Google’s first page of search results has lately become more dominated by its own properties—ads, Google Maps, Google Shopping, and other features under the control of the tech giant. Many SEO professionals are voicing worries about recent modifications, including the revival of pagination following the failed experiment with continuous scroll. They wonder whether Google is quietly centralizing power over organic visibility on the first page or whether these choices truly reflect enhancing user experience.
This blog post explores these changes, how they affect SEO techniques, and whether Google is adjusting its algorithms to especially benefit its interests. We will look at how the return to pagination influences organic traffic and what marketers should do to keep visibility on a page progressively overwhelmed by Google-owned results. Is this change a component of a more general plan to monopolize page one, or is it only an improvement of the search experience? We will also find out what is the opinion of the most important voices from this light-speed evolving industry.
Contents:
Google has progressively raised the visibility of its own goods and services on page 1 of search results over the last several years. Within the SEO community, this change has generated questions since the balance between organic search results and Google-owned content seems to be favoring the latter. Even for those ranking on the sought-after first page, Google’s constant introduction of more tools and services to enhance user experience also lessens the exposure of outside websites. Let’s investigate how this dominance shows itself and what it implies for SEO going forward.
Paid ads through Google Ads progressively take the front stage on top of page one, the most valuable real estate in search results. Apart from the little “Ad” sign, these adverts, shown above the fold, take precedence over natural results and are sometimes indistinguishable from unpaid listings. Users of competitive commercial searches can find four or more adverts before ever seeing any natural material. As Google keeps improving its ad-serving algorithm, this trend has become more pronounced, and click-through rates on these sponsored results have increased.
For companies, this change poses a big problem. Although placing at the top of organic search results was a huge win in the past, even the first organic listing can be buried under layers of Google Ads today. This drives businesses to commit to sponsored search methods to be visible, therefore inflating marketing costs and disadvantaging smaller businesses versus those with more advertising spending.
Beyond advertising, Google’s own properties—including Knowledge Panels, Google Maps, Google Shopping, and YouTube—are progressively taking the front stage on page 1. These tools are meant to give users fast responses and pertinent services right inside the search engine, therefore lessening their need to browse via outside websites. This greatly reduces chances for natural traffic to outside websites, even if it increases user convenience.
For instance:
- Google Maps: results typically show at the top of the page, hence depressing natural listings and pushing organic search results
- Google Shopping: gives consumers direct purchasing options from stores, often leading people away from conventional e-commerce sites.
- YouTube: Google’s owned video platform, videos show clearly in search results. Often taking the front stage among other video content platforms.
By giving its own properties top priority, Google effectively funnels user attention to services inside its ecosystem, lowering traffic to outside websites. As many experts have already expressed their opinions, this action helps Google financially through increased ad revenue and user retention inside its systems.
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Many SEO experts are starting to doubt the future of organic search as Google’s influence over page 1 rises. Although organic results used to be the key concern for companies, Google’s growing focus on ads and its own services implies that even ranking on page 1 would not provide enough traffic. Nowadays, SEO campaigns have to deal not only with other websites but also with Google itself since it arranges its material in the most visible parts of the search engine result page.
Founder of the Pubcon search conference, SEO specialist Brett Tabke, has observed that Google’s increasing dominance on page 1 points toward a portal-like model whereby visitors depend more on Google’s offerings than on outside websites. Given people are more inclined to interact with Google’s own material; this change begs questions regarding organic search becoming less important. Tabke claims that this tendency could result in a future in which companies have to rely more on paid ads or Google-owned platforms to keep visibility, therefore reducing the significance of natural results.
The return to pagination is a game-changer for SEO and website visibility. Under the infinite scroll system, users could effortlessly view multiple pages worth of results, which increased the chances for websites ranking lower than page 1 to gain visibility. With the reintroduction of pagination, the dynamics of organic traffic have shifted back to favor websites that appear on the first page, while those on pages two or beyond might face significant declines in traffic.
Before 2024, the infinite scroll feature enabled websites to benefit from increased user engagement even if they weren’t on the first page. Users would naturally scroll through search results, bypassing the traditional click to “next page” and exposing themselves to a broader array of results. In essence, the concept of page 1 was diluted, as it blurred the line between results ranked 1-10 and those ranked 11-40. This provided greater organic traffic potential for sites ranked on pages 2 or 3, as users were exposed to more search results without much effort.
