Google 1st Page Rankings. Guaranteed?

In August, there were several reports of Google testing a “Show more results” button at the bottom of the search results page. This feature would replace the traditional Goooooooooogle pagination format (see below). In this alternate version, once you click the “Show more results” link, search listings instantly populate below it, rather than loading page 2. To see this functionality in action, check out the Google Images search. Google Images has had the “Show more results” function for over a year now.

Is it really an infinite scroll?
Many are calling this an infinite scroll, but is it really? I don’t think so. For those of us active in social media, we experience true infinite scrolling on a regular basis. On Facebook and Twitter feeds, you literally only have to scroll to get your infinite results. No clicking is required. While what Google is testing may likely result in a higher average number of viewed results per search, especially given how unpopular Page 2 and beyond are, wouldn’t an actual infinite search accomplish this better? Maybe, but that functionality would probably be less conducive to showing as many PPC ads (which is how Google makes almost all of its money). In Facebook*, the ads on the side lock in as you infinitely scroll down, rather than changing out on each page like they do in Google.

*DISCLAIMER: Let’s be honest. By the time you read this, Facebook will probably be doing something completely different.

What would this mean for my website?
Anytime Google makes a change, our search behavior is likely going to change along with it. If Google decides to roll out this not-so-infinite-search version to everyone, here are a few assumptions to consider:

Page 1 may not be as crucial - The “Show more results” version could very well bring more light to listings ranked eleventh and beyond. As the click distribution opens up to more results, ranking on the first page may not be quite as imperative to your SEO campaign (although something tells me we will still be gunning for it).

Multiple number 1s mentality – If I am more likely to see the next page (or next 10 results) with this new feature, at what point is ranking 11 (#1 in the next results) more desirable than 10? Suddenly there may be more than one coveted number 1 ranking.

Strength in (page) numbers keyword strategy – Today’s best SEO practices are to target unique keywords per page. Why waste the resources of two pages to go after just one keyword? Many times that strategy ends in the pages cannibalizing each others’ efforts with the link authority getting diluted among the two pages for the same purpose. However, what if the average person looks at a substantially higher amount of listings per search than they do now? With this new model, the advantage of being listed multiple times for your money keyword could potentially outweigh its current disadvantages.

Catch their eye
More viewed results per search equal higher competition in terms of your listing getting clicked on. Look for more companies to optimize web properties that stand out in the search results (videos, images, etc.).

So while we hurry up and wait to see if Google rolls this out to everyone, the PlattForm SEO team will have to keep getting websites to the first page of Google the old fashioned way.

Have an interesting experience with Google and rankings? Share below. To learn more about SEO, infinite scroll and Internet marketing, contact us.