Infinite Scrolling - What It Is and How It Affects SEO

Infinite scroll is a method of loading a website that allows users to browse through additional products, photos, or articles seamlessly.

Infinite scrolling is used to enhance user convenience — instead of laboriously clicking through page numbers and waiting for loading, the site continuously displays new items. Infinite scroll is often utilized in social media and entertainment websites, whose goal is to show as much content as possible to users. How does infinite scrolling affect SEO and what are its advantages? We will discuss this in today’s article.

Advantages and Disadvantages of Infinite Scroll

Infinite scrolling provides speed and ease of browsing content. It works particularly well on mobile devices, where page numbers can be hard to see and click. Infinite scroll is an intuitive solution that relies on gestures, making it easier to use the site.

Like any solution, infinite scrolling also has drawbacks. One fundamental issue is the use of the same URL — search results may only show content from the top of the page, while Google’s crawlers might not properly interpret content loaded further down. If infinite scroll is implemented incorrectly, content may load too slowly, which can lead to higher bounce rates or app uninstalls.

Another downside, especially important for e-commerce site owners, is the lack of the ability to bookmark a specific location. If a user leaves the site, they will have to scroll through all results again to reach their chosen product. Sites using infinite scroll often lack a footer, which many users rely on to find contact details or shipping information. Therefore, it is important to place such information in a visible spot at the top or in a sidebar of the site.

Infinite Scrolling and SEO

Infinite scroll is a good solution for sites that want to showcase a large amount of content and increase user interaction. It works very well for displaying extensive photo and graphic galleries. However, infinite scrolling presents a challenge for SEO. One main issue is indexing, as Google does not allow the use of JavaScript to display content beyond the initially loaded part. Therefore, crawlers need assistance to detect the entire page content. The solution is quite simple — the site should be divided into smaller subpages using pagination, which Google bots can find even if JavaScript is disabled.

Infinite scrolling helps boost user engagement and activity, and improves UX. However, it is not compatible with every site and requires some effort to avoid harming your SEO efforts. It works particularly well for social media and entertainment platforms.