Implications for Construction, Building & Property Marketers.

In a notable shift, Google has announced that it will discontinue its continuous scroll feature for desktop search results, returning to the classic pagination bar at the footer of the search results. This change, effective June 25, will soon extend to mobile searches as well. For marketing managers in the construction, building materials, and property sectors, this update may significantly impact your digital marketing strategies and search engine optimisation (SEO) efforts.

Reasons Behind the Change

The Shift from Continuous Scroll to Pagination

Google introduced continuous scroll for desktop search results in December 2022, following its initial launch on mobile in October 2021. This feature allowed users to scroll seamlessly through search results without clicking “Next” to move to subsequent pages. Despite being a seemingly user-friendly feature, the continuous scroll will now be phased out in favour of the traditional pagination bar.

According to a Google spokesperson, the decision to revert to classic pagination aims to enhance the speed of serving search results. The continuous scroll feature did not lead to a significant increase in user satisfaction. By loading results only when explicitly requested by users, Google hopes to optimise the search experience and server performance.

Our Take on the Implications for the Construction and Building Materials Sectors

But what does this mean for businesses in real terms. We spoke to our SEO experts here at Koozai and the main implications they suggested you’d need to consider or get additional support with include:

Reduced Visibility Beyond Page One:

With continuous scroll, being on the second or third page of search results was less of a disadvantage since users could seamlessly scroll through. The return to pagination means that users must now explicitly click ‘Next’ to view additional pages, which may reduce the likelihood of your website being seen if it’s not on the first page of results.

Impact on Click-Through Rates (CTR):

Websites that previously benefited from being on pages two or three may experience a drop in CTR. Marketing managers will need to monitor their Google Search Console data closely to understand how this change impacts their traffic and make necessary adjustments to their SEO strategies.

Increased Importance of Page One Rankings:

Achieving a first-page ranking on Google will become even more critical. Investing in robust SEO practices – such as optimising for relevant keywords, improving site speed, and generating high-quality backlinks – will be essential to maintaining and improving your search rankings.

Strategic Content Creation:

Content that directly addresses the needs and queries of your target audience will be crucial. High-quality, informative, and engaging content can help improve your site’s relevance and authority, increasing your chances of ranking higher in search results.

Koozai’s Practical Steps to Adapt to the Change

Audit Your Current Rankings:

Conduct an audit of your current search engine rankings to identify which keywords and pages might be affected by this change. Focus on improving the SEO of pages that rank on the second or third pages on the search results.

Enhance On-Page SEO:

Ensure your on-page SEO is optimised, including meta titles, descriptions, headers, and keyword usage. High-quality images and multimedia content can also improve user engagement and search rankings.

Monitor Search Console Data:

Keep a close eye on your Google Search Console data to track changes in impressions, clicks, and CTR. Use this data to inform your ongoing SEO strategy and make necessary adjustments.

Invest in Local SEO:

For businesses in the construction and building materials sectors, local SEO can be particularly important. Optimise your Google My Business profile, gather positive reviews, and ensure your NAP (Name, Address, Phone number) information is consistent across all online platforms.

If you need any help with this please contact us and we can chat about how we can assist.

The shift from continuous scroll to classic pagination on Google Search results is a significant change, impacting how users interact with search results. For marketing managers in the construction, building materials, and property supply sectors, adapting your SEO strategies to maintain visibility and drive traffic to your website will be essential. By focusing on improving your search rankings and creating high-quality content, you can mitigate this change and continue to reach your target audience effectively.

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