How Google’s Continuous Scroll Impacts SEO

How Google’s Continuous Scroll Impacts SEO

Google is always updating how it does things in an ongoing effort to be as reliable and helpful as possible to the millions of people who use it. Anyone who has tried to keep up with their algorithm can confirm that the tech giant keeps people on their toes. Google has done it again with their rollout of the continuous scroll. You may have already noticed this update when your page of search results just…kept…going. Your computer isn’t malfunctioning. This is the new Continuous Scroll function. Here’s what you need to know about the new continuous scroll update and how you can adjust your search engine optimization strategy to improve or maintain good results.

What Is Google’s Continuous Scroll?

Google’s Continuous Scroll is changing how users view search results. Now, instead of splitting results between multiple pages, users will see a larger number of results that eventually end with a button to “See More Results.”

The rollout of the continuous scroll for desktop search engine results was announced in December 2022, following the incorporation of infinite scroll for mobile devices. The main goal behind these updates is to allow users to see more search results without having to visit additional pages.

As a Google spokesperson told Search Engine Land in December 2022, “We’re bringing continuous scrolling to desktop so you can continue to see more helpful search results with fewer clicks.”

What Is Google’s Continuous Scroll?
How Will Continuous Scrolling Affect SEO?

The goal of search engine optimization (SEO) is still to get higher rankings on search engines in order to drive traffic to your site and increase leads, sales, and revenue, but marketers will need to shift their focus away from trying to rank for the first page and how they measure results. Rather than looking at which page your website lands on, pay attention to your placement number (i.e., your blog page ranks #15 in the list of search results.)

Though the long-term positive or negative impacts are still yet to be seen, many experts believe that this update can end up improving visibility and engagement for some lower ranked sites. Search Engine Land found that the top 3 results shown for any search query still get the highest number of impressions and clicks. However, they also noticed that sites with lower positions (#15-20) got a boost in impressions, which could very well lead to more clicks over time.

5 Tips to Optimize for Continuous Scroll

Even though we need to shift our strategy a bit to focus on placement ranks instead of page ranks, the goal of SEO remains the same. If you are looking to improve your search rankings, we have some tips for you to consider:

1. Write Content Using Relevant Keywords

• Choose Keywords Carefully

Research and identify keywords that your ideal audience plugs into their search bar and then write high-quality content around those words. As we like to say: skip the fluff and write content that sticks to the roof of your mouth like peanut butter.

2. Focus on Your Titles and Meta Descriptions

• Check Meta Descriptions and Title Tags

People are always looking for quick access to information. Having the right title and meta description can grab someone’s attention, match user intent, and assure people you can answer their questions.

3. Optimize Your Content for Featured Snippets

• Make Web Pages User-Friendly

A featured snippet is an extended search result that appears at the top of Google’s search results and provides a quick answer to a user’s question. Optimize your content for featured snippets by focusing on long-tailed keywords that answer what, how, and why types of questions.

4. Make Sure Your Site Is User-Friendly

• Choose Keywords Carefully

Does your site load quickly? Is your site mobile-friendly and easy to navigate? Websites set up to be user-friendly yield better engagement, so be sure to check factors like site load speed and navigation to ensure that users enjoy a smooth experience when they land on your site.

5. Create Landing Pages That Deliver Value

Look At Your Linking

The landing pages you create should offer information of value to the end user. You increase your chances of higher search rankings when your pages are laid out to be user-friendly and stocked with helpful content that answers a user’s search query, rather than pages full of spammy content geared to attract search engines only.

Remember, if you want to increase your search rankings, your website needs to be user-friendly and backed up with quality content to drive more traffic and achieve your end goals of lead generation, conversion, or customer retention.

Varga Helps You Keep Up with the Changes

Although they are meant to improve the user experience and keep the competition fair for content creators, we know the constant algorithm updates from Google can be frustrating. Having a team in your corner, like Varga, to support your needs in the ever-changing world of search engine optimization makes everything easier. Our comprehensive marketing services let you sit back and relax while we keep up with algorithm updates. If you’re looking to break through the noise and level up your brand, we’re only one click or call away!

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