Google’s New Infinite Scrolling: Is it a Pro for Con for SEO

In the ever-evolving world of search engine optimisation (SEO), staying on top of the latest updates and features from search engines is crucial. One such development that has been making waves in the SEO community is Google’s new infinite scrolling. This innovative feature is transforming the way users interact with search results and presents both challenges and opportunities for SEO professionals.

What is Google’s Infinite Scrolling?

Google’s infinite scrolling, officially known as “Continuous Scrolling,” is a feature that allows users to seamlessly load and view additional search results as they scroll down the page. Instead of traditional paginated search results, where you click through pages of results, continuous scrolling provides an uninterrupted flow of results, making it easier for users to explore search results.

How Does Infinite Scrolling Impact SEO?

Google’s introduction of infinite scrolling has several implications for SEO professionals and website owners:

  1. Click-Through Rate (CTR) Challenges:

Continuous scrolling can affect CTR, as users may be more inclined to scroll down and explore more results without clicking through to specific websites. This means that website owners might experience a drop in organic traffic if their listings are lower on the search results page.

  1. Importance of Featured Snippets:

Featured snippets, which appear at the top of the search results, become even more valuable in the era of infinite scrolling. To maintain a high CTR, website owners must optimise their content for featured snippets to ensure visibility on the first screen of search results.

  1. User Behaviour Insights:

Infinite scrolling provides SEO professionals with a unique opportunity to gain insights into user behaviour. Tracking how far users scroll and what they click on can help refine SEO strategies and better understand user preferences.

  1. Content Quality and Relevance:

To attract and retain users, it’s essential to focus on producing high-quality, relevant content. With infinite scrolling, users have more options at their fingertips, so ensuring your content is engaging and informative is crucial.

  1. Mobile Optimisation:

Infinite scrolling is particularly relevant for mobile users, given the prevalence of mobile search. SEO professionals must prioritise mobile optimisation to provide a seamless experience for users scrolling through search results on their smartphones.

  1. Image and Video SEO:

Infinite scrolling also extends to image and video search results. Optimising images and videos for search visibility becomes even more critical, as these visual elements can capture users’ attention as they scroll through results.


SEO Strategies for Google’s Infinite Scrolling Era:

  1. Featured Snippets Optimisation: To secure a prominent spot in search results, aim to optimise your content for featured snippets. Use concise, well-structured answers to common user queries.
  2. Mobile Optimisation: Ensure your website is mobile-friendly and focus on mobile SEO to cater to the increasing number of users on mobile devices.
  3. High-Quality Content: Prioritise producing high-quality, informative content that captures users’ attention and keeps them engaged.
  4. Schema Mark-up: Implement schema mark-up to enhance the visibility of your content in search results and make it more appealing to users.
  5. User Engagement Metrics: Monitor user engagement metrics, such as bounce rate and time on page, to gauge the effectiveness of your content and make necessary improvements.
  6. Content Updates: Regularly update and refresh your content to keep it relevant and competitive in search results.

Google’s new infinite scrolling feature is a game changer for SEO. While it presents challenges in terms of CTR and user behaviour, it also offers opportunities for those who adapt their strategies to the evolving search landscape.

To thrive in this era of continuous scrolling, SEO professionals must focus on optimising for featured snippets, mobile, and content quality while closely monitoring user engagement metrics. Embracing these changes and staying ahead of the curve will help you maintain a strong online presence and drive organic traffic to your website.

Get in touch with the team at Onit if you would like to get started on a successful SEO campaign.