Continuous scroll on desktop

What changed

Following the 2021 mobile launch, Google extended continuous scroll to desktop search in the United States, loading up to about six pages of results before offering a "more results" button. Publishers reported that impressions rose for deeper positions while click-through rates fell. The feature was withdrawn in 2024.

Timing

Rollout began 5 December 2022. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.

What it affected