Google is rolling out a big update to mobile search today: continuous scrolling.
Now, instead of making you tap to load the next page after your usual 10 links of search results, Google will just load the next page.
The company hopes that continuous scrolling will get people to look at more search results and that a longer supply of results is better for more open-ended search questions. The blog post notes that “most people who want additional information tend to browse up to four pages of search results.” If you search on your phone, you’ll find that continuous scrolling lasts for exactly four pages before the familiar “show more” link pops up. When Google automatically loads the next page, it also sticks an ad before the next page of search results.
Google said that “this new Search experience is starting to gradually roll out today for most English searches on mobile in the US.” It seems to work on the Google Search app and the website.
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