Google will serve up additional organic content to mobile users after launching a new “more results” button in search, which will reveal relevant web pages and articles beneath the current page rather than loading an entire new one.
Google says the change will streamline and speed up the process of finding content. It is a positive move for publishers, who have recently grumbled about the lack of opportunities to drive traffic from Google SERPs on smartphones. More publishers will now be able to benefit from traffic on search as users won’t have to wait for new pages to load.
“We’ve launched a new “More results” button that makes it easier & faster to get more search results on mobile,” Google’s Danny Sullivan said on Twitter. “Now additional listings load below the ones already being viewed, rather than the old “Next” button that would load an entirely new page.”
He added that the new feature would first load organic results, followed by relevant ads underneath.
The updated Google Mobile Search layout has now rolled out to the respective apps on both Android and iOS mobile devices. It will also feature on search for every major mobile browser barring Chrome iOS, which will see support arriving in the coming weeks. Overall, the change is very positive for brands and publishers, who will now have a better chance of engaging with mobile users.