TikTok is becoming a popular search engine for Gen Z. Will Google's recent updates help it keep pace?
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Google announced this week that it is bringing continuous scrolling to desktop browsers. Now when you scroll down to the bottom of the search results page, Google will automatically load another page worth of results without you having to click on an additional button. This feature has been available on mobile devices since last year, but it will now roll out to all US users searching in English—and from there, it will presumably expand to other countries and languages.
Google is careful to call this feature “continuous scrolling” rather than “infinite scrolling.” A similar function exists across most social media sites or apps where as you scroll, new content keeps popping up into your feed just as you get to the bottom of the page. Though, infinite scroll has had its critics, some of which blame the feature for wreaking havoc on our attention spans.
Google, though, will only load six pages of results before you need to click a button that says “See More Results.” (On mobile devices, you can scroll through up to four pages before you have to tap anything.) Also, Google doesn’t load the six pages of results all at once—how fast it presents the next pages is related to the speed that the user scrolls at.
Until now, Google has displayed search results across multiple pages with ten results per page interspersed with ads, suggested results, and other call-out boxes....
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