Google Discontinues Infinite Scrolling for Search Results: What You Need to Know

June 25, 2024

Google Discontinues Infinite Scrolling for Search Results: What You Need to Know

Google has announced a significant shift in its search engine user experience by discontinuing the "infinite scrolling" feature in favor of the traditional pagination format. This move will affect both desktop and mobile searches, with desktop users experiencing the change immediately and mobile users seeing the transition in the coming months.

A Brief History of Infinite Scrolling


Infinite scrolling, introduced by Google in October 2021 for mobile and December 2022 for desktop, allowed users to see more search results as they scrolled down the page, eliminating the need to click through multiple pages. This feature aimed to enhance user experience by providing a continuous stream of information.


However, after nearly a year and a half of implementation on desktop, Google has decided to revert to the classic pagination system. Starting June 25, 2024, desktop users will see a pagination bar at the bottom of their search results, with a "Next" button replacing the endless scroll. Mobile users will notice a "More results" button appearing at the bottom of their search pages soon.

Why Google is Reverting to Pagination


According to a Google spokesperson, the decision to abandon infinite scrolling stems from the need to deliver search results faster. The automatic loading of additional results did not significantly increase user satisfaction, prompting Google to revert to a more controlled, paginated format.


The primary reason for this change is efficiency. By serving only the requested number of results, Google can optimize its resources and provide a quicker search experience. Additionally, loading more results automatically did not translate into higher user engagement or satisfaction.

Impacts on Digital Marketing

SEO and Organic Search


For SEO professionals, the return to pagination brings both challenges and opportunities. Initially, there were concerns about how continuous scrolling would impact reporting and user behavior. Google assured users that the Search Console reporting remained consistent throughout the change, with no alterations to position reporting.


With pagination back in play, the visibility of search results on subsequent pages becomes crucial once again. Previously, positions 11-20 benefited from being easily accessible due to infinite scrolling. Now, these positions may experience a decrease in visibility as users need to click to reach the second page.


The click-through rate (CTR) for top positions (1-3) is unlikely to change significantly. However, those relying on positions 8-10 might see a drop in traffic as users revert to traditional browsing habits.

Paid Media


Paid search campaigns will also feel the impact of this transition. During the infinite scrolling era, ads were placed strategically throughout the results, including mid-scroll positions. With pagination, ads will primarily appear above and below the organic search results, as well as occasionally above AI overviews.


This change might affect the cost and performance of ad placements. Marketers need to monitor their click volume and bid strategies to ensure their ads maintain visibility. The cost-per-click (CPC) for page-one placements might see adjustments, especially as the bidding landscape shifts back to a more traditional format.

Preparing for the Transition


As Google phases out infinite scrolling, marketers should take proactive steps to adapt their strategies:

  • Review and Adjust SEO Tactics:

    Focus on securing top positions within the first page of search results. Analyze the potential drop in visibility for positions 11 and beyond and strategize accordingly.


  • Monitor Paid Campaigns:

    Keep an eye on click volume and ad performance. Adjust bids to maintain competitiveness on the first page and optimize ad placements.


  • Leverage Search Console Insights:

    Utilize Google Search Console to track changes in impressions and CTR. Understanding these metrics will help refine your approach and measure the impact of the transition.


  • Stay Informed:

    As with any significant change, staying updated on industry insights and trends is crucial. Engage with the SEO community and share observations to collectively navigate this shift.



Google's decision to discontinue infinite scrolling and revert to pagination marks a return to familiar territory for many users and marketers. While this change aims to enhance search efficiency and user satisfaction, it also brings challenges and opportunities for digital marketing strategies. By staying informed and adapting accordingly, marketers can navigate this transition and continue to optimize their search performance.


Staying Ahead with KSA&D


At KSA&D, we understand the importance of staying on top of digital marketing trends and best practices. As Google discontinues infinite scrolling and reverts to pagination for search results, it's crucial to adapt your digital marketing strategy accordingly. Whether you're navigating changes in SEO, optimizing paid media campaigns, or exploring new avenues for growth, KSA&D is your trusted partner.

With a proven track record in digital marketing excellence, KSA&D specializes in crafting strategies that drive results. Contact us today to ensure your business stays ahead in the evolving landscape of digital marketing.