Google is currently rolling out a significant change to its search results: the removal of “continuous scroll” in favor of traditional “Next” button pagination. While this transition is intentional, it has introduced a frustrating temporary bug that local businesses need to be aware of.
The Problem: A Broken “Next” Button
Many users are currently finding that the new “Next” button, which is supposed to lead to subsequent pages of results, isn’t working or is unresponsive. This is a technical glitch on Google’s part, not a permanent feature.
The good news: This issue will eventually be fixed by Google engineers.
The bad news: Until it is resolved, this bug creates a massive roadblock for users trying to find local businesses that aren’t on the immediate first page of results (the local 3-pack).
The Inevitable Dip in Organic Traffic
This technical issue is happening right in the middle of the crucial November and December holiday season. The friction caused by a non-functional “Next” button means fewer people will discover businesses deeper in the search results.
Users won’t wait around for the button to work; they will likely refine their search, try a competitor on page one, or give up entirely. For businesses that rely heavily on organic search, this temporary glitch may result in a notable dip in inbound organic traffic and new customer inquiries during this critical spending period.
Strategic Pivots to Compensate
While we wait for Google to patch the bug, local businesses should pivot to take control of their visibility. The most reliable way to guarantee placement right now is through strategic paid advertising.
Consider leveraging Google Ads to:
- Ensure Visibility: Secure top-of-page placement above the organic listings where the current bug is less likely to affect clickability.
- Target Immediate Needs: Use ads to capture high-intent users who need a service now and won’t browse past page one.
- Bridge the Gap: Maintain lead flow while your organic position is temporarily suppressed by the technical glitch and the broader algorithmic changes.
By diversifying your approach and taking command of paid channels, you can mitigate the impact of Google’s current technical hiccups and secure a steady flow of customers during November and December.
