Google has been recently testing out infinite scroll search results pages in mobile search. Some searches have been showing “see more results” at the bottom of search results rather than the usual “next” button.
When clicking on “see more results”, instead of taking users to a new page, the page will load results right on the page that the user is currently viewing.
How does this affect me?
The infinite scroll could well lead to more visibility and clicks for search results showing on pages after page 1.
Google’s infinite scroll search results is only in the testing phase at this moment, however, could it be the end of pagination for mobile (and maybe desktop) SERPs?