Google’s mobile search results now offer infinite scroll, what Google is calling continuous scroll. So as you scroll, Google will not show you the “more results” button when you reach the bottom of the page, instead, Google will just load the next page of results automatically.
Google said “with this update, people can now seamlessly do this, browsing through many different results, before needing to click the “See more” button.”
Google added that while “you can often find what you’re looking for in first few results, sometimes you want to keep looking.” And for those searchers who want to keep on looking, you will be able to continuously scroll “up to four pages of search results” without clicking to load more.
What it looks like. Here is a GIF of it in action:
When can I see it? Google has been testing this for some time, in fact, I’ve seen it myself over the past couple of weeks. Google did say it will “gradually roll out today for most English searches on mobile in the U.S.”
In 2018, Google took a step closer to infinite scroll with launching the more results button.
Why we care. This may (or may not) encourage searchers to look beyond the first few results and scroll more through more results. It is yet to be determined how this might impact your click-through rates and traffic from Google search but keep an eye on it.