Google has announced the end of the continuous scroll feature in its search results, instead bringing back the traditional pagination bar. Aimed at improving user-requested results and reducing unnecessary data consumption, the company is focusing on improving user experience and search result navigation.
First introduced on Google’s mobile search platform in October 2021 and extended to desktops in December 2022, the continuous scrolling feature will cease for desktop search results from June 25th. The phased removal will later apply to mobile search results. Despite its initial launch, Google reported decreased user engagement with the feature and will be seeking new approaches to ensure an improved and seamless search experience.
“Next” and “More results” buttons will replace the continuous scrolling feature for desktop and mobile searches respectively. Decision to bring these alternatives was influenced by minimal user satisfaction growth from the continuous scroll feature.
Google discontinues scroll, returns to pagination
These changes aim to provide users with more control over their search experiences.
Web traffic, and ultimately, click-through rates could be impacted by these modifications as sites typically appearing after the first search page might receive fewer clicks. Specific effects will depend on whether users choose to navigate to the next page more or less frequently than clicking the “Next” button.
Changes following the discontinuation of continuous scrolling could also affect SEO strategies. Digital marketers and website owners need to adapt to the reintroduction of the “Next” button and monitor the impact of these changes on click-through rates and user behavior. Any adjustments to content formatting and layout to retain user attention could become necessary.
This new search landscape signals a shift in user interaction to a page-by-page focus rather than continuous scrolling. It may force a shift in user expectations around content quality and density on each webpage, making sophisticated web designs a necessity in line with users’ changing browsing habits.
