Google's mobile search results now offer infinite scrolling, which Google calls continuous scrolling. So when you scroll, Google won't show you the "more results when you reach the bottom of the page, instead, Google will just load the next results page automatically.
Google says " With this update, users can now do this transparently, browsing through many different results, before having to click the "See more " button.
Google added that if "you can often find what you are looking for in the first results, sometimes you want to keep looking. ”And for researchers who want to keep looking, you can scroll down in continu "up to four pages of search results " without clicking to load more.
What it looks like. Here's a GIF in action:
When can I see it? Google has been testing this for quite some time, in fact I have seen it myself in the last couple of weeks. Google announced that it is gradually rolling out most English-language mobile searches to the states today.s United "
But Google has also tested it earlier this year , then again in 2019 , 2015 , 2011 and above.
In 2018, Google took one step closer to infinite scrolling by launching the more results button .
Why we care. This may (or may not) encourage internet users to look past the first results and scroll through more results. It remains to be seen how this might have an impact on your click-through rates and trafic from Google search, but keep an eye out.