Google Search Kills Google Explore With Continuous Scroll Ending
Google has made a significant update to its search interface by discontinuing the continuous scroll feature and the Google Explore feature. These changes, effective from June 25, 2024, signify a return to the traditional pagination system on both desktop and mobile platforms.
This shift has raised questions about its impact on user experience, website visibility, and digital marketing strategies.
Key Details of the Change
End of Continuous Scroll
Introduced on mobile in October 2021 and later expanded to desktop in December 2022, continuous scroll allowed users to browse search results seamlessly without clicking on a “Next” button.
However, Google has now removed this feature, citing two main reasons:
- Improved search result delivery speed
- Enhanced user satisfaction
The data suggested that continuous scrolling did not significantly boost user engagement, prompting a shift back to a more traditional system.
Return to Pagination
With the discontinuation of continuous scroll:
- A pagination bar now appears at the bottom of search results, enabling users to click through specific pages or move forward with the “Next” button.
- On mobile, a “More results” button replaces the infinite scrolling experience.
This change could refocus user attention on the first page of search results, where the majority of clicks traditionally occur.
Impact on User Behavior
- Visibility Shift:
Continuous scrolling blurred the boundary between the first page and subsequent pages, often improving visibility for lower-ranked sites.
Now, the return to pagination reinforces the dominance of page one, limiting exposure for websites ranking beyond this point. - Click Behavior:
Studies show that less than 1% of users navigate beyond the first page of search results, raising concerns about visibility for lower-ranking sites.
Closure of Google Explore
The discontinuation of Google Explore, which offered additional content recommendations after extended scrolling, accompanies the end of continuous scroll.
This feature was designed to enhance user discovery but will no longer appear in Google Search.
Speculation and Reactions
The SEO and marketing communities have been debating the motivations behind this update.
Possible Reasons for the Change:
- AI Resource Management:
Some experts believe this shift is linked to resource management, given Google’s increasing focus on AI features like AI Overviews. - User Experience Optimization:
By prioritizing faster load times and simplified navigation, Google aims to offer a more efficient search experience.
Industry Concerns:
- Reduced traffic for websites ranking on the second page or beyond.
- Greater competition among websites to secure page one rankings.
Conclusion
The removal of continuous scroll and Google Explore marks a significant transformation in search behavior and visibility. While Google Search continuous scroll ending may streamline the user experience, it also amplifies challenges for businesses aiming to maintain or improve their rankings.
For digital marketers and website owners, the focus must now shift toward enhancing their SEO strategies to secure prominent positions on page one.
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