Ever heard the joke, the easiest place to bury something you don’t want found is on the second page of a Google search? Well, I hope you’re ready for it to be found.

In the ever-changing world of technology, search engines are an essential part of our lives. Google is always looking for ways to improve the user experience and a major recent change that has been met with positive feedback is the introduction of infinite scroll which allows users to view more search results without having to click on a new page.

This is a major improvement over the previous system, which required users to click through multiple pages to find the information they were looking for. Infinite scroll is especially convenient on mobile devices, where it can be difficult to click on small links.

In the past, users had to click through multiple pages to find relevant information when searching on Google. This could be disruptive and time-consuming, especially if the user was not sure what they were looking for. However, Google has introduced a new feature called infinite scroll that allows users to scroll through an endless stream of search results without having to click on anything. This makes it much easier to find the information you need, and it can save you a lot of time.

Infinite scroll works by loading more search results (and Google Search Ads) as you scroll down the page. This means that you can keep scrolling until you find what you’re looking for, without having to worry about hitting a dead end.

Here’s why it’s a good shift in how we search:

• It’s more efficient. You don’t have to click through multiple pages to find what you’re looking for.
• It’s more convenient. You can keep scrolling until you find what you need, without having to worry about hitting a dead end.
• It’s more user-friendly. It’s easier to use than traditional pagination.

Here’s what you can expect for your search results:

• More impressions. You’ll have more views than ever as people explore answers to their questions.
• Perhaps a lower conversion rate on paid ads. As more organic options are present, it’ll be vital to keep your SEO finely tuned because you’ll have more competition in the SERP (search engine result page).

Here’s what Google had to say about the update:

While you can often find what you’re looking for in the first few results, sometimes you want to keep looking. In fact, most people who want additional information tend to browse up to four pages of search results. With this update, people can now seamlessly do this, browsing through many different results, before needing to click the “See more” button.

For example, for broader, more open-ended questions like “What can I do with pumpkins?” you may want to consider more results and inspiration before deciding how to move forward. Scrolling through a wider range of results may show you tons of options you hadn’t considered, like no-carve pumpkin decor ideas for Halloween, pumpkin seed recipes that make your pumpkin worth carving and more ideas for how to make the most out of your gourd.

Learn More About Google Changes in Search From A Designers POV

Should My Company be Spending Money on SEO?

Why You Need Competitive SEO Reports