• by Laurie Sullivan , Staff Writer @lauriesullivan, October 14, 2021

Google’s mobile search now offers a continuous scroll feature. The company’s calling it, yes, you got it, “continuous scrolling.”

The new feature eliminates the “more results” button at the bottom of the page. The next page loads automatically. For those who want to keep scrolling, they will have an option to go through up to four pages of search results without clicking to load more.

Do we really need this on mobile? Apparently, so.

Google said with this update, people can now seamlessly browse through many results before needing to click the “See more” button.

The scroller no longer needs to stop at some arbitrary point in the search process, then tap a link to move forward. (That just takes too much time.) Think of a never-ending stream of information like Facebook.

Niru Anand, product manager of search at Google, provided an example. “For broader, more open-ended questions like ‘What can I do with pumpkins?’ you may want to consider more results and inspiration before deciding how to move forward,” Anand wrote in a post. “Scrolling through a wider range of results may show you tons of options you hadn’t considered, like no-carve pumpkin decor ideas for Halloween, pumpkin seed recipes that make your pumpkin worth carving and more ideas for how to make the most out of your gourd.”

Advertisers might like this endless search feature that rolls out today in the U.S. in English, because it doesn’t limit the ad space to the top of the page. Google could even add a floating ad that moves down the page as the user scrolls.

The change is part of a redesign for mobile launched earlier this year. In January, Google launched a redesign of the search results page on mobile to give users a more modern experience. Today, the change focuses on making browsing search results seamless and intuitive.