Google has introduced infinite scrolling to mobile search results pages. Earlier, there were page numbers on the bottom of SERPs.Now there is a “more results” button. Tappings on the button will trigger more search results for loading inside the same page. Google has made a confirmation that this is only a “test”. But this is not one of those tests which happen occasionally.

Possibly it is a “test” in the sense that it is available widely. However, Google will decide whether it will keep this feature based on user feedback or not. We can assume that this is a temporary till Google confirms that it is permanent. Has Google altered the definition of what it means for ranking on the first page?We will need to wait and see if this test becomes a permanent parameter.

Google shifts to Infinite Scrolling Mobile Search Results


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.