If you have conducted a Google search on your mobile phone over the last week or so, you may have noticed that the way the results are displayed has changed slightly.
This is because Google has now introduced what is known as “infinite scrolling” to its mobile results pages.
If you do a search on your phone and scroll to the bottom of the page, where you used to see page numbers, you will now find a “more results” button. Clicking on this button will prompt more results to load on the same page, allowing you to continue to scroll down.
This, however, may not be a permanent change, as Google has confirmed that the presence of infinite scrolling is just a “test” at the moment. It is fair to say that the search engine giant seems to fairly keen on the idea so far, though, as it has been rolled out to the Google app and various mobile browsers.
Of course, we can only assume that the infinite scroll will be a temporary feature until Google confirms otherwise, and the fact that they seem to have introduced it to a large number of mobile platforms may be to obtain more accurate user feedback.
If the change does become a permanent one, Google could very well redefine what it means to rank on page one! We’ll be keeping our eyes peeled to see if this test does indeed become the new norm for search engine results pages on mobile devices.