Google Officially Launches Continuous Scrolling On Mobile Devices Upto 4 Pages (USA only)

Google is launching continuous scrolling on mobile devices. Now, when you reach the bottom of a search results page on your phone, the next set of results will automatically load. Pages will automatically load until approximately four pages of results are shown. This lets users continuously scroll for longer before needing to tap the “See more” button, making it easier to find the information they’re looking for.

This new Search experience is starting to gradually roll out today for most English searches on mobile in the U.S.

This does not affect how the ad auction works or the way Ad Rank is calculated.  Now, text ads can show at the top of the second page and beyond, while fewer text ads will show at the bottom of each page.