Google Search is now allowing users continue scrolling through results for longer before they see the option to “See more”.
There are several benefits that I can think of for this feature, both for users and bloggers (or website owners). Although, there is one risk; doomscrolling.
However, besides the disadvantage of trapping users in an infinite scroll, the feature is actually good. Also, it is not really infinite, it is just a bit longer than before, unlike the one it released for Google Search Mobile last year.
Starting today, we’re bringing continuous scrolling to desktop in English in the U.S. so you can continue to see more search results easily. When you reach the bottom of a search results page, you’ll now be able to see up to six pages of results. pic.twitter.com/xIuVP24FFm
— Google (@Google) December 5, 2022
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As the announcement shows, the change will allow the Google Search desktop version load the first six pages upfront. This feature will likely benefit website owners who have been missing out on traffic because users rarely click past the first or second page.
“75% of people will never scroll past the first page on a Google search, which is why you need to rank on page 1 of Google. You can’t afford to be ranking on the second, third, or fourth page. You just won’t get the clicks and traffic you need to make SEO worth your time and money,” SEO expert Neil Patel had said.
It also means users can find more results easily and not be discouraged when they don’t see what they need on the first page of Search.
For now, the feature is coming to English users in the US first before people in other regions begin to see it.
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