Continuous Scrolling: What Does It Mean for Your Business?

In today’s fast-paced digital landscape, user experience can make or break your business’s online success. One trend that’s revolutionizing how users interact with websites is continuous scrolling – a design feature popularized by social media giants like Instagram and TikTok. At Rise Local, we’ve seen firsthand how Dallas businesses are adapting to this seamless browsing experience, and the impact it’s having on user engagement and conversion rates. We’re here to break down what continuous scrolling means for your business and why it might be the game-changer your website needs in today’s mobile-first world. As a leading Dallas SEO agency, Rise Local helps businesses adapt to Google’s evolving search features while maintaining strong website optimization practices.

If you’re like most small business owners with a local marketing Dallas campaign, you’re always looking for ways to improve your Google search result placements. After all, better placement means more traffic to your site and potentially more customers.

So when you heard that Google was testing continuous scrolling on the desktop, you may have been intrigued. Well, on Dec. 5, 2022, Google issued the following statement regarding continuous scrolling:

“So starting today, we’re bringing continuous scrolling to (the) desktop so you can continue to see more helpful search results with fewer clicks. It’s now even easier to get inspired with more information at your fingertips … Now when you scroll down you’ll continue to find relevant results so that you can discover new ideas. When you reach the bottom of a search results page, up to six pages of results will be automatically shown until you see a ‘More results’ button if you wish to continue further.”

Before you make any decisions about whether or not to change your own website marketing plan, it’s essential to understand the pros and cons of this new feature. Here’s what we think you should know.

Pro: Quick Scrolling With Fewer Clicks

One major advantage of Google incorporating continuous scrolling on its desktop search results is the ability to view more information with fewer clicks. This can be a great time-saver for users looking for specific information or exploring various topics without needing to manually click from page to page.

As companies use SEO to rank higher on Google, they must stay up-to-date with the latest changes and trends. Continuously scrolling can be a great solution for optimizing search results, as it helps users find what they are looking for even faster.

Instead of having to click multiple pagination links to find the desired result, continuous scrolling gives users the ability to quickly scan through without interruption or delay. It’s important to focus not just on SEO optimization, but user experience as well, since demonstrating that you value your customers’ time is key to customer satisfaction and business growth.

A knowledgeable marketing agency is one way to help your business stay up-to-date with the latest changes, while also regularly monitoring user and customer behavior in order to understand their needs better. Rise Local can give you just that!

Con: Difficulty Keeping Track

Since the search results are now automatically loaded as you scroll down, users may be overwhelmed with an excessive amount of information in a short period of time, which could lead to confusion and frustration.

Constantly scrolling pages can be a headache when it comes to readability, not to mention the frustration of searching for an individual result. Luckily, Google has worked hard over the years to mitigate this issue and make sure that finding what you need is as simple as possible.

Here at Rise Local, we’ve been able to stay ahead of the curve with all of Google’s recent changes and can help your business navigate its implications so that page scrolling does not interfere with your ability to provide coherent, quality content, or to get your business seen and featured prominently during ad campaigns.

Additionally, scrolling through multiple pages at once eliminates users’ ability to go back and review items they passed over during their initial viewing. This format may also make it difficult for users to accurately compare different search results side-by-side due to the rapid scrolling motion.

Local Marketing in Dallas Follows the Global Trend

Overall, while continuous scrolling may provide some advantages in terms of quickly finding relevant information on Google’s search engine, there are also considerable potential downsides as well that should be taken into consideration if you’re a small business owner hoping to stand out in the sea of searchers.

In other words, continuous scrolling is here, and it’s already making an impact in local marketing Dallas campaigns. At Rise Local, we have our finger on the pulse of what Google is doing, and we can help you understand how these seemingly aesthetic differences can create a functional impact on your operations.

We’re eager to keep stepping up for our clients and hope we can do the same for you. Contact us today to learn more about how we can help your business website.