Impact of Continuous Scrolling in SEO

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Impact of Continuous Scrolling in 
SEO
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Search engine optimization (SEO) is almost
synonymous with digital marketing; 
it’s 
the
primary strategy used for the majority of online
advertising. SEO may seem like a relatively new
concept, but it’s as old as the Internet itself.
In the early days of the Internet, search engines
and search engine optimization were developed to
organize what was then an overwhelming pool of
information. Back then, the rules and algorithms
that dictate how search engine optimization works
were non-existent, allowing web developers to
bombard their websites with keywords to land a
high ranking score.
The arrival of Yahoo and Google changed the
game for search engine optimization. By the early
2000s, Google enabled the regulation of search
results to organize data and prevent websites
from bombarding keywords. Because of this,
Google was able to create a neutral ground for
brands and businesses – starting the wide usage
of search engines for digital marketing.
Search around the Web regarding the history of
search engine optimization, and you will find long
detailed articles on how it started, where it
started, and why it started. However, the bottom
line is this: search engine ranking. Because of the
need of brands and businesses — or even artists
— to put their names out on the Internet,
developers have created a playing field that will
cater to digital marketing.
The passing years have slowly changed the
game, and the Internet developed into how we
know it today. Throughout the years, search
engines have created and changed algorithms
and rules that are beneficial to the exposure and
promotion of brands and businesses. They aim
to level the playing field for brands and
businesses 
to get an equal chance 
for
promotions.
Here, keywords and other web elements such as
layout and external links gain more relevance. In
this new decade, search engine optimization
rules and algorithms have changed once again.
The Rise of Social Media and Infinite Scrolling
By the turn of the decade, social media became
the widespread norm. People go to the Internet
to access social media websites for news and to
catch up with other people. The popularity of
social media has increased mainly due to the
development of smartphones, ushering in a new
trend: infinite scrolling. Digital marketing and e-
commerce have significantly changed, adapting
to the layout of smartphones and creating a
mobile-friendly interface.
Social media app development considered
smartphone formats, which led to the invention of
infinite scrolling, also known as continuous
scrolling, which maximizes a user’s attention span
and encourages online activity.
Continuous scrolling eliminates the “next” button
and automatically adds the contents of the next
page without the loading time. Simply put,
continuous scrolling allows users to scroll through
the contents of the app endlessly.
The infinite scroll feature is an excellent addition
to search engines because it provides users easy
access to information that is not usually found on
the first page of the search query alone. Most
apps update their interface to include infinite
scrolling; the more time a user spends on an app
or website, the bigger site activity it causes. This
latest development has done wonders for social
media apps 
like Pinterest, 
Instagram, and
Facebook, changing the game again for digital
marketing.
Brands and businesses followed suit once they
got the hang of social media marketing. They
maximize this new technology to increase app
engagement and, eventually, sales. As brands
tend to compete towards the top spot at Google,
the search engine giant remains to provide a
neutral ground.
Last October, Google finally introduced continuous
scrolling for smartphones. According to the tech
giant’s press release, based on their experience,
people tend to focus on the first page of the
search results only. However, there are instances
when people 
tend to 
look thoroughly 
for
information and scan numbers of pages to find
the necessary answers to their queries.
Google aims to make the search engine more
seamless with 
continuous 
scrolling. 
It
automatically loads each pagination of the
search result, making it easy for people to
find websites and information they need. This
feature is relatively new to Google, but digital
marketers – especially those who rely greatly
on search engine optimization – are a bit
wary.
Will Continuous Scroll Hurt SEO?
Here’s what search engine optimization does for
your brand or business: it provides organic
rankings in search engine result pages. By using
the right keywords, a brand or a business can
land on the first page of search engine websites
like Google – and that is good for business. The
higher a website lands on search engines, the
more website traffic it can produce.
In the advent of continuous scrolling, most digital
advertisers are worried that it will affect the
algorithms 
for SEO strategy. Although SEO
strategies are a series of trial and error, brands
and businesses are not interested in taking
chances. Tech experts explain that the infinite
scroll feature will “blur the lines” between the first
page of the search engine and the second page,
changing how pages are ranked.
Even though the addition of the continuous scroll
feature in Google seems to be an insignificant
change, for now, SEO experts are mindful of the
subtle changes. After all, digital marketing is
fickle, and one can never know when the next
trendy strategy will blow up.
Some SEO experts argue that changes will
gradually arise as Google further develops
continuous scrolling. Here are the elements that
might be affected by infinite scrolling:
Click-Through Rate – The click-through rate is
the gauge used for measuring how effective
the keywords you used in your content are. In
the advent of continuous scrolling, experts
argue that the first page will no longer be the
priority. If you want your website to land on the
first page, using the right keywords 
is
necessary to increase the CTR.
