Official statement
With infinite scrolling tested on Google, results are loaded in groups of 10. Each loaded group generates impressions, as if the user were clicking on the next page. This increases impressions for pages 2-4, but not necessarily clicks, leading to a reduction in apparent CTR.
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Official statement from
(4 years ago)
⚠ A more recent statement exists on this topic
Is infinite scroll killing your e-commerce indexation on Google?
View statement →
TL;DR
With *infinite scrolling*, every group of 10 loaded results generates *impressions*, but not necessarily *clicks*, affecting the CTR. This new dynamic compels SEOs to rethink the significance of *top rankings*.
❓ Frequently Asked Questions
Ce scroll infini affecte-t-il toutes les recherches ?
Pas forcément, Google expérimente et cela peut varier selon les utilisateurs et leurs recherches.
Les impressions en augmentation garantissent-elles plus de trafic ?
Non, une hausse des impressions ne conduit pas automatiquement à une augmentation du trafic.
Cela va-t-il devenir la norme pour toujours ?
Seul Google peut répondre, mais pour le moment, cela reste un test à surveiller.
🎥 From the same video 23
Other SEO insights extracted from this same Google Search Central video · published on 23/10/2021
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