Users should not confuse continuous scrolling with infinite scrolling. With continuous scrolling, users can scroll past multiple search result pages at once, but they have to hit a button to load more pages after the limit described above. However, with infinite scrolling, users can keep discovering new content as long as there is anything to show (via seoclarity). While Google does not have infinite scrolling, several social media platforms like Facebook and Instagram have infinite scrolling on mobile. Additionally, some websites also use continuous scrolling to grab users for extended periods, showing them new content until they keep scrolling.
Google implements continuous scrolling at a time when users are complaining about the poor quality of search results. In July, Google’s internal research suggested that young users avoid Google for platforms like Instagram and TikTok. Following the analysis, Google tweaked the search results page a bit to make it more visual in September by highlighting imagery, videos, map snippets, and other information in new ways. Google is also testing Discover-style widget cards for desktop users to elevate the experience.
Although continuous scrolling doesn’t have to do anything with the quality of search results — as that depends upon Google’s ranking system — it makes discovering more search results convenient. In due course, the feature should also be available to users outside the United States.
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