Having been circulating on the rumour-mill for a while, Google is moving forward to experiment with Infinite Scrolling, according to a report featured on searchenginewatch.com.

The move follows Google’s introduction of a locked-top navigation bar.

Potentially changing the face of SEO, Infinite Scrolling will see the page of results format currently employed replaced with a ‘show more results’ option displayed at the bottom of the SERPs (search engine results page).

Google has already employed this system on some of its other features, such as Google Image Search – which has been praised by many for doing away with the process of navigating from page to page.

The ‘show more results’ option, when clicked, will simply expand the page to display the next ten sites (that on the traditional system would rank on the second page).

Any additional results will be displayed on the single page, resulting in easier navigation when browsing vast amounts of results.

Google has moved to confirm that this is currently just an experiment, but not very much more is known about the subject.

The possibility of the introduction of Infinite Search to Google has raised questions as to how the change could affect the click-through rates of both organic and paid search results.

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