They say that the best place to hide a body is on page 2 of Google search results. Now, that hiding spot may be going away. Google this week announced that it’s launching “continuous scrolling,” on desktop search results (SERPs), which sidesteps the friction of having to click through “pages.”
Specifically, English language searchers will start to see page numbers at the bottom of desktop SERPs disappear, in favor of a continuous string of search results. They’ll load continuously until the user reaches page 6 (60 results), after which they’ll see a “more” button to load additional results.
To be fair, this was already done on mobile SERPs. Since 2021, mobile searchers have been able to keep scrolling until page 4, when they could tap to see more. This of course made sense on mobile where the name of the game is to reduce taps. Now desktop search inherits the same thinking.
Artificial Boundaries.
Backing up, the move to eliminate the page framework represents a departure from the way we use and think about SERPS. After reaching the 10th result, users rarely click to page 2 (the reason it’s such a good place to hide a body). There’s also a feeling that anything not good enough for page 1 is irrelevant.
Eliminating the page structure sidesteps both the friction of clicking for more… and that feeling of irrelevance due to artificial boundaries. For Google, this could accomplish more clicks and activity for any search result that currently lands on page 2, and the overall goal of making search more natural.
On that last point, this is just the latest in Google’s ongoing moves to make search more intuitive, including knowledge panel results and natural language search. The traditional 10 blue links search structure is well organized but misaligned with the way the human brain works… and Google knows it.
Zero In
Moving on to the second big SERP-related update this week, Google is launching topic filters. These let users refine search results after having done a keyword search. Google’s AI will surface related terms or sub-topics at the top of mobile search results that users can click to refine their original search.
Unlike the above continuous scroll update, this move is specific to mobile where, again, the name of the game is to reduce finger taps. In this case, it accomplishes that by eliminating users’ need to start a new search – instead progressively building on their previous search to zero in on the right answer.
But like continuous scrolling, this is about creating more intuitive and effective SERP experiences. Also like the above moves, we could see this applied first in mobile interfaces before extending to desktop SERPs. Meanwhile, it’s available in the U.S. on Google’s iOS and Android apps as well as mobile web.
Analyst Work
Lastly, as a bonus item, Google has updated the Chrome browser with some shortcuts to find things easier. Specifically, you can use commands directly in the address bar to search your history, open tabs or bookmarks. For example, typing @history lets you quickly search within your browser history.
Though this is more of a browser update than a SERP update, it similarly works towards letting users find things faster and easier. But unlike the above updates, this is admittedly a feature for power users who do lots of web searching and have several tabs open at any time (sounds like analyst work 😉).
Expect more developments along these lines as Google continues to establish ways to make search more natural and, ultimately, effective. Of course, that’s just one consideration in algorithmic and UX updates – the other being to boost monetization via CPCs and CTRs. We’ll be watching for that too.