Task-Oriented Activities – People who visit
websites for specific content — for instance, in
e-commerce sites — will find the infinite scroll
feature stressful. Unlike the old-fashioned
scrolling method, websites that adhere to
continuous scrolling do not organize content
accordingly because of their linear layout.
Web developers should take the layout and
the content offered before adding 
the
continuous scroll.
Page Length – Online readers often rely on a
website’s scroll bar to determine whether or
not the content they are looking at is almost at
its end. With scrolling that is continuous, the
website will no longer give an accurate page
length; this is a disadvantage to researchers
with limited time and those who are only
skimming content.
How To Ensure Your Website Will Rank on Google
As mentioned, search engine optimization deals
with search engine rankings. With the addition of
the infinite scroll feature, website ranking has
become more challenging. Despite changes in
search engine algorithms, you must never forget
about 
the basics. Optimize your website
pagination by making it mobile-friendly with an
interface that works well in smartphone format. If
you want your business to be on the first page of
Google and gain maximum website traffic, here
are some tips to optimize your content you should
never forget:
1. Improve On-Page SEO
Although it is still quite unclear how continuously
scrolling pages can affect search engine
optimization long-term, the surest way to rank
your website on Google is to ensure that you have
competitive 
strategies 
for 
search 
engine
optimization. If you are running a team, you must
ensure that your digital marketing personnel and
web developers are equipped with the latest
search engine optimization trends and changes.
Success in search engine optimization does not
come overnight; it is a series of trial and error.
2. Add Latent Semantic Indexing (LSI) Keywords
In simpler words, latent semantic indexing or LSI is
a program that identifies synonyms and the
relationships between contexts inside content. LSI
helps find words related to your primary keyword
to help for search engine optimization. A word of
caution: although LSI keywords can be mostly
made up of the primary keyword’s synonyms, it
will not always work for other words.
3. Monitor Technical SEO
Since Google and other search engines are
always adding developments and changing the
platform to create an equal playing field for
content creators, it is essential to ensure your
website can compete with other brands in terms
of search engine optimization. The constant
monitoring 
of 
technical 
search 
engine
optimization will ensure your website is up-to-
date and running smoothly, according to each
search engine’s algorithm.
4. Publish Good Quality Content
This is the most basic rule for ranking your website
in search engines. People will flock to interesting
and well-written content. While using the correct
keywords and other technical search engine
optimization can help bring traffic to your site, it will
always come down to how good your content is.
Always prepare engaging content for your website
visitors. Find out which of your previously posted
content garnered significant website traffic and use
it as an example. Take note of its topic and the tone
used in that post. Holiday content can also bring in
traffic; note important holidays and special events
to give you time to create specific content for the
occasion.
Ranking in search engines like Google takes
careful strategy and planning. With the arrival of
continuous scrolling, it is best to identify the type
of content you offer— e-commerce, blogs, etc. —
to give you ideas on how to organize your
website’s layout and make it mobile-friendly if
continuously scrolling is not an option.
5. Use Internal Linking
Simply put: internal linking is putting links of your
earlier content on another content for the reader’s
consideration. This can help search engine
optimization. Search engines will use these links
to find specific content on your website. This is
also how Google ranks websites — the more
internal links, the more the search engine will
consider a blog or article as high-value content.
The Role of Web Developers
While more and more people are becoming
dependent on smartphones, most recent tech
advancements 
are 
mobile-friendly. 
Web
developers and people in digital marketing need
to consider and monitor each change that search
engines create in their algorithms to ensure the
ranking of your website.
Web development is a crucial part of search
engine optimization and digital marketing. Plan
your strategy with a good content calendar and
make the necessary tweaks to ensure your
website adheres to new algorithms.
Starting a digital marketing campaign can be a
bit overwhelming. Fortunately, most website
hosting services offer digital media services to
boost your content and ensure search engine
ranking. 
Another 
good 
option 
is 
hiring
professionals with expertise in digital marketing
and search engine optimization.
If you’re trying to optimize your business website
but do not have the patience or time to learn
about SEO, Advance Digital Media Services can
help you.
Advance Digital Media Services provides web
development, content planning, and SEO strategy
for your business. From web development to
search engine optimization services, our team of
experts builds top-notch and reliable websites
that will help you stay on top, no matter what.
Call us now, and let’s talk about content creation,
web development, and page optimization for your
website to attract customers.
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