How can businesses improve their organic traffic in the era of continuous scroll?

Google’s continuous scroll feature was first introduced on mobile in 2021 and then expanded to desktop in 2022. This change has significantly impacted organic traffic, particularly for businesses that rank lower in the search results.

What is a continuous scroll?

Continuous scroll is a feature that allows users to scroll through search results indefinitely without having to click on a “next page” button. This makes it easier for users to find the information they are looking for, but it also means that businesses need to work harder to rank higher in the search results to be seen.


How has continuous scroll impacted organic traffic?

One of the biggest impacts of continuous scroll is that it has made it more difficult for businesses to rank in the top 10 search results. This is because users are now scrolling through the first few pages of results before giving up, meaning businesses that rank lower are now more likely to be seen.

Another impact of continuous scroll is that it has increased the importance of click-through rate (CTR). Businesses with a high CTR are more likely to be ranked higher in the search results because Google sees a high CTR as a signal that the business provides relevant and valuable content.

SEO expert Richard Wassell says: “Google’s continuous scroll feature has made it much harder for businesses to rank high in search results. In the past, businesses could get traffic by ranking in the top few positions, but now, users are more likely to scroll through multiple pages of results to find what they’re looking for. It’s more important than ever for businesses to focus on creating high-quality content, building backlinks, optimising technical SEO, and tracking their website’s performance to improve their organic traffic and visibility in search results.”

Tips for business owners and marketing professionals

If you are a business owner or marketing professional, there are a few things you can do to improve your organic traffic in the era of continuous scroll:

  • Focus on creating high-quality content. This is the most important thing you can do to improve your organic traffic. Google wants to provide its users with the most relevant and useful content possible. So, businesses that create high-quality content are more likely to rank higher in the search results.

  • Invest in SEO. SEO is the practice of optimising your website and content for search engines. A good SEO strategy can help you improve your ranking in the search results and attract more organic traffic.
  • Use social media. Social media can be a great way to promote your content and reach a wider audience. When you share your content on social media, be sure to include relevant keywords and hashtags.
  • Track your results. It is essential to track your organic traffic over time to see what works and what does not. You can use Google Analytics to track your organic traffic data.

Following the tips above, you can improve your organic traffic and reach a wider audience.

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