universo-virtual.com

buytrendz.net

thisforall.net

benchpressgains.com

qthzb.com

mindhunter9.com

dwjqp1.com

secure-signup.net

ahaayy.com

soxtry.com

tressesindia.com

puresybian.com

krpano-chs.com

cre8workshop.com

hdkino.org

peixun021.com

qz786.com

utahperformingartscenter.org

maw-pr.com

zaaksen.com

ypxsptbfd7.com

worldqrmconference.com

shangyuwh.com

eejssdfsdfdfjsd.com

playminecraftfreeonline.com

trekvietnamtour.com

your-business-articles.com

essaywritingservice10.com

hindusamaaj.com

joggingvideo.com

wandercoups.com

onlinenewsofindia.com

worldgraphic-team.com

bnsrz.com

wormblaster.net

tongchengchuyange0004.com

internetknowing.com

breachurch.com

peachesnginburlesque.com

dataarchitectoo.com

clientfunnelformula.com

30pps.com

cherylroll.com

ks2252.com

webmanicura.com

osostore.com

softsmob.com

sofietsshotel.com

facetorch.com

nylawyerreview.com

apapromotions.com

shareparelli.com

goeaglepointe.com

thegreenmanpubphuket.com

karotorossian.com

publicsensor.com

taiwandefence.com

epcsur.com

odskc.com

inzziln.info

leaiiln.info

cq-oa.com

dqtianshun.com

southstills.com

tvtv98.com

thewellington-hotel.com

bccaipiao.com

colectoresindustrialesgs.com

shenanddcg.com

capriartfilmfestival.com

replicabreitlingsale.com

thaiamarinnewtoncorner.com

gkmcww.com

mbnkbj.com

andrewbrennandesign.com

cod54.com

luobinzhang.com

bartoysdirect.com

taquerialoscompadresdc.com

aaoodln.info

amcckln.info

drvrnln.info

dwabmln.info

fcsjoln.info

hlonxln.info

kcmeiln.info

kplrrln.info

fatcatoons.com

91guoys.com

signupforfreehosting.com

faithfirst.net

zjyc28.com

tongchengjinyeyouyue0004.com

nhuan6.com

oldgardensflowers.com

lightupthefloor.com

bahamamamas-stjohns.com

ly2818.com

905onthebay.com

fonemenu.com

notanothermovie.com

ukrainehighclassescort.com

meincmagazine.com

av-5858.com

yallerdawg.com

donkeythemovie.com

corporatehospitalitygroup.com

boboyy88.com

miteinander-lernen.com

dannayconsulting.com

officialtomsshoesoutletstore.com

forsale-amoxil-amoxicillin.net

generictadalafil-canada.net

guitarlessonseastlondon.com

lesliesrestaurants.com

mattyno9.com

nri-homeloans.com

rtgvisas-qatar.com

salbutamolventolinonline.net

sportsinjuries.info

topsedu.xyz

xmxm7.com

x332.xyz

sportstrainingblog.com

autopartspares.com

readguy.net

soniasegreto.com

bobbygdavis.com

wedsna.com

rgkntk.com

bkkmarketplace.com

zxqcwx.com

breakupprogram.com

boxcardc.com

unblockyoutubeindonesia.com

fabulousbookmark.com

beat-the.com

guatemala-sailfishing-vacations-charters.com

magie-marketing.com

kingstonliteracy.com

guitaraffinity.com

eurelookinggoodapparel.com

howtolosecheekfat.net

marioncma.org

oliviadavismusic.com

shantelcampbellrealestate.com

shopleborn13.com

topindiafree.com

v-visitors.net

qazwsxedcokmijn.com

parabis.net

terriesandelin.com

luxuryhomme.com

studyexpanse.com

ronoom.com

djjky.com

053hh.com

originbluei.com

baucishotel.com

33kkn.com

intrinsiqresearch.com

mariaescort-kiev.com

mymaguk.com

sponsored4u.com

crimsonclass.com

bataillenavale.com

searchtile.com

ze-stribrnych-struh.com

zenithalhype.com

modalpkv.com

bouisset-lafforgue.com

useupload.com

37r.net

autoankauf-muenster.com

bantinbongda.net

bilgius.com

brabustermagazine.com

indigrow.org

miicrosofts.net

mysmiletravel.com

selinasims.com

spellcubesapp.com

usa-faction.com

snn01.com

hope-kelley.com

bancodeprofissionais.com

zjccp99.com

liturgycreator.com

