How Google continuous scroll has impacted organic traffic

Fast forward to December 2022, Google rolled out continuous scrolling to desktop search results. For desktop, it is a “continuous” scroll – meaning you will scroll through ~60 search results (or previously six pages of SERPs) before needing to hit “See more.” (Don’t worry, Google Ads are still placed throughout the scroll to break up the results.) Like many SEOs, I was curious to know how continuous scroll impacts organic traffic. Would continuous scroll on desktop increase the value of organic results on those deeper pages? Organic traffic data: Pre- and post-continuous scroll changeTo understand the impact of continuous scroll on desktop, I looked at data over a 30-day period pre- and post-continuous scroll change.