How It Works - Infinite Scroll Tips For Google Search
Infinite scroll is a great way to display more content in a smaller space. The only problem with it is that it can lead to indexing problems. Since Google does not allow JavaScript to load below Infinite Scroll pages, it will only be able to index the content that is visible without scrolling. To keep users from losing interest in your website, make it easier for Google to crawl your page by interlinking the content.
Infinite scroll also changes the way ads are viewed. If your website is using a pagination system, your ads will start showing up on the second, third, and fourth pages. Because these ads may be more relevant than the actual search results, you'll likely have trouble ranking in the SERPs.
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