Have you ever gotten to the end of Google’s result page and given up? You’ve probably procrastinated because you lost the zeal to click on the following link.
Well, tech giants are racing to elevate users’ experience. Reimagining ideas, which eases the way we browse on the internet with Google continuous scroll.
Google modernized its SERP based on information searches, products/services purchases, and brand communication. Yet, one truth remains. Your brand position on the result page affects the influx of traffic your site receives. What’s important is where your website ranks
Google recently announced its continuous scroll, a new feature added to its Mobile SERP.
We will tell you about the new feature? How does it work? And finally, its potential impact on brands. Let’s discuss the basics of the SERP feature.
What is a SERP?
SERP stands for Search Engine Results Page. It includes results displayed by search engines (Bing, Google) when entering a search item or query. After clicking on search, Google rolls out a list of search results based on algorithms. Google ranks results on keyword rating and content display. It allows Google to show you what’s best related to your search.
What is SERP made of?
A SERP combines both “inorganic” and organic features. A SERP feature is a non-organic result on the webpage. Let’s focus on the bits and pieces, making the Google continuous Scroll SERP feature whole.
Paid search results
Most times, the top results on SERP include paid ads. Search engines make money through paid ads. Companies/businesses pay to be at the top of search results to drive more traffic to their page.
Paid search results appear under the query bar. Google differentiates paid results with a faint Ad designation preceding the URL. There are structured guidelines used in displaying paid search results. They include bid amount, page quality, ad quality, and relevance to the search.
Image packs
Search engines show relevant visual information to the internet user. It displays in rows and click-through. If your image appears on multiple sites, you’ll have a better chance of ranking in the SERP image pack.
Featured snippets
It is a separate box that appears on top of the SERP results. It provides answers to the users’ queries in a brief description. Featured snippets can make your website pull the needed traffic on the results page. It aids your visibility; however, your site must already be on the first page to earn a snippet.
Pay-per-click Ads
A pay-per-click ad usually appears on the front page with the images of your products. When you type in your request on the search bar, ads appear at the bottom of the results page. Clicking some links takes you to a landing page, where you accept an offer.
Organic search results
These are unpaid search results relevant to the user’s queries. It relies on keywords, backlinks, and domain authority. They are well-written articles and longer pieces of content.
Rich snippet
A rich snippet is an organic search result with added data and information displayed.
From HTML pages, we get the extra data. These include reviews, receipts, and events.
Rich snippets are usually more colorful and eye-catching.
Blended search
Otherwise known as universal search, it is a combination of most features mentioned above.
Integrating rich snippets, videos, and images give users’ information. Universal search eliminates long-tail queries and minimizes time in searching for results on google continuous scroll.
Importance of SERP for small business owners
Here are the benefits of being at the top of Google’s Search engine result page.
Your business gets more traffic:
Staying on top of Google’s SERP is the tip of the iceberg. You also have to maintain the top position, which isn’t easy. According to searchengineweb.com, websites on the first page pull 36.4% of the traffic, which lower-ranking pages miss out.
This means, if your website ranks on the first page, it increases leads and traffic. And more traffic can boost your competitive advantage.
Improves your business authenticity
To attract potential customers, your brand must create that sense of trust and authenticity. Studies observe users regarding the first few results as more authentic. It is a psychological reaction you can use to your advantage and the google continuous scroll.
Creates a better impression
The internet is a giant marketplace to connect with thousands of potential customers. It also means a competitive market for your business. As a small business owner, it isn’t easy to rank on top. But getting to the top means that competitors and clients will treat you with respect.
Scale your business opportunity
If you can get to the top of Google’s first result page, it is a beacon of opportunity for your business. Experts have proven that if your business ranks on top, it may become ten times better than competitors.
Thus, it fosters collaboration within your business industry. You can partner and generate leads to yield maximum profit.
Google’s endless scrolling
Google has announced its endless scrolling feature, what it refers to as ‘continuous scrolling.’
What does this imply?
So far, Google intends to auto-load the following pages of results on the same page. This means users won’t click on a link leading to the next page.
Google confirmed that while most people discover their results on the first page, those doing extensive research may want to browse through the four pages.
