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Google Confirms Tests with Infinite Scrolling

18 August 2011 BY

Oh don’t we all love the fact that Google’s testing efforts have become much more visible to all of us? I was talking to co-blogger Jeroen van Eck about it yesterday, is Google doing a lot more testing, are the tests more visible than before or do we just report on them a lot more? Probably it is a combination. Now Google also starts to confirm tests, like in this case the tests with the infinite scrolling.

We have seen them before: tests with infinite scrolling Google results. No more pagination, no more being on page two, three or even 99 or more. All of us on one page: scrolling down will load the next ten links and so forth.

In the latest test the pagination is replaced with a link called “show more results”. Clicking that link will load the next set of results. It is in this case still triggered by clicking a link, but word is there are tests which show you don’t need even need to click a link, more results will just show when you scroll down.

Barry Schwartz at Searchengineland and Seroundtable says a Google spokesperson confirmed this test saying, “Google is constantly experimenting with new features.”

Take a look at an example here, made by Waebo, what do you think? Like it or not?


Bas van den Beld is a speaker, trainer and online marketing strategist. Bas is the founder of -- You can hire Bas to speak, train or consult.
  • Aatif Basheer

    It will definitely have an impact on the user behaviour and hence on SEO and PPC. Sometime ago Google released a pie chart equating how traffic is shared between top 10 places with rank 1 accounting for approx 43% and rank 10 gaining only 3% . I think this will change and traffic will be scattered further down the page

  • Carlos Pacheco

    Interesting that Google is trying this, first thing that came to mind is how much lost PPC ad impressions & revenue this would cut from them.

  • Roald

    Looks pretty neat to me! But… I can image this works when you want to go from ‘page’ 1 to ‘page’ 2, but what happens if you want to go back from ‘page’ 9 to ‘page’ 3. You’ll have to scroll a lot, you don’t know where you are in the list of results etc.

  • Nuttakorn

    I think it quite difficulty to use when you conduct a lot of research and multi-tasking with other websites, once you scroll a lot, you will not remember where are you scroll and stop. Many users will not like this feature.

  • Pingback: Infinite scrolling: What the big sites teach us about using it « Kira's Blog: Digital Strategy for Nonprofits

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