Google drops continuous scroll in SERPS

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“Google announced last month that it was dropping the continuous scroll feature in Search results.

It has already started turning off continuous scroll for desktop, and will do so for mobile in the coming months.

Search Engine Land reported the move, saying they were told by a Google spokesperson that the change was designed “to serve the search results faster on more searches, instead of automatically loading results that users haven’t explicitly requested”. The spokesperson also said loading more results automatically hadn’t led to significantly higher satisfaction with Search.

For desktop Google will revert to the pagination option in the footer used previously, where users click through to further numbered pages.” (source: Wordtracker)

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