Google Reverts to Pagination for the first time since December 2022, Bringing an end to continuous scroll
Google search interface

Google Reverts to Pagination for the first time since December 2022, Bringing an end to continuous scroll

Google has announced a significant change in its search results display, moving away from continuous scrolling to the traditional pagination system. This shift, set to roll out on desktop initially, will also impact mobile searches. The decision is driven by the need to enhance user experience and performance.

Let's explore what this change means for businesses and how to adapt your digital marketing strategy accordingly.

Google Search Continuous scroll courtesy of SearchEngineLand


Why the Change?

Continuous scroll, introduced to create a seamless search experience(launched on mobile search in October 2021 and desktop in December 2022), has not significantly improved user satisfaction. Users found it challenging to track their search journey and often missed important information. Pagination, a familiar structure, offers clear navigation and better performance.

Impacts on Digital Marketing

  1. Search Result Clicks: The return to pagination may alter user interaction patterns. Higher-ranking pages will likely see more clicks, reinforcing the importance of strong SEO practices.
  2. Search Console Data: Changes in user behavior will reflect in your Search Console data. Monitor these metrics closely to understand how the new system affects your site's performance.

Google Search Pagination

Strategies to Adapt

  1. Optimize for Top Rankings: With pagination, securing a spot on the first page becomes even more crucial. Focus on high-quality content, relevant keywords, and strong backlinks.
  2. Enhance User Experience: Improve your site's load speed and mobile responsiveness. A better user experience can lead to higher engagement and lower bounce rates.
  3. Leverage Internal Linking: Strengthen your site's SEO by using internal links. Guide users to valuable content and keep them engaged longer on your site.

Google's return to pagination presents an opportunity to refine your digital marketing strategy. By focusing on top rankings, enhancing user experience, and leveraging internal linking, you can adapt to this change and maintain your site's visibility and performance.


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