Google is discontinuing its continuous scroll feature in search results, first on desktop starting June 25, 2024, and later on mobile.
As a reminder, The continuous scroll appeared on mobile in October 2021 and later on desktop in December 2022.
Instead, the search engine will return to the classic pagination bar at the bottom of the search results page.
Google made this change to enhance the speed of delivering search results, noting that continuous scrolling did not significantly increase user satisfaction.
The removal of continuous scroll in SERPs might lead to a decrease in the number of ad impressions per session, as users are less likely to scroll through multiple pages of results. This change could potentially increase the visibility and CTR of top ads while reducing exposure for ads positioned lower down the page.
The news was shared by Search Engine Land.
