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Google Ends Continuous Scroll on Desktop: What It Means for Law Firms

Posted on Thursday, June 27th, 2024 at 1:53 pm    

Google Ends Continuous Scroll on Desktop

Google has recently decided to phase out continuous scrolling on desktop, a feature that previously eliminated the need for distinct, numbered pages in search results. This significant update returns the traditional “page 1” placements, intensifying the competition for top spots. For attorneys, this shift solidifies the necessity of strong SEO strategies to ensure their firms remain visible and competitive.

Google introduced continuous scroll for desktop searches in December 2022, and for mobile searches in October 2021. Since then, Google has been experimenting with reintroducing the old pagination options, including the “next” button and the “more results” button. Now, they have decided to eliminate continuous scroll entirely.

SEO Reception and Adjustments

Feedback from the SEO community indicates a mix of frustration and adaptation. The integration of Generative AI at the top of search results already takes up significant space, pushing some companies’ organic listings down to less desirable rankings, while offering others a new position above organic spots. The return of paginated results exacerbates this issue, as firms that previously held first-page positions might find themselves needing to intensify their SEO efforts to regain visibility.

For law firms, this means re-evaluating their current search engine marketing strategies and making some adjustments. The necessity to optimize for both traditional search results and AI-generated snippets adds complexity to SEO planning. Firms may need to focus more on creating high-quality, authoritative content that can stand out in both contexts.

Search engine algorithms and ranking factors require continuous monitoring and adaptation. Law firms must stay updated with the latest SEO trends and be prepared to tweak their strategies to maintain or improve their organic lead generation.  Google’s environment of constant change can be challenging, but it also presents opportunities for those who are quick to adapt and innovate.

Balancing SEO and PPC Investments

For attorneys whose search rankings are affected by this update, Pay-Per-Click (PPC) advertising might become a more attractive option. The clear delineation of page results makes a strong SEO strategy essential, but the competitive nature of securing top organic rankings can be challenging. PPC offers a way to maintain visibility even if organic rankings fluctuate.

However, relying solely on one approach is not advisable. A balanced strategy that includes both SEO and PPC ensures broader visibility and a consistent flow of leads. While SEO efforts produce leads at the lowest costs and build long-term organic presence and credibility, PPC provides immediate exposure and can drive traffic more quickly. Balancing paid and organic search marketing efforts is a multifaceted endeavor, and our experience shows that law firms who allocate the necessary resources to this balancing act will reach a profitable equilibrium.

This balanced approach allows law firms to maximize their online presence and mitigate the risks associated with changes in search engine algorithms or ranking criteria. By diversifying their marketing efforts, firms can ensure they are well-positioned to attract potential clients from various sources.


This update is a significant moment for legal marketing. Law firms must adapt their strategies to remain competitive as search results evolve. The return of traditional page distinctions requires a renewed focus on effective SEO practices and a balanced investment in PPC advertising.

If your firm’s lead generation volume from search is impacted by this change, reach out to TSEG today for a comprehensive digital marketing consultation. We can help you adapt to these changes and continue to attract high-quality leads.