Infinite & Continues Scroll Shut Down By Google | Google Update July 2024

Introduction

On June 25th, Google made a significant announcement: the discontinuation of infinite scrolling. This change may seem minor at first glance, but it carries important implications for websites and users alike. In the coming months, the shift will affect how search results are displayed, impacting both SEO strategies and user experience.

What is Infinite Scrolling?

Infinite scrolling refers to the continuous loading of search results as a user scrolls down a page, without the need to click on a “Next” button. This feature was designed to make browsing more seamless, similar to the experience on social media platforms like Instagram.

Google’s Initial Implementation of Continuous Scrolling

Google first introduced continuous scrolling on mobile devices, where search results would automatically load as users scrolled down the page. This meant that instead of seeing just 10 links, users could view content from multiple pages—up to 40-50 links—without ever leaving the first page.

Expansion to Desktop

On December 5, 2022, Google expanded this feature to desktop searches. Here, users could scroll through the content of up to five pages on the first page itself. While it wasn’t truly infinite like on mobile, it still allowed for more search results to be displayed without needing to click to the next page.

The Impact on SEO and Website Traffic

The introduction of continuous scrolling had a notable impact on website traffic. Websites that were previously ranked on the second or third pages suddenly saw an increase in impressions and clicks because their content was now more accessible on the first page.

However, while impressions increased, clicks didn’t see a significant boost. Users still tended to click on the top results, leaving the lower-ranked links with minimal engagement. This change was particularly challenging for smaller websites that had been relying on this increased visibility for traffic.

Google’s Latest Change: Discontinuing Infinite Scrolling

On June 25, 2024, Google announced that it would be discontinuing infinite scrolling on both desktop and mobile. This means that websites ranked beyond the first 10 results will once again be relegated to the second page, reducing their visibility and potential traffic.

Who Will Be Affected?

The discontinuation of infinite scrolling is expected to have the most significant impact on smaller and newer websites. These sites, which were previously benefiting from increased impressions due to continuous scrolling, may see a decline in traffic as their content moves back to the second page.

Even larger websites could feel the effects, particularly for keywords where they rank lower. With fewer impressions, these sites may notice a decrease in visibility for those lower-ranked keywords.

What Can You Do to Prepare?

To adapt to this change, website owners and SEO professionals should focus on improving their rankings to ensure their content remains on the first page. This may involve enhancing content quality, optimizing for specific keywords, and building more backlinks.

Additionally, monitoring metrics like click-through rate (CTR) will be crucial. As impressions decrease, maintaining or improving CTR will be key to sustaining traffic levels.

Preparing for the Change: Actionable Steps

As Google phases out infinite scrolling, it’s essential to take proactive measures to ensure that your website maintains visibility and traffic. Here are some actionable steps you can take to adapt to this change:

1. Focus on Core Web Vitals

Google’s emphasis on user experience means that Core Web Vitals play a critical role in determining your search ranking. Ensure your site loads quickly, is mobile-friendly, and offers a seamless user experience. Optimizing these factors can help improve your position on the first page of search results.

2. Enhance Content Quality

High-quality content that answers users’ queries comprehensively is more likely to rank well. Focus on creating in-depth, well-researched articles, blog posts, and pages that provide real value to your audience. Consider using multimedia elements like videos, infographics, and images to make your content more engaging.

3. Optimize for Long-Tail Keywords

Long-tail keywords are more specific and often less competitive than short, broad keywords. By targeting these, you can improve your chances of ranking on the first page for relevant searches. Conduct keyword research to identify phrases that your target audience is searching for and incorporate them naturally into your content.

4. Build Strong Backlinks

Backlinks from reputable websites signal to Google that your content is trustworthy and authoritative. Focus on building high-quality backlinks through guest blogging, partnerships, and outreach. The more authoritative your backlinks, the better your chances of ranking on the first page.

5. Monitor Analytics Closely

With the shift away from infinite scrolling, it’s more important than ever to monitor your website’s performance closely. Use tools like Google Analytics to track changes in impressions, clicks, and CTR. If you notice a decline, investigate the potential causes and adjust your strategy accordingly.

6. Improve On-Page SEO

On-page SEO factors, such as meta titles, descriptions, and header tags, still play a crucial role in how Google ranks your site. Make sure each page on your site is optimized with relevant keywords, clear meta descriptions, and properly structured content to enhance visibility.

7. Leverage Social Media and Other Channels

As search behavior shifts, consider diversifying your traffic sources. Social media platforms, email marketing, and other channels can drive traffic to your website independently of Google’s search algorithms. Build a strong presence on platforms where your audience is active to increase brand awareness and website visits.

Understanding the User’s Perspective

One reason behind Google’s discontinuation of infinite scrolling could be related to user behavior. Research has shown that most users do not scroll beyond the first few results. By returning to a more traditional pagination method, Google might be aiming to improve user satisfaction by making it easier to navigate search results without overwhelming them.

Preparing for Future Updates

Google’s algorithms and features are constantly evolving, and this change is just one of many that website owners and SEO professionals must navigate. Staying informed about upcoming updates and being flexible in your approach is key to long-term success in the digital landscape.

Conclusion

Google’s decision to discontinue infinite scrolling marks a return to a more traditional search experience, where users are less likely to venture beyond the first page of results. While this change may pose challenges, it also presents an opportunity to refine SEO strategies and focus on achieving higher rankings.

By staying informed and proactive, you can minimize the impact of this change and continue to drive traffic to your website.