page 2”, positions 11-14. For results in these formerly unsung positions, they have now received some sunshine on their webpage results, and that is a good thing. Particularly for high-volume keywords, this change breathes some life into organic traffic for businesses that haven’t cracked the first page.

In summary, this continues to put the emphasis on achieving top 3-5 positioning in organic search but adds value for business targeting users on desktop that can’t quite manage to get to the top 10.

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