Google Testing Infinite Scroll on Mobile SERPs

Yeah, it's live for me personally.

The question is, does this enable them to increase the Ad-to-Organic ratio on first load, on the basis that more results are available.

Also of note is the net reduction in advertising space due to there only being one page.

On one search I just did, "Brandname", there was only one Organic ecommerce result (Brand does not sell direct in UK). Page was:

Shop For <Brand>
Ad <-- [Also the only Organic Reseller]
Ad
Ad
Ad
Brand Owner
-> Brand Search
-> Brand Nav 6-pack
Brand Knowledge Box (Wikipedia, NASDAQ listing)
People Also Search For
Apps
Video
Brand Twitter
Reseller <-- [Also top text Ad]
"More Results" Scroll button
Related Searches

The first 7 "Shop" results were also the same reseller. That is the kind of domination I aim for, but in this case a competitor is beating me!

This is a big brand, our #1 brand actually, though the vanity keyword that is the brand name alone does not convert.

Amazon is NOT the reseller mentioned

Sucks for me as a user when i would need to scroll up long to change search queries right on their box .(not the url bar)

However Good to navigate though , but then after page 3 , we all know what kind of sites appear :/

Also of note is the net reduction in advertising space due to there only being one page.

@Shaddows Good point. Just checked it looks like the stick new ads just before The "more results" button each time. Means when you scroll back up the page ads are harder to spot (as they are not at the top of the page but embedded in the results. Ads probably will get more clicks this way.

I am not a huge fan of infinite scroll (especially when done automatically by some sites) but I guess this means my keywords are all on the first page now ;-)

I off to tell my clients their on page 1 for everything - they just might have to scroll for abit

This infinite scroll assumes you've found what you want.
How many of us have entered a new search query because we can't find what we want!
I seem to be doing that more and more often theses days, however, I suspect that's because i have minimized the search personalization.

It’s not really infinite scroll how most people imagine it. That would be 10 results and 10 more results tacked on the end every time you scroll down. DuckDuckGo does it like that. This just seems to be another way of hiding the organic serps behind a button.

Now we just have to press ‘more results’ instead of pressing ‘page 2’

It seems like Google spies on this forum and may be take ideas posted by users. :)

Few months ago I posted this infinite scroll idea in one of the "Google Updates and SERP Changes" thread. I further added that Google could display ads between the infinite scrolling search results. This feature is needed since internet is growing and many good search results get buried on next pages. And with recent Algorithm updates many good results from small websites have actually got buried due to the search results from YouTube, Amazon, Pinterest, Quora and similar other sites.

Hmmm... I thought it had always been like that on mobile, at least for Mobile Chrome.

I've just run some tests on the "more results" on mobile search.

Wow, it's real busy: Lots of ads, lots of differing sets of info with standard organic, sites with reviews, related search, etc.

Did i find what i wanted? IDK, i'd have t click through, and that would be for another day.