How Google ending continuous scroll could impact ORM

2024-08-16 22:00:06

Google’s continuous scroll feature allowed users to seamlessly glide through search results without the cumbersome need to click “Next.”

Akin to adding more real estate to a Monopoly board, this function served as a potential game-changer for digital marketers and SEO professionals.

However, Google’s continuous scroll presented new challenges for online reputation management (ORM) firms.

Instead of focusing on positively influencing 10 links on the first page of Google search results for individuals and companies, they now had to continuously manage negative content across an extended array of results.

Despite this shift, Google recently decided to roll back continuous scroll and reintroduce pagination.

This decision suggests that despite offering more options, searcher behavior and clicks did not evolve to mimic the “doom scrolling” patterns seen on social media platforms.

So, what impact will this decision have on those striving to manage their online brands?

Historical context and user behavior insights

Google Search is phasing out its continuous scroll feature, which loaded more results as users scrolled past the first page.

Instead, the classic pagination bar will return to the footer of search results. This change will start with desktop searches and be followed by mobile searches one month later.

Continuous scroll was introduced on desktop in December 2022 and on mobile in October 2021, meaning its desktop lifespan lasted approximately a year and a half.

A Google spokesperson explained that the decision to revert to pagination aims to make the process of scrolling through search results faster and more efficient for users.

Continuous scroll did not significantly enhance user satisfaction, as it automatically loaded results that users did not explicitly request. Therefore, users will now see a “Next” button on desktop and a “More results” button on mobile at the bottom of their search pages.

The importance of Page 1 prime real estate

In the online reputation management industry, the first page of search results has always been crucial. With the return of pagination, its significance is reaffirmed.

Historically, the first page, limited to about 10 links, has been the ultimate showcase of relevance and authority.

From an ORM perspective, the strategy was straightforward: suppress negative content and promote positive content. (This is similar to working with a PR firm, which will proactively manage your brand across media channels.)

Realistically, how often do you venture beyond the first page of Google search results?

Most users don’t even go past the top three organic results due to the proliferation of ads and other SERP features (e.g., featured snippets, local packs).

This behavior has significant implications for online reputation management.

If your most positive content is relegated to positions beyond the 10th link, it essentially becomes invisible.

The #1 result in Google’s organic search results has an average click-through rate (CTR) of 31.7%, according to a study by Backlinko. As the ranking position drops, so does the CTR, with the #10 spot only capturing about 2.5% of clicks.

Furthermore, 75% of users never scroll past the first page of search results, according to HubSpot research. That means content on Page 2 is likely to be overlooked, making it harder to present a well-rounded narrative to potential customers.

According to a 2023 Search Engine Land article, How Google continuous scroll has impacted organic traffic:

  • “99% of clicks in our data before and after this change went to positions 1-3.”
  • 97% of impressions went “to the top 3 positions for branded terms” on desktop.

If this data is accurate, should individuals and brands care about a negative news article that ranks in position #7? It’s still on Page 1, but it’s also allegedly outside the primary click zone.

Does it matter?

Also, according to the data:

  • On mobile, only “40% of impressions go to the top 3 positions.”
  • “The next largest cohort was in the 7-10 positions with 35%.”

This means all of the top 10 positions on the first page of search results can be impactful for brands and individuals.

Higher stakes in crisis management

During a reputational crisis, mitigating negative content can quickly become an uphill battle. And with such limited prime real estate on the first page of search results, it’s more crucial than ever to ensure that positive or neutral content ranks highly.

The constrained space makes it harder to bury negative links, potentially prolonging the damage to your reputation.

For instance, a BrightLocal survey found that 76% of consumers “regularly” read online reviews when browsing for local businesses, and 87% of consumers used Google to evaluate local businesses in 2022 (up from 81% in 2021).

Even if a brand’s overall review rating is above 4.0, a negative review can still appear alongside the top three search results in the Google sidebar. Human nature compels users to gravitate towards negative content, effectively creating a reputation crisis.

Understanding why negative content attracts so much attention is crucial in online reputation management.

Due to our survival instincts, our brains are wired to focus on disaster and tragedy first. This triggers the “fight or flight” response in us when we perceive a threat, meaning we automatically give more attention to negative events, which are more memorable and impactful than positive ones.

Witnessing negative events allows us to confront our fears in a safe environment, helping us process and cope with uncontrollable situations.

Given this psychological backdrop, managing a crisis effectively requires diligent monitoring and proactive content strategies to ensure that positive narratives counterbalance the inevitable focus on negative stories. This is supported by findings detailed in an NBC News article, which explains how our brains react to disasters and why we can’t look away from negative events.

Adapting to Google’s Deprecation of Continuous Scroll

With Google’s shift from continuous scroll back to pagination, individuals and brands must adjust their online reputation management (ORM) strategies to maintain a strong digital presence. Here are key steps to adapt effectively:

Optimize for Page 1

  • High-impact content: Ensure your most positive content occupies the first-page positions through regular updates and SEO optimization.
  • SEO best practices: Focus on keyword optimization, quality backlinks, and engaging multimedia content to boost rankings.

Enhance brand authority

  • Positive press: Create and distribute press releases and feature articles on authoritative websites to push positive content higher up in search results.
  • Social proof: Encourage positive reviews on platforms like your Google Business Profile to enhance your reputation.

Proactive monitoring

  • Regular audits: Conduct audits of search results to identify and address emerging negative content early.
  • Reputation management tools: Use tools for real-time monitoring and sentiment analysis to respond swiftly to threats.

Active content management

  • Content diversification: Create varied content (blogs, videos, infographics) to ensure positive information dominates search results.
  • Crisis management plans: Develop plans to respond effectively to negative publicity.

Use paid strategies

  • Paid search campaigns: Use Google Ads to promote positive content at the top of search results.
  • Sponsored content: Collaborate with influencers and media outlets for sponsored content that highlights positive brand aspects.

Emphasize user engagement

  • Interactive content: Create engaging content like polls, quizzes, and live videos to boost user participation and rankings.
  • Customer interaction: Engage with your audience on social media and review platforms to build a loyal community.

By implementing these strategies, individuals and brands can navigate the return to pagination and maintain a positive online reputation.