Google announced today that it’s changing the way search works on mobile devices, initially in the US Now, when you reach the bottom of a set of search results on your phone, allowing you to go to the next page. No need to tap for . Instead, the next set of results will be loaded automatically so that you can constantly scroll down to see more information.
The change will apply to the mobile web and is currently supported on the Google mobile app for both iOS and Android in the US for most English language searches. Since this is a staggered release, you may initially get some results that scroll and others that don’t.
While most people find exactly what they’re looking for in the first few results, Google says, those looking for additional information browse through four pages of search results. So the company is making changes, we’re told. Now, those users will be able to move more seamlessly between pages without having to click the “view more” button at the bottom of the page.
Google notes that this can be especially helpful for searches where people are looking for a variety of ideas or inspiration, rather than just quick answers on a given topic.
However, there are other benefits to this design that Google didn’t mention.
For starters, the constant scroll doesn’t force you to stop at an arbitrary point in your search, then tap a link to proceed—a holdover from the desktop era of web search. That “click for more” type of design seems out of date in a world where in-app feeds – like Facebook’s News Feed, for example – offer a never-ending stream of information and updates. And by continuing to scroll, Google users can spend more time in the app where they’ll also see more ads.
Continuous scrolling can also give Google more flexibility in terms of ad placement. Rather than limiting ads to the top of a results page, they can be inserted among search results as you move down – similar to how ads appear on social networking feeds.
While Google didn’t publicly detail its plans for ads with this change, the company told us at a follow-up that it would reduce the number of text ads appearing at the top and bottom of pages for US-English mobile queries. will redistribute. Now, text ads will appear at the top of the second page and then, while fewer text ads will appear at the bottom of each page. However, there is no change in the performance of Shopping and Local ads at this time, we understand.
Also, since Google Search has info boxes, search suggestions, products to buy, and buttons that take you to other search verticals like videos, it became more difficult to tap the right button to advance through search results. Is. This is especially true as Google will darken other buttons in hopes of catching your eye and encouraging a click to another destination.
Search changes follow modern redesign of results page on mobile announced Earlier this year, that focused on making search results easier to read through the use of additional whitespace in some areas and color in others; a bigger, more bold font (actually Google’s own); and moving away from round, shaded boxes in favor of straight lines; among other things.
However, that change was more about how search results looked, not how they function.
Google says new continuous scroll rolls out in the US starting today