Google’s Infinite Scroll is Likely Here to Stay on Desktop
In October 2021, Google reconfigured its organic search results for U.S.-based mobile into an infinite scroll. Since then, Google has been periodically testing the infinite scroll on U.S.-based desktops, but in the last several weeks, Backbone’s SEO team has observed that the e-commerce- and shopping-focused results pages are predominantly serving up an infinite scroll experience.
What can be done?
Brands will need to improve their image visibility in Google. At Backbone, our SEO team will audit our clients’ websites for preview or indexing issues as well as image relevance, image quality, alt text and number of images on a page. Some research has shown that utilizing structured data/schema may also help.
On the paid side, we have already been moving quickly to ensure we are aligning with all the changes within the SERP. We migrated Shopping campaigns to Performance Max, which is a campaign type that shows across all Google ad types and includes assets for images, videos, ad copy and product feed to create a more visual and immersive consumer journey. We have also been adding Image Extensions to Search campaigns to provide Google with visuals as they are making these recommendations and pushing for those changes.