Google is putting an end to infinite scrolling on its search results pages (SERPs). This feature, introduced in 2021 to offer a similar experience to social networks, will be deactivated on computers and on mobile in the coming months.
Google explains that infinite scrolling did not display results any faster or increase user satisfaction. The company wants to give priority to loading results explicitly requested by the user.
This change should lead to a drop in the click-through rate for URLs displayed on the second page of search results, as well as a reduction in impressions.
To sum up, the end of infinite scrolling on Google marks a change for SEO. SEO experts will have to adapt to this new situation by concentrating their efforts on creating quality content and optimising the first search results.
