Google has introduced infinite scrolling to mobile search results pages. Previously, users would see page numbers at the bottom of SERPs, but now a “more results” button has replaced them. Tapping this button allows more search results to load within the same page.
Google has confirmed that this is just a “test.” However, it is not one of those tests that appear infrequently. The “more results” button was present for every search conducted today in the Google app and on various mobile browsers.
According to a Twitter update from Danny Sullivan: “We’ve been testing that and trying it with more people now.”
This feature may be considered a “test” because, while widely available, Google might make a decision on whether to keep it based on user feedback. Until Google confirms it’s permanent, we can only assume it’s temporary.
It’s uncertain if Google has changed the standard for ranking on page one. We’ll have to wait and see if this test becomes the new norm.
