So, just when you thought Google was getting all modern and sleek with its infinite scroll feature, they’ve decided to ditch it for good old pagination. If you're scratching your head and thinking, "Wait, didn’t they just roll this out in December 2022?", you’re not alone.
Call us sceptical, but we want to delve into the likely ‘real’ reasons behind this seemingly sudden change, and no, it's not just about user experience.
In December 2022, Google graced us with infinite scrolling for desktop search results. This followed the introduction of infinite scrolling on mobile search engine results pages (SERPs) in October 2021.
The idea seemed user-friendly at first, just keep scrolling and more results will appear magically. No need to click to go to the next page. Sounds like a dream, right? But here we are, not even two years later, and Google’s pulling the plug on it. Why? It’s not because they suddenly remembered how much they love pagination.
Let’s get real for a moment. Google’s primary revenue comes from ads. Infinite scrolling might be a great user feature, but it doesn't play as nicely with paid advertising. Here’s the thing: when users endlessly scroll, ads can get lost in the shuffle. Advertisers pay big bucks for those top spots, and if users aren't stopping to take in the scenery (i.e., the ads), that’s bad news for Google's wallet.
Infinite scroll means fewer "ad refresh" points, those moments when users move to the next page and see a whole new set of ads. Pagination, conversely, guarantees that users are presented with new ads every time they click for more results. More clicks, more ad impressions, and more money for Google. Cynical? Maybe. True? Most likely.
For us SEOs, the shift back to pagination is a mixed bag. Infinite scroll had its perks, like a smoother user experience that could keep visitors on the page longer. But it also made tracking and interpreting user interaction a nightmare. Now, with pagination, we’re back to familiar territory. Users have to click to see more results, which means:
Increased Friction: Users now have to make an active choice to see more results. Fewer users might bother to go beyond the first page, impacting your second-page rankings and beyond.
Impression Data Drop-Off: With infinite scroll, users could easily skim through more results, giving those buried on page two and beyond some visibility. Now, if users don’t click to the next page, those impressions could take a significant hit.
Clearer Analytics: On the flip side, pagination provides clearer data points. You can better understand user behaviour based on page clicks, which can be more insightful for refining your SEO strategies.
Ultimately, this change highlights a classic Google move: experiment, observe, and optimise (for their revenue, naturally). While they might frame it as improving the user experience, the reality often combines user convenience and maximising ad revenue.
As SEOs, pagination reminds us that Google’s ecosystem is always in flux, and our strategies need to be adaptable. While pagination might feel like a step back, it also offers a chance to reevaluate how we approach SEO and user engagement.
So, the next time you find yourself clicking through to page two of search results, remember: it's all part of Google's master plan. And in the grand scheme of SEO, adaptability is the name of the game.
Stay savvy.
