How Google’s Continuous Scroll Update Affects SEO

Google’s continuous scroll update, which rolled out in December 2022, was a significant change to the way search results are displayed on the Google’s desktop search engine. This update changes the way users interact with search results and will have a major impact on SEO practices for websites.

Previously, when users performed a search, they were presented with a list of blue links that they could click on to visit a website. With the continuous scroll update, users no longer have to click on a link to visit a website. Instead, they are able to scroll through an infinite list of search results, with websites loading as they scroll. This means that users will be able to access more information and visit more websites without having to perform multiple searches or click on multiple links.

This change turns established SEO practices on their head. With the continuous scroll update, it is important for websites to optimize their content for the new user experience. This means that websites should focus on creating high-quality, engaging content that is easy to read and navigate. They should also focus on providing a fast loading speed and responsive design to ensure that their site loads quickly and smoothly as users scroll through search results.

How Does This Affect SEO Strategy?

The majority of users previously did not click past the first page of search results. In fact, studies have shown that the first page of Google’s search results receives the vast majority of clicks, with the top three results receiving the lion’s share of traffic.

Being on the first page of search results can greatly increase the visibility and credibility of a website. It can also lead to more traffic, which can in turn lead to more conversions, sales, and revenue. Being on the first page can also help to establish a website as an authority in its industry and increase brand awareness.

Now that the first page is gone, there is a huge opportunity for the pages that were previously on the second page of Google Search. Users no longer need to click to access the rest of the results. Without the click deterrent, these listings are much more likely to be seen and even interacted with.

What To Do If Your Company is Already in The Top 3 Results

You can sleep soundly knowing that the top few Google results will always get the wide majority of clicks. However, if you have other relevant pages for certain keywords, it’s always a good idea to try and land multiple listings for a single keyword to help push down competitors. In the past year we’ve seen first-hand how Google search has been reducing multiple listings per domain. Depending on the keywords, you may still have a chance of getting multiple listings for your domain on a single Google Search. It just takes some trial and error to see how far you can push it.   

Other SEO Factors

Another important consideration relating to SEO for websites in the wake of the continuous scroll update is to ensure that your website is mobile-friendly. With the increase in mobile usage, it is important for websites to optimize their content for mobile devices in order to ensure that it is easily accessible and readable on smaller screens. Additionally, having a mobile-friendly website will help to improve the website’s ranking in search results, as Google has stated that mobile-friendliness is a ranking factor and the continuous scroll for mobile has already been around for over a year.

It is also crucial for website owners to understand that the continuous scroll update will change the way users interact with search results. This means that website owners will need to optimize their website’s meta tags and meta descriptions to ensure that they are accurately reflecting the content on their website. This will help to ensure that users are more likely to click on the website’s link when it appears in search results.

In addition, website owners should also focus on creating high-quality backlinks to their website. Backlinks are a major ranking factor for Google and can help to increase a website’s visibility in search results. High-quality backlinks are those that come from reputable websites and are relevant to the content on the website.

Finally, website owners should focus on creating a strong social media presence. Social media can help to drive traffic to a website and increase its visibility in search results. By creating high-quality, engaging content and actively engaging with their followers, website owners can improve their website’s visibility in search results.

The Bottom Line

The continuous scroll update from December 2022 has changed the way users interact with search results and will have a major impact on SEO practices for websites moving forward. Website owners should focus on creating high-quality, engaging content that is easy to read and navigate, as well as ensuring that their website is mobile-friendly, has accurate meta tags and meta descriptions, high-quality backlinks and a strong social media presence. TriAd is here to help implement these SEO strategies so that your website remains visible in search results and continues to drive traffic to your products and services. Contact us today to learn more.