Google Search Adds Continuous Scrolling on Mobile

Following up on the redesign of the Search results page on mobile that Google launched last January, Google announced they've begun rolling out continuous scrolling on mobile for most English language searches in the U.S.

According to their blog post,

...we're making browsing search results more seamless and intuitive with the introduction of continuous scrolling on mobile devices. Now, when you reach the bottom of a search results page on your phone, the next set of results will automatically load with relevant information.

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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.

The animated GIF seen above shows a continuous scroll on mobile in response to the open-ended Google search query: what can I do with pumpkins.

In case you're wondering what will happen to your Google Ads on mobile devices, according to the Google Ads help doc this change "does not affect how the ad auction works or the way Ad Rank is calculated."

The help doc further clarifies that, because the way search results are now displayed has changed on mobile devices, Google is...