Mobile users will no longer see the “more results” button on Google when reaching the bottom of the page. Mobile devices will now see the next “page” of results as long as they keep scrolling. You could think of it as infinite scroll, but Google has entitled it continuous scroll.

Google as stated, “With this update, people can now seamlessly do this, browsing through many different results, before needing to click the See More button. You can often find what you’re looking for in first few results, sometimes you want to keep looking. You will be able to continuously scroll up to four pages of search results without requesting more results.”

It’s way too early to know if this will motivate more searchers to look beyond the first page of results. Advertisers might see an impact the click-through rates, along with more traffic from Google search.  Only time will tell.