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Technology

Google is making it easier to scroll through search results

announced Google is changing the way mobile search works initially in the US, so you now don’t have to tap to go to the next page when you reach the bottom of a set of search results on your phone.

Instead, the next set of results loads automatically so you can constantly scroll down to see more information.

The change is rolling out across the mobile web, and is supported via the Google mobile app for both iOS and Android in the US for most English-language searches at the moment.

Since it is a choppy version, you may initially encounter some results that are passed and some that are not.

And while most people find what they’re looking for in the first few results, the company says, those looking for additional information tend to scroll through four pages of search results.

This is why the company is making the change. These users are now able to move more seamlessly between pages without having to click the “See More” button at the bottom of the page.

The company notes that this can be particularly useful for searches where people are looking for a variety of ideas or inspiration on a particular topic, rather than just quick answers.

However, there are other benefits to this design as well that Google hasn’t explained. And continuous scrolling doesn’t force you to stop at a random point while searching and then click on a link to continue — something suspended from the era of desktop web search.

This kind of “click to get more” design feels outdated in a world where in-app feeds – like the Facebook News Feed for example – provide endless information and updates.

By continuing to scroll, Google users may spend more time in the app as they also see more ads.

Read also: Steve Jobs would have loved Android 12 more than iOS 15

Google introduces continuous scrolling feature

Continuous scrolling can give the company more flexibility in terms of ad placement. Instead of restricting ads to the top of the results page, they can be inserted in the middle of the search results as you move down. Like how ads appear across social media feeds.

Although, the company has not publicly detailed its advertising plans with this change. It has made it clear that it redistributes the number of text ads that appear between the top and bottom of pages for mobile queries.

Text ads now appear at the top of the second page and beyond. While fewer text ads are shown at the bottom of each page.

Plus, as Google search becomes filled with information boxes, search suggestions, products to buy, and buttons that take you to other search segments. It has become difficult to click on the correct button to continue with the search results.

The change to search follows a recent redesign of the mobile results page. which was announced earlier this year.

The redesign focused on making the search results easier to read by using whitespace and adding colors in some areas with a larger font and moving away from shaded circular boxes in favor of straight lines.

Read also: Will Apple respond to Google’s invitation and put iMessage at risk

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