weedsmj.com

majorelenco.com

colcollect.com

androidnews-jp.com

hypoallergenicdogsnames.com

dailyupdatez.com

foodphotographyreviews.com

cricutcom-setup.com

chprowebdesign.com

katyrealty-kanepa.com

tasramar.com

bilgipinari.org

four-am.com

indiarepublicday.com

inquick-enbooks.com

iracmpi.com

kakaschoenen.com

lsm99flash.com

nana1255.com

ngen-niagara.com

technwzs.com

virtualonlinecasino1345.com

wallpapertop.net

nova-click.com

abeautifulcrazylife.com

diggmobile.com

denochemexicana.com

eventhalfkg.com

medcon-taiwan.com

life-himawari.com

myriamshomes.com

nightmarevue.com

allstarsru.com

bestofthebuckeyestate.com

bestofthefirststate.com

bestwireless7.com

declarationintermittent.com

findhereall.com

jingyou888.com

lsm99deal.com

lsm99galaxy.com

moozatech.com

nuagh.com

patliyo.com

philomenamagikz.net

rckouba.net

saturnunipessoallda.com

tallahasseefrolics.com

thematurehardcore.net

totalenvironment-inthatquietearth.com

velislavakaymakanova.com

vermontenergetic.com

sizam-design.com

kakakpintar.com

begorgeouslady.com

1800birks4u.com

2wheelstogo.com

6strip4you.com

bigdata-world.net

emailandco.net

gacapal.com

jharpost.com

krishnaastro.com

lsm99credit.com

mascalzonicampani.com

sitemapxml.org

thecityslums.net

topagh.com

flairnetwebdesign.com

bangkaeair.com

beneventocoupon.com

noternet.org

oqtive.com

smilebrightrx.com

decollage-etiquette.com

1millionbestdownloads.com

7658.info

bidbass.com

devlopworldtech.com

digitalmarketingrajkot.com

fluginfo.net

naqlafshk.com

passion-decouverte.com

playsirius.com

spacceleratorintl.com

stikyballs.com

top10way.com

yokidsyogurt.com

zszyhl.com

16firthcrescent.com

abogadolaboralistamd.com

apk2wap.com

aromacremeria.com

banparacard.com

bosmanraws.com

businessproviderblog.com

caltonosa.com

calvaryrevivalchurch.org

chastenedsoulwithabrokenheart.com

cheminotsgardcevennes.com

cooksspot.com

cqxzpt.com

deesywig.com

deltacartoonmaps.com

despixelsetdeshommes.com

duocoracaobrasileiro.com

fareshopbd.com

goodpainspills.com

kobisitecdn.com

makaigoods.com

mgs1454.com

piccadillyresidences.com

radiolaondafresca.com

rubendorf.com

searchengineimprov.com

sellmyhrvahome.com

shugahouseessentials.com

sonihullquad.com

subtractkilos.com

valeriekelmansky.com

vipasdigitalmarketing.com

voolivrerj.com

zeelonggroup.com

1015southrockhill.com

10x10b.com

111-online-casinos.com

191cb.com

3665arpentunitd.com

aitesonics.com

bag-shokunin.com

brightotech.com

communication-digitale-services.com

covoakland.org

dariaprimapack.com

freefortniteaccountss.com

gatebizglobal.com

global1entertainmentnews.com

greatytene.com

hiroshiwakita.com

iktodaypk.com

jahatsakong.com

meadowbrookgolfgroup.com

newsbharati.net

platinumstudiosdesign.com

slotxogamesplay.com

strikestaruk.com

trucosdefortnite.com

ufabetrune.com

weddedtowhitmore.com

12940brycecanyonunitb.com

1311dietrichoaks.com

2monarchtraceunit303.com

601legendhill.com

850elaine.com

adieusolasomade.com

andora-ke.com

bestslotxogames.com

cannagomcallen.com

endlesslyhot.com

iestpjva.com

ouqprint.com

pwmaplefest.com

qtylmr.com

rb88betting.com

buscadogues.com

1007macfm.com

born-wild.com

growthinvests.com

promocode-casino.com

proyectogalgoargentina.com

wbthompson-art.com

whitemountainwheels.com

7thavehvl.com

developmethis.com

funkydogbowties.com

travelodgegrandjunction.com

gao-town.com

globalmarketsuite.com

blogshippo.com

