Google’s Shift from Continuous Scrolling: Implications for Search and Advertising

by | Jul 9, 2024

In a significant move, Google has announced the end of continuous scrolling in its search results pages (SERPs). This change, rolling out on desktop in June 2024 and soon on mobile devices, marks a pivotal shift in user interaction with search results. As digital marketing professionals, it’s crucial to understand the rationale behind this decision and its potential impacts on user experience and advertising strategies.

The Rationale Behind the Change

Google’s decision to revert to paginated search results stems from several key factors:

  1. Enhanced Loading Speed: By eliminating continuous scroll, Google aims to serve initial search results faster, prioritizing speed and efficiency.
  2. User-Centric Content Delivery: This change allows Google to serve faster results on more searches, aligning with user intent rather than automatically loading potentially irrelevant content.
  3. Satisfaction Metrics: Interestingly, Google reported that continuous loading of results didn’t significantly improve user satisfaction with Search.
  4. Resource Optimization: The shift may be partly driven by resource management considerations, as continuous scrolling demands more server resources.

The Impact on User Experience

The return to pagination brings both advantages and challenges for users:

Potential Benefits:

  • Reduced information overload
  • Improved navigation with easier access to specific result pages
  • Enhanced performance on older devices

Potential Drawbacks:

  • Increased clicks required to view more results
  • Risk of users missing relevant information beyond the first page

Implications for Advertisers

This change has significant ramifications for digital advertising:

  1. Ad Visibility Shifts: Ads placed at the top of each page may receive increased attention as users navigate through paginated results.
  2. Click-Through Rate (CTR) Dynamics: We anticipate shifts in CTRs for both organic results and ads, with first-page placements potentially seeing increased engagement.
  3. Ad Placement Strategy Reassessment: Advertisers will need to reevaluate their strategies, with a renewed focus on securing top positions on the first page of results.
  4. Supply and Demand Economics: The shift to pagination effectively reduces ad inventory supply, potentially leading to increased competition and higher costs for advertisers.

Adapting to the New Landscape: Strategic Recommendations

To navigate this change effectively, consider the following strategies:

  1. Prioritize First Page Rankings: With pagination, securing a spot on the first page becomes even more crucial. Invest in robust SEO strategies to improve organic rankings.
  2. Optimize for Featured Snippets and Rich Results: These can provide additional visibility opportunities on the first page, bypassing traditional ranking factors.
  3. Refine PPC Strategies: Reassess bidding strategies and ad placements to ensure optimal visibility in the new SERP layout. Be prepared for potentially higher costs per click.
  4. Monitor Performance Metrics: Closely track KPIs such as click-through rates, bounce rates, conversion rates, and ad costs to understand the impact of this change on your campaigns.
  5. Analyze User Behavior: Study how users interact with paginated results to inform both SEO and PPC strategies. Consider implementing heat mapping and user session recording tools for deeper insights.
  6. Budget Reassessment: Given the potential for increased ad costs, advertisers may need to reassess their budgets and ROI expectations. Consider allocating more resources to high-performing keywords and ad placements.


While Google’s decision to remove continuous scrolling may seem counterintuitive in today’s infinite-scroll world, it’s clear that this change is based on extensive data analysis and user behavior insights. This shift presents both challenges and opportunities for digital marketers and advertisers.

By staying agile, closely monitoring performance metrics, and adapting strategies to align with the new SERP structure, businesses can turn this change into a competitive advantage. Remember, in the ever-evolving landscape of digital marketing, those who adapt quickly and effectively are the ones who thrive.

As we navigate this transition, it’s crucial to remain focused on providing value to users while optimizing for visibility and engagement in the new paginated search environment. By doing so, we can ensure continued success in the dynamic world of search marketing.


  1. Search Engine Land. (2024, June 25). Google dropping continuous scroll in search results.
  2. Search Engine Journal. (2024, June 25). Google Ends Continuous Scroll SERPS: What It Really Means.
  3. The HOTH. (2024, June 28). Google Ends Continuous Scroll: How Will it Impact Your SEO?
  4. seoClarity. (2023, February 1). SEO Pagination Best Practices and Considerations.
  5. (2024, June 26). Google puts an end to continuous scroll.