The Google Scroll: Infinite Results on Demand

Did you use Google today? Chances are you probably did. As you scrolled through your search results, did the page end after the first ten, or did you just keep scrolling and scrolling? It seems that the Google scroll function has been updated, or at least is currently in testing. The function surfaced at Blue Corona yesterday morning, but is now only appearing on certain computers. How it affects SEO, or even if it will stay live, is unclear.

Has this Google scroll been around for a while?

Several SEO blogs reported back in August that there would be testing on a Google infinite scroll feature. At that time, Google hinted that rather than clicking between pages, the user would just select a button at the bottom of the page and more results would pop up below. What we experienced here yesterday was something different: a Google infinite scroll. An endless stream of results, no clicking required.

Is the new Google scroll permanent?

There was no mention of the Google scroll on the Inside Search blog as being part of the April updates, so it’s probably safe to assume this is something else. And at present, Google hasn’t mentioned anything about it on any of their other blogs or pages. However, there is already an infinite scroll on the Google image search results. Could this just be an elusive quirk in the system or something to look forward to in the future? Only time will tell.

What does the new Google scroll mean for SEO?

But what does this mean for SEO? Well, it doesn’t seem to change the results list, so your site probably won’t move too much. (But, you will be able to say your site ranks on the first page now, since all of them do!) What the new function does change is how the user interacts with the results. The average user probably doesn’t make it to the second page with the current results format. They hit the bottom of the results, and if they see something they like, they’ll choose between the top ten (although we know most users don’t even get past the first listing!).

With this new Google scroll, a quick spin of the wheel takes the user way down the page, to results he might not otherwise see. So this could mean your website gets more hits, simply because people are actually seeing it in the search results. However, an infinite scroll might overwhelm some users. So many results and so many options could seem like an overload, and the user might just stick to the top.

Should I change my SEO practices?

Your goal has always been to dominate the search results, and especially now this is no time to stop. The new Google scroll gives your website an opportunity to be all over the search results – so a user can scroll and keep seeing your site pop up. That undoubtedly gives you more authority and increases the chance you’ll grab that visitor. So keep writing blogs, building microsites, creating social media profiles, etc. to show up more often in the search results. And of course, watch your traffic for any changes as this new scroll comes into play.

The best way to keep your traffic up despite all the changes Google rolls out is by having a great site with fresh, original content. If you need help making your site SEO-friendly, you can contact Blue Corona for internet marketing services! In the meantime, we’ll be sure to keep you updated about the new Google scroll – and let us know if you notice any traffic changes!