Continuous Scrolling - Impact of the new Google feature on your search engine marketing

There is a joke among search engine experts: "The best place to hide a body is on the second page of Google's search results". But this joke is already outdated. Because following the example of the Social media platforms Instagram and Co. the search engine now switches to the Google Continuous scrolling on the desktops version. This means the Classic first page from Google, which the websites used to fight over, is no longer there.

With this change comes the question, to what extent the own Search engine marketing affected by this ist, and which new measures and strategies need to be used. To answer these questions, this article looks at the impact of continuous scrolling on your SEO and SEA.

Is now the time to turn our backs on the outdated metaphor of the "page"?

The new feature from Google ensures that you no longer scroll from page to page, but instead continuously scrolled down further will. More and more search results are loaded by Google until the end is reached. 

The Continuous Scrolling established by Google has a page end after all, unlike Infinity Scrolling, which is mostly used on social media platforms. This first "page" comprises, in the case of the new Google Function about the first 6 pages of the old version. But nevertheless, this redesign is a further step into the digital age ventured. Young people are used to having an endless feed of expanding results because of social networks. By adapting to this contemporary way of acquiring knowledge, ensures Google for remaining competitive as a search engine.

"Above the fold" system

This change comes at the right time, because the page principle is outdated anyway. The structure of Google pages is still based on the classic structure of a newspaper. The most important and biggest headlines will be here always "above the fold", thus placed above the kink that divides the newspaper. This ensured that these issues were seen at first glance. But nowadays it is Normality become scrolling and to look at a range of information and texts. Therefore, the classic "above the fold" system falls away and differently placed topics get almost as much attention. Will this change the whole search engine marketing?

What will change with continuous scrolling?

• Page one is omitted: As already mentioned above, the first page is omitted and more results can be seen on one scroll be seen. The natural tendency of people to scroll further additionally supports that a higher number of results are seen directly. On the one hand, this dissolves the Print necessarily among the top 10 of the search resultse to rank, but it is also getting harder to get into theser expanded selection in the eye to prick.
• The first three lose importance: Currently, the first three results on Google get the most organic clicks. But with Google Continuous Scrolling, this could change. Over time, users should become accustomed to being able to scroll further, and do not automatically rely on one of the first results.
• Additional Ads: Google Continuous Scrolling gives the search service additional space for ads and other special features. This, of course, gives a good excuse to push organic search further down and make more room for paid ads to make. However, it may well be that the paid search results will not only be shown at the top of the page, but will now be incorporated into the feed by Google. This will make it more convenient for searchers even more difficult to distinguish organic content from paid ads, which can lead to higher bounce rates and confusion. On the other hand, ad features such as zero-click searches, i.e. an answer to a question without actually pressing an ad, become less to non-existent. The high number of results may no longer allow for such helpful features.
• Result clusters become more: Until now, a website or a company could be listed on Page One with two separate results on the same topics rank. With the new model, the question arises whether Google wants to combine the posts or keep the old order. Accordingly, this would also involve a major change and highest precision in own ad design require.

Tips and tricks to keep your search engine marketing up to date

The new feature from Google gives us the opportunity to take another close look at our Organic Traffic and our SEO to throw.

Because this should be optimally vorbeireitet and adapted to the coming changes. For this included constant observation and Data analysis. What is your bounce rate? Where do you get a lot of abandonment? How is the user page experience? By asking questions like these, you keep an overview of possible change and can respond to them in a targeted manner. When the first page is missing and people scroll more, you need to stand out among the competition. Here it is especially helpful to have a lot of Value on the title and the Meta title to lay. A catchy but informative headline, good design, clarity and quality content will attract searchers to your site.

Google Continuous Scrolling? Good or Bad

With Google Continuous Scrolling, Google makes a Step towards a new era of search engine marketing.

We are just at the beginning of this new Google feature and don't know what the future will bring. But this change can also bring a lot of potential for growth and new doors for SEO and SEA open. The most important thing is that you continue to optimize, monitor changes and analyze the consequences for mobile search results. While you may not be able to hide bodies on page two now, you can do better search engine marketing.