hdbka.com

proboards67.com

outletonline-michaelkors.com

kalkis-research.com

thuthuatit.net

buckcash.com

hollistercanada.com

docterror.com

asadart.com

vmayke.org

erwincomputers.com

dirimart.org

okkii.com

loteriasdecehegin.com

mountanalog.com

healingtaobritain.com

ttxmonitor.com

bamthemes.com

nwordpress.com

11bolabonanza.com

avgo.top

How Google ending continuous scroll could impact ORM - SEO
Thursday, June 19, 2025
spot_img

Top 5 This Week

Related Posts

How Google ending continuous scroll could impact ORM

Google’s continuous scroll feature allowed users to seamlessly glide through search results without the cumbersome need to click “Next.”

Akin to adding more real estate to a Monopoly board, this function served as a potential game-changer for digital marketers and SEO professionals.

However, Google’s continuous scroll presented new challenges for online reputation management (ORM) firms.

Instead of focusing on positively influencing 10 links on the first page of Google search results for individuals and companies, they now had to continuously manage negative content across an extended array of results.

Despite this shift, Google recently decided to roll back continuous scroll and reintroduce pagination.

This decision suggests that despite offering more options, searcher behavior and clicks did not evolve to mimic the “doom scrolling” patterns seen on social media platforms.

So, what impact will this decision have on those striving to manage their online brands?

Historical context and user behavior insights

Google Search is phasing out its continuous scroll feature, which loaded more results as users scrolled past the first page.

Instead, the classic pagination bar will return to the footer of search results. This change will start with desktop searches and be followed by mobile searches one month later.

Continuous scroll was introduced on desktop in December 2022 and on mobile in October 2021, meaning its desktop lifespan lasted approximately a year and a half.

A Google spokesperson explained that the decision to revert to pagination aims to make the process of scrolling through search results faster and more efficient for users.

Continuous scroll did not significantly enhance user satisfaction, as it automatically loaded results that users did not explicitly request. Therefore, users will now see a “Next” button on desktop and a “More results” button on mobile at the bottom of their search pages.

The importance of Page 1 prime real estate

In the online reputation management industry, the first page of search results has always been crucial. With the return of pagination, its significance is reaffirmed.

Historically, the first page, limited to about 10 links, has been the ultimate showcase of relevance and authority.

From an ORM perspective, the strategy was straightforward: suppress negative content and promote positive content. (This is similar to working with a PR firm, which will proactively manage your brand across media channels.)

Realistically, how often do you venture beyond the first page of Google search results?

Most users don’t even go past the top three organic results due to the proliferation of ads and other SERP features (e.g., featured snippets, local packs).

This behavior has significant implications for online reputation management.

If your most positive content is relegated to positions beyond the 10th link, it essentially becomes invisible.