However, in June 2024, another Google update took place. Pagination is back, and the first page has regained its importance. Studies show that 91.5% of search traffic goes to websites on page 1, and with pagination reinstated, the drop-off rate for traffic to page 2 or beyond becomes even more significant. Users are less likely to click through to additional pages, meaning websites not ranking on the first page will likely see their visibility plummet.
This return to pagination means that businesses and SEO professionals need to double down on efforts to rank on page 1. It also reintroduces the familiar pressure of fighting for those top 10 spots, as being on page 2 has now become far less advantageous. With fewer users clicking to page 2, websites must invest in on-page SEO, content quality, and backlink building to secure prime real estate on the first page.
Websites that previously benefited from the exposure brought by infinite scroll may now experience a drastic drop in traffic. The ease with which users could access multiple pages of results under infinite scroll no longer exists. Now, users need to click to view additional pages actively, and many won’t. This affects websites that rank beyond the top 10 results, as they now fall into a visibility void on page 2 and beyond.
This change forces businesses to re-evaluate their SEO strategies. For those ranking outside of page 1, the urgency to improve rankings becomes paramount. Long-tail keywords, content optimization, and technical SEO improvements using Google Search Console are just a few of the methods sites can employ to climb back to page 1, ensuring they don’t miss out on the bulk of search traffic.
As the SEO landscape shifts back to pagination, SEO strategies will need to focus on securing the top spots on page 1. Here are some approaches that will be key:
- Content Quality and Relevance: Creating in-depth, thought leader-level content is critical. Google’s algorithm continues to prioritize content that provides relevant, high-quality answers to users’ queries.
- Backlink Strategies: Websites will need to invest in building backlinks from authoritative domains in their niche, as this signals trustworthiness and relevance to Google.
- Keyword Optimization: Targeting long-tail keywords that have lower competition but high relevance can help businesses rank for specific, valuable queries.
- On-page and Technical SEO: Ensuring that technical elements like page speed, mobile optimization, and structured data are in order can help websites maintain strong rankings.
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The return to pagination has spurred debates on user experience as well as on whether this modification serves Google’s corporate interests more than the consumers themselves. Although Google says the change is meant to increase performance and efficiency, many SEO professionals are dubious and believe the movement may have more commercial drive.
Google’s advertising business is one of its primary revenue sources. By reinstating pagination, the visibility of ads on page 1 becomes even more critical. Users who were previously able to scroll past ads to view organic results more freely are now funneled into interacting with the top-ranking elements, which often include paid advertisements. This shift ensures that Google’s ad platform, Google Ads, continues to generate high click-through rates.
The first page of search results is the most valuable, and with pagination back in place, it is once again the most coveted space for businesses looking to rank. Ads occupy prime real estate above organic results, meaning that even if a website ranks first organically, it may still be buried beneath multiple Google Ads, forcing users to engage with paid content before organic options. As paid search becomes a more dominant force on page 1, businesses with higher advertising budgets gain an even greater advantage, potentially pushing smaller or medium-sized companies further down the page, where user engagement diminishes.
As Google increasingly pushes its own properties to the forefront of search results, there is growing concern that organic search results are becoming less relevant. In the context of pagination, this means that businesses that aren’t ranking within the first few positions on page 1, or worse, those that are pushed to page 2, may experience significant losses in visibility and traffic.
This shift reflects a larger trend in which organic SEO efforts must now contend not only with competitors but also with Google itself. While traditional SEO strategies have focused on improving content relevance and quality to meet user intent, these efforts may not be enough to secure top positions if Google continues to prioritize its own services over third-party websites.
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One of the most effective ways to improve your chances of ranking on page 1 is by producing high-quality, relevant content that addresses user intent. As Google’s algorithms become more sophisticated, content that answers user queries comprehensively and provides real value will have a higher chance of appearing in top positions.
- Focus on user intent: Ensure that your content answers the specific questions users are asking. Google’s search algorithm prioritizes relevance, so aligning your content with users’ exact needs is essential.
- Depth and comprehensiveness: Long-form, in-depth articles that provide thorough insights into a topic tend to perform better. Creating authoritative guides, case studies, or comprehensive resources can help improve your site’s credibility and ranking potential.
- Regular updates: Keep your content fresh by regularly updating it to reflect the latest trends, facts, and user preferences. Google tends to favor up-to-date and relevant content.
As the competition for short, popular keywords becomes increasingly fierce, especially with pagination limiting exposure to page 2 and beyond, focusing on long-tail keywords offers a strategic advantage. Long-tail keywords are often less competitive, but they can drive more targeted traffic.
