Google seems to be trialling a significant change to the search engine results page (SERP) with the change from pagination to a ‘More Results’ option. This would mean that ‘appearing on page one’ may no longer be a credible KPI. This change has been confirmed by Danny Sullivan of Google on Twitter. Currently, this option is only available on mobile devices but could also be rolled out to desktop.
We’ve been testing that and trying it with more people now.
— Danny Sullivan (@dannysullivan) April 8, 2018
Quite what the ramifications for SEO and PPC will be are unclear, although from our own searches we can see that paid ads are still listed as you continue to go through the results.
Should the change be finalised, it would make for a more seamless experience for the mobile user to continue to browse Google’s SERP, with potentially the frequency of ads appearing going up, while organic listings become mixed with paid listings.