The #1 result in Google’s organic search results has an average click-through rate (CTR) of 31.7%, according to a study by Backlinko. As the ranking position drops, so does the CTR, with the #10 spot only capturing about 2.5% of clicks.

Furthermore, 75% of users never scroll past the first page of search results, according to HubSpot research. That means content on Page 2 is likely to be overlooked, making it harder to present a well-rounded narrative to potential customers.

According to a 2023 Search Engine Land article, How Google continuous scroll has impacted organic traffic:

“99% of clicks in our data before and after this change went to positions 1-3.”

97% of impressions went “to the top 3 positions for branded terms” on desktop.

If this data is accurate, should individuals and brands care about a negative news article that ranks in position #7? It’s still on Page 1, but it’s also allegedly outside the primary click zone.

Does it matter?

Also, according to the data:

On mobile, only “40% of impressions go to the top 3 positions.”

“The next largest cohort was in the 7-10 positions with 35%.”

This means all of the top 10 positions on the first page of search results can be impactful for brands and individuals.

Higher stakes in crisis management

During a reputational crisis, mitigating negative content can quickly become an uphill battle. And with such limited prime real estate on the first page of search results, it’s more crucial than ever to ensure that positive or neutral content ranks highly.

The constrained space makes it harder to bury negative links, potentially prolonging the damage to your reputation.

For instance, a BrightLocal survey found that 76% of consumers “regularly” read online reviews when browsing for local businesses, and 87% of consumers used Google to evaluate local businesses in 2022 (up from 81% in 2021).

Even if a brand’s overall review rating is above 4.0, a negative review can still appear alongside the top three search results in the Google sidebar. Human nature compels users to gravitate towards negative content, effectively creating a reputation crisis.

Understanding why negative content attracts so much attention is crucial in online reputation management.

Due to our survival instincts, our brains are wired to focus on disaster and tragedy first. This triggers the “fight or flight” response in us when we perceive a threat, meaning we automatically give more attention to negative events, which are more memorable and impactful than positive ones.

Witnessing negative events allows us to confront our fears in a safe environment, helping us process and cope with uncontrollable situations.

Given this psychological backdrop, managing a crisis effectively requires diligent monitoring and proactive content strategies to ensure that positive narratives counterbalance the inevitable focus on negative stories. This is supported by findings detailed in an NBC News article, which explains how our brains react to disasters and why we can’t look away from negative events.

Adapting to Google’s Deprecation of Continuous Scroll

With Google’s shift from continuous scroll back to pagination, individuals and brands must adjust their online reputation management (ORM) strategies to maintain a strong digital presence. Here are key steps to adapt effectively:

Optimize for Page 1

High-impact content: Ensure your most positive content occupies the first-page positions through regular updates and SEO optimization.

SEO best practices: Focus on keyword optimization, quality backlinks, and engaging multimedia content to boost rankings.

Enhance brand authority

Positive press: Create and distribute press releases and feature articles on authoritative websites to push positive content higher up in search results.

Social proof: Encourage positive reviews on platforms like your Google Business Profile to enhance your reputation.

Proactive monitoring

Regular audits: Conduct audits of search results to identify and address emerging negative content early.

Reputation management tools: Use tools for real-time monitoring and sentiment analysis to respond swiftly to threats.

Active content management

Content diversification: Create varied content (blogs, videos, infographics) to ensure positive information dominates search results.

Crisis management plans: Develop plans to respond effectively to negative publicity.

Use paid strategies

Paid search campaigns: Use Google Ads to promote positive content at the top of search results.

Sponsored content: Collaborate with influencers and media outlets for sponsored content that highlights positive brand aspects.

Emphasize user engagement

Interactive content: Create engaging content like polls, quizzes, and live videos to boost user participation and rankings.

Customer interaction: Engage with your audience on social media and review platforms to build a loyal community.

By implementing these strategies, individuals and brands can navigate the return to pagination and maintain a positive online reputation.


Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.


Popular Articles