Instead of making searchers click to the next page of search results, Google is testing showing more results on the same page.
Google is officially testing a “more results” button in the mobile search results interface. Instead of having to click to the next page of the Google search results, a searcher can click the “more results” button, and additional search results will load below the current results.
We were able to replicate this feature test:
Danny Sullivan of Google confirmed on Twitter that this test has been running for the past few days.
It seems to be visible to many, if not all, searchers when searching Google on their smartphones.
Google first tested this more results button in a more limited fashion, but now searchers are seeing this test more often.
Google is always testing new user interfaces.