Google has decided once again to change how search results are shown to users. The infinite scrolling feature, which let users browse results without clicking “next,” has been removed. Now, search results are back to the traditional format, similar to the classic Google navigation bar before infinite scrolling was added.
So, why did Google make this change? According to their statement, the main goal is to deliver search results faster across more searches. They believe this is important because automatically loading results that users didn’t specifically request can slow down performance.
While the user experience explanation makes sense, it seems there might be more to it. The change might also be tied to their advertising strategy. Infinite scrolling might not have been as effective in keeping users engaged with ads, which are a big part of Google’s revenue. By going back to a paginated format, users are more likely to see and interact with ads at the top and bottom of each search results page.
For us SEO specialists, this change means fewer impressions and clicks. Before, search results on the second page were automatically loaded and shown to users without any extra effort. Now, users have to click “next” to see more results. This means fewer impressions because not many users will go to the second page. Fewer impressions lead to fewer clicks because users can’t click on links they don’t see.
However, the click-through rate (CTR) might be more interesting. You might see an increase in CTR because there will be fewer impressions of links that had a low CTR, as users previously needed to scroll to view them.