Tuesday, January 31, 2023

How Google's continuous scroll can impact SEO - Search Engine Land

Last updated Friday, January 20, 2023 09:05 ET , Source: NewsService

In December, Google introduced continuous scroll to desktop search results. SEO practitioners immediately anticipated what the move’s impact will be on the industry.

In this article, I’ll share insights on continuous scroll’s relevance today, its potential impact to the search experience, and how SEOs can adapt.

To click or to scroll? That’s not the question!

The way I see it, continuous scroll signals a move away from the outdated “page” metaphor.

Since the early 1990s, we have used the term “webpages,” as if websites were printed on paper. Despite over 20 years of technological progress, the flawed metaphor still persists, even on Google’s SERPs. But it might be going away soon.

The concept of scrolling is pervasive on the web today. Most webpages are extended “below the fold,” and content is mostly reachable through scrolling, the easiest way to navigate websites.

That’s why in recent years, the scroll user experience is being enhanced with continuity. This way, web content is loaded on-demand as the user scrolls down – thus, the name “infinite scroll.”

Technically, it’s not really infinite since the scroll only lasts for as long as there is content to show. Rather, the correct term is “continuous scroll.”

Most social media platforms implement this approach to show users an unlimited – and often addictive – stream of content. Freedom, an app that blocks infinite scroll sites, is gaining popularity among people looking to eliminate distractions and ensure productivity...

Read Full Story: https://news.google.com/__i/rss/rd/articles/CBMiR2h0dHBzOi8vc2VhcmNoZW5naW5lbGFuZC5jb20vZ29vZ2xlLWNvbnRpbnVvdXMtc2Nyb2xsLXNlby1pbXBhY3QtMzkxOTA10gEA?oc=5

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