Google (finally) adopts continuous scroll for search results

Google is offering a more seamless and intuitive search experience with continuous scrolling on mobile devices. When users reach the bottom of a search result page on their phones, the next set of results will automatically load with relevant information. This new search experience is currently available in the US and helps users find what they are looking for quickly and easily.

Google explained that while users can often find what they are looking for in the first few results, at times, they want to keep scrolling. In fact, most consumers who want additional information tend to browse up to four pages of search results. With this update, users can now seamlessly do so and browse through many different results, before needing to click the "See more" button.

For example, for broader, more open-ended questions, users may want to consider more results and inspiration before deciding how to move forward. Scrolling through a wider range of results may show users a ton of options they had not considered. MARKETING-INTERACTIVE has reached out to Google to find out when this new feature will roll out in Asia Pacific.

This latest update comes after Google redesigned its Search results page in January this year. The redesign was driven by five areas: bringing information into focus, making text easier to read, creating more breathing room, using colour to highlight what is important, and leaning into that "Googley" feeling.

Part of the redesign was to allow users to focus on the information instead of the design elements around it. Google wanted to simplify the experience and get users to the information they are looking for as clearlya nd quickly as possible. One way the team di this was by using larger, bolder text, so the human eye can scan and understand Serach results faster.

It also created a new edge-to-edge results design to minimise the use of shadows, making it easier to immediately see what users are searching for. The team also focused on centering content and images against a clean background and using colour more intentionally to guide the eye to important information without being overwhelming or distracting.

Elina Peek Lantz, managing director, Reprise Malaysia said that the continuous scrolling for search results on desktop was already anticipated as social channels have largely shaped how people view and discover content.

Being able to view more results and discover new content or brands is not only good for consumers, but also for businesses who so far have not invested into Search Engine Optimisation, or who have not yet reaped its results, Lantz explained.

“Having said that, continuous scrolling does not mean that any business can now be easily discovered - since it is limited to only the first 6 pages on desktop and 4 pages on mobile. Hence, it is now even more important for businesses to ensure their meta description is accurate and relevant; and ensure their website has rich media so Google will showcase its results and increase the likelihood of consumers clicking into the website,” she added.

Photo courtesy: 123RF

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