- Identify niche-specific keywords: Use tools like Ahrefs, SEMrush, or Google Keyword Planner to find long-tail keywords relevant to your industry that have lower competition but high conversion potential.
- Create content targeting long-tail keywords: Develop content that specifically targets these keywords. Whether it’s blog posts, FAQs, or guides, make sure that the long-tail keyword is naturally incorporated into the content.
Backlinks continue to be a vital ranking factor. However, the quality of backlinks is more important than ever. A few high-quality backlinks from relevant, authoritative sites can significantly improve your rankings on page 1.
- Guest posting service: Contributing articles to high-authority websites in your industry is a proven way to build high-quality backlinks. Make sure your guest posts are insightful and relevant and provide value to the host website’s audience.
- Outreach and partnerships: Actively reach out to authoritative websites and industry influencers. Building relationships and earning backlinks from credible sources will help improve your website’s authority.
- Broken link building: Identify broken links on high-authority sites and offer your content as a replacement. This tactic can help you earn backlinks while providing value to other webmasters.
Given that Google’s own services increasingly dominate page 1, securing a spot in featured snippets or knowledge panels offers a critical way to stand out. These features often appear at the top of the search results, above organic listings, making them prime real estate for visibility.
- Answer direct questions: Featured snippets often pull from content that directly answers a user query in a concise, clear format. Structuring your content to provide quick answers within the text increases the chance of being selected for a featured snippet.
- Structured data: Implement structured data markup (schema) on your site to help Google better understand and categorize your content. Structured data is essential for securing spots in knowledge panels and other rich results.
Technical SEO ensures that your website is easy for both users and search engines to navigate. Improving technical aspects such as site speed, mobile optimization, and crawlability can enhance your chances of ranking higher on page 1.
- Mobile optimization: Since the majority of searches are conducted on mobile devices, Google places a high value on mobile-friendly websites. Ensure that your website is fully optimized for mobile use, with responsive design, fast loading times, and mobile-specific content considerations.
- Page speed: Google’s algorithm factors in page speed as a ranking signal. Use tools like Google PageSpeed Insights to identify ways to speed up your site, such as optimizing images, reducing server response times, and leveraging browser caching.
- Internal linking: Strengthen your internal linking structure to make it easier for search engines to index your content. Another strong internal strategy is schema markup, which can also improve visibility by implementing algorithms for crawlers in the back end of your website.
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With Google increasingly pushing paid ads and its own services to dominate page 1, businesses must consider integrating Google Ads into their marketing strategy to maintain visibility. This is particularly important for competitive industries where organic rankings alone may not be enough to secure a presence on page 1.
- Combine SEO with PPC: A hybrid approach of using pay-per-click (PPC) ads along with organic SEO can improve visibility and boost traffic. Google Ads allows you to compete for those top spots above organic results, while organic SEO supports long-term visibility.
- Focus on ad relevancy: Ensure that your ads are highly relevant to the keywords and search queries you’re targeting. Google rewards relevant ads with lower costs and higher positioning within the ad auction system.
As Google continues to shape the search landscape, its return to pagination and growing presence on page 1 have significant implications for SEO strategies. The changes reflect a broader shift in how Google prioritizes its own ads and services, which makes competing for organic visibility more challenging than ever. For businesses and marketers, this means that simply ranking on the first page might no longer guarantee significant traffic, especially when competing with Google-owned features like Google Ads, Maps, and Shopping.
The transition from infinite scroll back to pagination has reinforced the importance of securing those top spots on page 1. Websites ranking on page 2 or beyond face increasingly steep challenges in terms of visibility, as most users won’t click through to subsequent pages. This environment forces businesses to optimize their SEO efforts with an even greater focus on content quality, backlinking, and technical SEO, while also considering paid search strategies to stay competitive.
Building a strong SEO strategy must include a strong combination of diverse operations like guest posting or link-building strategies. If you are not an expert, it may be a good idea to meet our team from Gamit for an audit session. Different services that you are unfamiliar with can bring good benefits to your website. So, in this search landscape where Google’s own content dominates, staying on top requires a multi-faceted approach that embraces both paid and organic strategies.
About Author
Ion G. Tudorache
As a co-founder and managing director of GAMIT I am the first contact of our clients. My job includes setting project objectives and offering SEO consulting advice to customers. My professional background and experience working in the SEO industry are essential in developing efficient SEO strategies and designing innovative techniques.
