Google Search Console Impressions Report and Continuous Scroll SERPs - Search Engine Journal

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In a Google Office-hours hangout John Mueller was asked a great question about how Google Search Console (GSC) reports impressions now that the first page of the search results are shown with a continuous scroll format.

Continuous (Infinite) Scroll and Google Search Results

Continuous scroll, also known as Infinite Scroll is a way to show content without forcing the site visitor to click on a link to another page.

It’s a frictionless way to present the user what they want to see, without making them go through the largely superfluous action of a clicking a link to see a new page.
It’s particularly a good user experience in situations where a site visitor is browsing for content.

The application of infinite scrolling is wildly successful in the context of social media.

A case can be made that it’s appropriate for search results as well.

How is an Impression Measured in a Continuous Scroll?

The person asking the question noted that employees at her agency disagreed in opinions of what constituted an impression in search results that displayed in a continuous scroll format.

This is the question:

“My question is …wildly debated at my agency. It’s about impressions.

So can you tell us what classifies an impressions in Google Search Console (GSC) and how...

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