Google recently announced the introduction of continuous scrolling on mobile devices for “most English searches”.
Google announced on The Keyword and on Twitter that they’ve rolled out “continuous scrolling” which shows more than the standard 10 results on the first page of mobile search results. They were careful to point out that this is not the same as “infinite scroll.” They specified that it may display “up to four pages of results” followed by a “see more” button to reveal even more results.
In their blog post, Google acknowledged that this change, in part, seeks to deal with broader questions like “‘what can I do with pumpkins?’” that are looking for a broad range of options, ultimately looking for inspiration. The logic posits that a mix of visual results, longer lists of text links, and other rich results, will provide a better user experience for people searching on their mobile devices.
For example, when testing the query from Google’s own blog post (“what can I do with pumpkins?”), the “first page” listed 37 link results, in addition to People Also Ask and other rich snippet results. Additionally, you can see the “see more” button underneath the last result.
On Twitter, at least, there’s been some pushback, as well as speculation that this may be related to the rollout of MUM, which is the AI model that replaced BERT, and purports to be 1,000 times more powerful than BERT.
This would make sense, as MUM was brought out with the intention of handling a more complex series of tasks to give more robust (and multilingual) responses to an ever-expanding flood of Google queries.
Google has released new guidance on writing page titles, including advice on how to avoid having Google rewrite your titles in SERPs.
As many noted, in the last couple of months Google began more aggressively rewriting page titles as displayed in SERPs.
While many SEOs and site owners have bemoaned the change (and some have even pointed out that it results in misleading titles), Google claims that it impacts less than 20% of page titles (which is still a lot of instances).
Perhaps in reaction to that backlash, Google has released new guidance on “controlling your title links in search results.” Basically, Google is saying “write good title tags or we’ll write them for you.” And while there’s much room for interpretation in their guidelines regarding what makes a “good” title, there are some interesting points in their “common issues” section.
If you’re noticing pages on your site are being rewritten in SERPs, try to take detailed notes regarding how they’re being rewritten; some tools are already tracking that data:
The important thing is to identify any possible common themes or instances which may be causing Google to rewrite your title tags. Aside from that, practicing standard title tag best practices, as well as regularly performing optimization on your metadata, should minimize the impact of this change.
Additionally, if you’re noticing that Google is rewriting your titles, make note if those pages’ CTR is impacted; if the CTR improves, then Google has actually done some of your SEO homework for you! If that’s the case then you may be able to replicate some of those changes on other pages across your site.
Source: www.seerinteractive.com, originally published on 2021-11-03 14:33:04