Google Is Testing The Continous Scrolling Update For Mobiles

The best place to hide a dead body just moved on Google’s third page of search results.

Photo by Mitchell Luo on Unsplash

“The best place to hide a dead body is on page 2 of Google’s search results” is one joke every marketer knows.

From now on, we might have to adjust it to page 3 since Google’s search results from the second page will load automatically.

The “continuous scrolling” update is rolling out on mobile devices, and it’s currently tested with English searches in the U.S.

Google says:

“most people who want additional information tend to browse up to four pages of search results. With this update, people can now seamlessly do this, browsing through many different results, before needing to click the “See more” button.”

You can read more here.

What does the continuous scrolling update mean?

First of all, if you’re not running your Google searches in the U.S., from a mobile phone, this update will mean nothing to you. At least not for a little while.

If you do meet the criteria, it just means that as you type something in the Google search box, you’ll get a lot more results at the first display. Basically, as you scroll down the page, you’ll automatically see the results that used to be displayed on the second page without your mobile browser loading a new page.

The More results button is moved way down.

But how about if you’re a marketer or someone thinking about trying your hands at Google ads?

Well, the update’s impact on Google Ads is a bit different.

Here’s a sum up:

• You can expect to see text ads even at the top of the second page;
• At the same time, the number of ads displayed at the bottom of each page should decrease;
• Google claims there will be no change regarding the Shopping and Local ads display;