What will change for Content Marketing strategies?

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According to John Mueller , a webmaster trends analyst at Google, even if the user sees an infinite scroll, the SERP will still show groups of ten results.

When a user taps the screen to see more results, ten more results will be loaded. So in terms of SEO , the number of impressions will be higher because in current Google search some people just stay on the first page results.

But, in the scrolling experience, other pages will be seen and that will increase impressions in Google Search Console.

On the other hand, Mueller says, the click- france phone number list through rate will likely remain the same. It makes no sense for Google to make it easier for users to access page two of the SERP considering that the best results for the topics people search for appear on the first page.

How will ads change?
As you can see, the process will change for SEO and the same goes for ads , specifically those displayed at the top and bottom of the page.

With this scrolling update, text ads will be redistributed between the top and bottom of pages, as the bottom will have fewer views. In addition, other changes will be implemented in the future, such as multiple screens for each query.

For now, local business and shopping ads will remain the same.

As Google creates updates and makes changes, brands and businesses have to adapt. For more information on SEO, check out this Best Practices Guide .