Google has made a significant change that could affect how you manage your online reputation. The tech giant has removed its continuous scroll feature, which allowed you to browse search results without the need to click “Next.” This change could have substantial implications for those managing their digital presence, especially in online reputation management (ORM).
While the continuous scroll feature offered more space for results, it also meant that ORM professionals had to manage a much wider range of search results to keep negative content from gaining visibility. Now that Google is returning to a more traditional paginated system, you may need to rethink your strategies for keeping your online brand positive.
Why did Google end the continuous scroll?
The continuous scroll feature was introduced to make searching more seamless, similar to scrolling through a social media feed. It has been available on mobile since October 2021 and on desktop since December 2022. However, Google found that users didn't engage with search results in the same way they do with social media posts. Instead of scrolling endlessly, most people still focused on the first few results, ignoring much of what came later.
As a result, Google has decided to bring back the classic pagination, where you must click “Next” to see more results. This change will first affect desktop searches and then roll out to mobile users about a month later. According to a Google spokesperson, the decision to revert to pagination aims to make the search process quicker and more efficient. Continuous scroll may have seemed convenient, but it didn't significantly improve user satisfaction because it loaded results that users didn't actively seek.
The return of Page 1's importance
The first page of search results has always been crucial in online reputation management. With the reintroduction of pagination, its importance is even more pronounced. The first page typically contains around 10 links, which are prime real estate for your brand. If you're managing a reputation, your goal is to suppress negative content and promote positive content in these top spots.
Most people don't venture beyond the first page of Google search results. Research shows that 75% of users never go past the first page. The top three results on Google get the most clicks, with the #1 result capturing around 31.7% of all clicks. If your positive content doesn't appear in these top positions, it might as well be invisible.
This behaviour has serious implications for how you manage your online reputation. Negative content appearing on the first page, especially within the top 10 results, can be very damaging to your brand. Even if the content isn't in the top three, it's still visible enough to affect how people perceive your brand.
The stakes are higher in crisis management
The stakes are even higher when dealing with a reputational crisis. With limited space on the first page, ensuring that positive or neutral content ranks highly becomes a race. If negative content takes up these spots, it can be challenging to repair the damage.
For example, a BrightLocal survey found that 76% of consumers regularly read online reviews when considering local businesses, and 87% used Google for this purpose in 2022. Even if your brand has a high overall rating, a negative review on the first page can create a crisis. People are naturally drawn to negative content due to psychological factors like the “fight or flight” response, which makes negative events more memorable and impactful than positive ones.
Given this, managing a crisis effectively means being proactive in monitoring and countering negative content with positive narratives. This requires consistent effort and ORM tools to ensure your brand remains in a good light.
Now that Google has shifted back to pagination, you need to adjust your online reputation management strategies. Here are some steps to take:
- Optimise for Page 1: Make sure your most positive content is updated and follows SEO best practices to secure top positions on the first page.
- Enhance brand authority: Distribute press releases and feature articles on reputable websites to push positive content higher in search results.
- Proactive monitoring: Regularly audit search results and use ORM tools for real-time monitoring to catch negative content early.
- Use paid strategies: Use Google Ads and sponsored content to promote your brand and ensure it occupies top spots.
- Engage with users: Create interactive content and engage with your audience on social media to build a loyal following and improve rankings.
By following these strategies, you can navigate the changes Google has made and maintain a positive online reputation.
