Why Google Ditched SERP Pagination and Adopted Continous Scroll and How It Can Help Your Small Business Rank Better

Wondering why Google waved goodbye to pagination and embraced continuous scroll? And, how this shift can be your secret weapon in the quest for better rankings? In the following article, we'll unravel the why behind Google's move and explore how it can be a game-changer for your small business.

Why Google Ditched SERP Pagination and Adopted Continous Scroll

The long and short of the change had to do with one simple fact - the listings shown on the second page only earned a paltry CTR or Clickthrough Rate of less than 1% and, the listings on the third page, performed even worse.

So, Google introduced its continuous scroll feature on SERPs to encourage people to scroll through more results. This feature allows users to see more results with fewer clicks. It also makes it easier for Google to include rich results. 

The search giant introduced infinite scrolling on mobile in October 2021. Then, in December 2022, the company expanded the feature to desktop for English-language queries in the U.S.

How Google’s Infinite Scroll Can Help Your Small Business Rank Better

Remember the good old days of clicking through numbered pages on Google? Yeah, me neither. Now, it's all about the infinite scroll – a bottomless pit of information that keeps us glued to our screens like moths to a flame. 

But what does this mean for you, the small business owner trying to climb the Google mountain? Fear not, fellow entrepreneur, because the continuous scroll isn't just a fancy new way to waste time – it's a game-changer for your online visibility. Here's the lowdown:

• Gone are the days of pagination purgatory. No more getting stuck on page two or three, hoping someone stumbles across your hidden gem. Now, users can seamlessly glide through a seemingly endless stream of results, potentially landing right on your doorstep.

• Attention is the new currency. With endless content at their fingertips, users are more likely to skim than scan. This means your website needs to grab their attention like a catnip-stuffed toy. Compelling headlines, captivating visuals, and laser-focused content are your new best friends.

• Mobile matters, and mobile loves to scroll. Most searches happen on smartphones, where continuous scroll reigns supreme. If your website isn't optimized for this mobile-first experience, you're basically playing hide-and-seek with a blindfold on.

• Content is still king, but context is queen. Google's algorithms are smarter than ever, understanding the relationships between topics and searcher intent. So, don't just churn out generic blog posts. Create content that's relevant, insightful, and answers the questions lurking in your target audience's minds.

How Small Businesses Can Take Advantage of Google’s Infinite Scroll SERP

So, how can you leverage this continuous scroll revolution for your small business?

• Think beyond the blog post. Infographics, videos, and interactive elements can break up the text monotony and make your content even more scroll-worthy.

• Optimize for speed and mobile-friendliness. Nobody wants to wait for a website to load, especially on their phone. Make sure your site is a lean, mean, scrolling machine.

• Localize, localize, localize. If you're a brick-and-mortar business, claim your Google My Business listing and optimize it for local searches. This can be your ticket to the top of the scroll, even if you're not a global brand.

• Embrace the power of storytelling. People connect with stories. Share your passion, your journey, your unique value proposition – make your brand a character they want to scroll down for.

But here's the thing: mastering the art of continuous scroll content can be tricky. You need to understand user behavior, Google's algorithms, and the nuances of creating engaging online content. That's where we come in.

At Brand Well Media, we're not just wordsmiths, we're scroll whisperers. We know how to craft content that not only grabs attention but also climbs the Google ladder and lands you right in the sweet spot of that never-ending scroll.

Ready to ditch the obscurity and become a continuous scroll superstar? Contact us today for a free consultation and discover how we can help your small business shine brighter than ever in the age of endless search. Remember, the only thing infinite about your success should be the scroll, not your online visibility. Let's get scrolling.