A big change is coming to Google’s search results. Typically, when search results are displayed, Google divides them into multiple pages, with a select few showing on the first page, and the rest only displayed when you click to go ahead to the second page. Now, the company has announced, that the results on the desktop will load in the form of a continuous scroll instead. Google will load six pages of results into the ‘first page’ or a single scroll, and then will offer users the option to see more. This change will rollout for English search results conducted in the US before being rolled out to other countries.
The way the continuous scrolling feature will be designed mirrors the way social media platforms work. People tend to scroll more and more as long as they do not have to wait for something to load at the bottom of the screen. The idea is to ensure users are scrolling through more links, as this will increase their overall access to information. This should make the overall process of searching and finding the right information quicker and easier.
According to Google, “most people who want additional information” will typically “browse up to four pages of search results.” With this in mind, displaying the results of the first six pages definitely makes sense.
Most brands strive to be on the first page of Google because let’s face it, link clicks tend to diminish the lower you scroll. There’s also the running joke that if you want to hide something, put it on the second page of search results as no one ever checks there. The competition to be on the first page itself might be less intense once this change is implemented, however, brands will still compete to be a part of the first scroll.