Is it available for users?
Google has tested this feature through the years. Unconfirmed sources identified tests as early as 2010. After that, they progressed to run tests in the year 2015 and 2019, respectively. Google also tested it earlier this year but announced its launch on the 15th of October 2021for most English searches on mobile in the US. Because it is an initial release, it has glitches, and you may encounter some results with google continuous scroll and others that do not.
Benefits of Google’s Continuous Scroll
Okay, since the announcement of Google continuous scrolling, you may have many questions on your mind. How does this affect organic search, pay-per-click ads, and all other SERP features? How will it affect searches and rankings? Let’s examine the in-depth benefits of Google’s continuous scrolling:
Your business becomes number one
Google’s continuous scroll ensures you and others earn that number one spot. If you didn’t rank on the first page, you hope users click on page 2 to see your website. With infinite scroll, users may be eager to reveal fresh sets of listings on the same page.
Hence, ranks 11, 21, and 31 (which appear at the top of the following pages) will become important. It doesn’t just apply to those rankings. As far as your business falls in the first few listings in each new set, it may increase your traffic.
Enhancing paid search AD extensions
Ad extensions will become well-received with this feature. If a user views additional sets of paid search listings while scrolling through the SERP, then your Ads can rank at the top. Ad extensions help your business with exposure. It also gives your Ads added visuals, originality, and extended click-through.
Encourages distinctiveness through universal search
With infinite scroll, the universal search becomes bigger. Unlike before, users can view triple of their search listings per session. This develops from the present ten (10) listings per session. Since universal search blends other SERP features (video, image, news, and product thumbnail), your business stands out. Implementing infinite scroll with a content strategy and universal search helps your business with a greater chance of expanding its opportunity.
Multiple top paid search rankings
Similar to organic search, multiple paid search ads will reach the top spots. Google provides additional paid search ads when users click on the next page. Likewise, studies have shown that people don’t get on that far. We believe users will be more eager to load more search listings. Hence, Ad words inventory may increase, which will boost paid searches. If your ads didn’t make it to the top of the list on page one—with page two (which infinite rolls out on the same page), your Ads rank on top. It helps advertisers with exposure. In addition, it may increase the time for ads, which leads to more impressions, clicks, and sales.
How to Optimize your spot on SERP
If you’ve gotten to this part of the post, you know what SERP is and have a fair understanding of the advantages Google’s infinite scroll offers. How do you ensure you stand out and stay on top? Let’s look at ways that can help your website rank on the top with continuous scroll.
Submit website to as many search engines as possible
Submitting your website improves your website’s index. Search engines organize your data through indexing. Although search engines locate your website without submission, it is better for fast indexing. You can also check out Google’s mobile-first index. It displays your sitemap URL to search engines and showcases your most desired content. This is needed when your homepage doesn’t link to the important areas of your website.
Develop useful keyword content
Search engines rely on keyword ranking and useful information. Thus, each page on your website should have specific keywords. Optimizing different keywords on your website means you listen to each buyer’s personas to provide the right products or services they need.
Implement paid ADS
One of the fastest ways to reach the top of SERP is through paid ads. Google displays your advertisements based on quality, relevancy to the user, and bid price.
Set specific location on Google Continuous Scroll
Targeting local-based queries is a non-expensive way to rank on top-listings. Ensure you specify geographical areas through your contact page or blog posts. Therefore, when users search for your industry and location, search engines will use that information to display your business.
When you include your location, it reduces the competition based on the keyword to businesses in those areas. It increases your chance that you will appear on the top lists.
Create a Google business profile
Google My Business is one of the most creative tools to enhance your business profile. Google search and Google maps get data from Google my business to generate local listings.
These listings give customers insight into your hours of operation, phone number, and direction. It helps customers know more about you, your reviews, and ratings.
Without a doubt, the benefits of Google’s infinite scroll will increase with more updates. We hope you understand the potential impacts infinite scroll has on searches and your business. With this feature, Google can increase the usability and profitability of your business. We believe, if you follow the steps above and optimize your site, you will rank at the top with infinite scroll.
