On June 25, 2024, Google officially said goodbye to continuous scrolling and brought back the classic pagination bar for desktop search results. Have you noticed yet?
Well, there’s more.
According to a Google spokesperson in statements to Search Engine Land, continuous scrolling will also be replaced on mobile by a “More results” button. Now you know—so don’t be surprised when it happens.
Google claims this change is meant to improve the user experience. However, some argue that it’s a strategic move to increase the visibility of its paid ads. Regardless of the true motivation, one thing is clear: the return of pagination will reshape the way search results (SERPs) are displayed.
This is not something you can take lightly. If you run an online business or work in marketing, you’ll need to sharpen your SEO skills to fight for a top spot in the results if you want to stay visible. And let’s be honest—who doesn’t want that?
In this new landscape, being informed is your best weapon. So keep reading to learn all the details about the end of continuous scrolling and the return of pagination in Google. Don’t let it catch you off guard.
A Brief History of Google Pagination and Continuous Scrolling
Up until October 2021, a Google search would display around 10 results per page, followed by the classic pagination bar we all remember.
For those unfamiliar, this is the row of numbered links (1 through 10 or more) with «Previous» and «Next» arrows that allow you to navigate through the pages.
After that, Google rolled out continuous scrolling on mobile, later expanding it to desktop in December 2022. Inspired by social media feeds, infinite scroll lets users explore endlessly in a kind of constant discovery mode. For many, it felt like aimless browsing—like opening the fridge hoping something new appears.
Source: https://searchengineland.com/google-dropping-continuous-scroll-in-search-results-443529
At the time, Google said the shift was to reduce the annoyance of having to click “next page” a million times.
With continuous scrolling, up to four pages of results were loaded automatically before users were prompted to click for more. This change was initially welcomed by site owners and marketers, as it offered more chances for lower-ranked sites to be seen.
But a year and a half later—on June 25, 2024—Google decided to reverse course. Lately, that’s become something of a trend. Remember Google Wave, Google Glass, or Google Reader? All were discontinued after short runs. Or how the “View image” button was removed, prompting extensions to restore it.
In short, not everything Google launches is built to last—and continuous scroll is no exception.
Google Announces the End of Continuous Scroll in 2024
Google’s decision was made public via a statement to Search Engine Land. The company explained that as of June 25, 2024, continuous scrolling would be removed from desktop search and replaced with the classic pagination bar.
They also noted that on mobile devices, it would soon be replaced with a “More results” button at the bottom of the search results page.
And yes, that promise has been fulfilled.
Right now, if you search something on Google, you’ll see 10 results followed by the classic “Goooooogle” pagination, with page numbers and arrows depending on the number of result pages.
If you haven’t noticed yet, go check it out after reading this article—because the best part is still to come: why this change happened and how it could impact websites like yours.
Why Google Made the Change — and the Controversy Around It
Google says the return of pagination is meant to optimize how results are delivered, focusing on showing the best content first, rather than loading endlessly.
However, not everyone buys the good intentions. For example, Brett Tabke, founder of the Pubcon marketing conference (and the man who coined “SERPs”), believes the real motivation is increasing the visibility of ads and Google-owned properties—rather than improving user experience or load times.
According to Tabke, the change will likely lead to more clicks on ads and Google content, pushing organic results to page two—or even to a different section altogether. He sees this as part of a broader move to turn Google Search into a portal-like experience dominated by its own content and monetization. (Source: Search Engine Journal)
And he’s not alone. Many users on social media have voiced doubts about Google’s motives.
Paranoia or extreme skepticism?
Maybe. But search marketers have long speculated that Google intentionally complicates SEO to drive more ad revenue. That theory gained traction when the U.S. Department of Justice released emails from Google Ads, Search, and Chrome executives discussing ways to increase ad income.
So yes, some of those suspicions might be justified.
Regardless of the motivation, the pagination bar is here to stay—and it’s up to us to adapt.
Time for our thoughts on the issue.
Our Take at Lyarte on the End of Infinite Scroll
At Lyarte, as a digital marketing agency, we stand by one clear truth about SEO: having a sustainable, long-term strategy is more important than ever.
As for the debates on whether Google is pushing its own ad network to dominate page one—honestly, that’s nothing new. You’d have to be blind not to see that it’s been happening from day one.
Our final thought: Google’s goal has always been to shape the search experience so that users find what they want—maybe not always perfectly, but usually. That’s why we believe this change might actually be for the better.
Every day, millions of low-quality AI-generated pages are published, offering no real value. So we agree with Google’s decision to prioritize showing only the best content.
You might be wondering: Doesn’t this put marketing agencies like ours in a tough spot?
Our answer: Only the best fight for the top 10. So no—we’re not worried.
How Pagination Impacts Website Rankings
Before October 2021, landing on Google’s first page was like scoring a prime billboard spot on Main Street—because few users ever went beyond it.
After the rollout of continuous scrolling, lower-ranked websites got more visibility, as users were more likely to keep scrolling than to click “Next.”
Now that pagination is back, traffic is expected to shift once again. Top-ranked results will regain their dominant position, and clicks will concentrate on the first page.
This makes it essential to rethink SEO strategies—whether you’re trying to maintain your spot or climb higher in the rankings.
Final Thoughts
The end of continuous scroll and the return of pagination in the world’s biggest search engine marks a major shift in how users interact with search results. Whether Google’s motives are noble or not, this change is real—and we have to adapt.
Top-ranking spots will now be even more valuable, so adjusting and strengthening your SEO strategy is more crucial than ever.
In a world where the fight for visibility is fierce, websites must focus on delivering high-quality content, building authoritative links, enhancing user experience, and ensuring technical optimization. Those who adapt will thrive—those who don’t will find themselves a few clicks too far from their audience, watching their traffic and conversions disappear.
