Google announced today it’s changing the way search works on mobile devices, initially in the U.S. Now, when you reach the bottom of a set of search results on your phone, you won’t have to tap to go to the next page. Instead, the next set of results will automatically load so you can continuously scroll down to see more information.
The change will roll out on the mobile web and will be supported on the Google mobile app for both iOS and Android in the U.S. for most English-language searches for the time being. Because it’s a staggered release, you may initially encounter some results which scroll and others that do not.
While most people find what they’re looking for in the first few results, says Google, those who are looking for additional information tend to browse through four pages of search results. That’s why the company is making the change, we’re told. Now, those users will be able to more seamlessly move between pages without having to click the “see more” button at the bottom of the page.
Google notes this could be helpful in particular for searches where people are looking for a variety of ideas or inspiration on a given topic, instead of just quick answers.
However, there are other benefits of this design, as well, which Google did not reference.
For starters, the continuous scroll doesn’t force you to stop at some arbitrary point in your search then tap a link to move forward — a holdover from the desktop era of web search. That “click for more” type of design feels outdated in a world where in-app feeds — like Facebook’s News Feed for instance — present a never-ending stream of information and updates. And by continuing to scroll, Google’s users may end up spending more time in the app where they’ll also see more ads.
The continuous scroll could also give Google more flexibility in terms of ad placement. Instead of limiting ads to the top of a results page, they could be inserted amid the search results as you move down — more like how ads on social networking feeds appear.
While Google didn’t publicly detail its plans for ads with this change, the company told us upon follow-up it will redistribute the number of text ads that appear between the top and bottom of pages for U.S.-English mobile queries. Now, text ads will show at the top of the second page and beyond, while fewer text ads will show at the bottom of each page. But, there is no change to how Shopping and Local ads show at this time, we understand.
In addition, as Google Search has become cluttered with info boxes, search suggestions, products to buy and buttons that take you to other search verticals, like Videos, it’s become more difficult to tap the correct button to move forward in the search results. This is particularly true because Google will shade other buttons darker in hopes of catching your eye and encouraging a click to another destination.
The change to search follows a modern redesign of the results page on mobile announced earlier this year, which focused on making search results easier to read through the use of added whitespace in some areas and color in others; a larger, bolder font (Google’s own, in fact); and a move away from rounded, shaded boxes in favor of straight lines; among other things.
However, that change was more about how the search results looked, not how they functioned.
Google says the new continuous scroll will begin to roll out today in the U.S.