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Google launches its infinite scroll in its mobile searches: now all results will be on an endless first page

Google calls it continuous scroll, but before we have also known it as infinite scroll: that technique that allows you to scroll down the page and show more and more content without end. It is the usual practice in social networks such as Facebook, Twitter or Instagram, and now that way of displaying the information will also be used by Google.

The company announced it yesterday stating that the change currently affects searches in English on mobile devices in the United States. The idea is curious on the one hand, but perhaps worrisome for advertisers and users on the other.

Endless results

So far on Google always a presentation of the results of a search with the pagination technique had been used. Groups of 10 results were shown per page, and if you wanted to “see more” you had to click on the button with the same name that appeared at the bottom.

That was the basis of one of the classic goals of search engine optimization like Google’s: to appear on the first page of search results. Now that changes, because literally all results will be on the first and only search results page, one that can also be virtually infinite.

In Google they state that although many people find their results on the first page, often users navigate up to four pages of results, and that is the apparent reason for this change.

As they point out on TechCrunch, that certainly gives more freedom for Google to place advertising between search results, but other analysts point to some potential conflicts.

For example, the measurement can be problematic for the calculation of advertising impressions. There are also implications for those who hire positioning companies to get them to help them place their services on the first page of searches, something that now more than ever will be the decision of a recommendation algorithm with infinite results that have been around for a long time. highly criticized in social networks and what now it certainly looks more like them than ever.

More information | Google