Google has altered the way it lists results on its mobile SERPs and now features a ‘more results’ button rather than the ‘next page’ button that has been used previously.
The company announced the change with the below tweets:
This alteration has been on the cards for a number of months. Google confirmed last December that it was testing the functionality, and with testing now complete, it’s ready for full roll-out.
But what does it mean?
From an SEO perspective, the barrier between Page 1, Page 2 and everything beneath is blurred. Effectively, the ‘pages’ don’t exist anymore, it’s just one infinitely long Page 1 that loads quickly and easily at the tap of that ‘more results’ button.
For businesses, this means that gaining the kind of visibility that sites on Page 1 enjoy is easier, which in turn increases the likelihood of boosting organic traffic.
There are also benefits for users, as it’s easier to access relevant content. The increased speed means better user experience and therefore an increased likelihood of user engagement.
The only drawback is for Paid ads. Those at the bottom of the mobile SERPs could get pushed down even further, meaning businesses may have to increase their bids and that cost per click could go up as there’s more competition to appear in the positions at the top.
So although the change is relatively small, it could have a big impact. The way to cope is to focus on your site’s organic strengths through a number of methods.
Accelerated Mobile Pages (AMP): AMP is mobile-focused technology that optimises content pages to make them faster and easier to use. On mobile, Google ranks pages using AMP higher than those that don’t.
Structured data: Structured data makes it easier for Google to understand what your website is about. By using structured data, you can rank in featured snippets and take advantage of Google’s event listings functionality, which is particularly significant for venues and ticket vendors.
Optimise images and videos: Google can’t read images and videos, but it can read the descriptions you tag them with. Use clear, concise tags that feature relevant keywords to let Google know what your images and videos are.
By taking care of items such as these, you can ensure your site is well optimised, ranking highly, and pulling in organic traffic on all devices.