Search Engine Result Pages (SERP)
Like everything on the Internet, organic search is also evolving. Until now, the Google search interface was simple and easy to comprehend but then Google Ads were featured followed by many other features like a knowledge panel, a carousal comprising images and videos, search suggestions at the bottom, etc.
But the ten blue links remained as good as ever. With the top links harnessing a major click-through rate (CTR), each competitor vied for the top spot. The number one organic listing got nearly 20% to 40% CTR. The rest was shared by those down below.
Continuous Scroll Down Feature
But the way the search results are being displayed is changing with the introduction of the scroll-down feature. Google with a 97 % search market share has recently introduced a continuous scroll-down feature. The scroll down accords Google greater space to accommodate more SERP features and also allows the visitors to explore the website listing in a much better manner. This will greatly enhance the CTR of sites in the easy-to-scroll-down list as people are habitual of the scroll. As many as six pages of results will be scrolled down in one search. This may also overcome the dominance of the first three results on the SERP.
The new feature has been introduced in the USA at present but will soon proliferate the whole Internet globally as far as organic search is concerned. With restrictions posed by the fixed page of ten links concept, this was bound to happen. The continuous scroll-down feature enables those domains listed lower down in the ranks a greater chance of being exposed to the visitor and hence the page 1 ranking’s importance is reduced. The visitors can scroll down to 60 options before they are asked to click on “more” for another sixty options. The paged approach has come to an end.
