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Infinity Scrolling

Infinity Scrolling (Infinite Scrolling) is a special technique from the field of web design, which means “infinite scrolling”. The visitor never reaches the end of a web page: If he scrolls down, new content is automatically loaded at the same time. The website keeps growing and seems endless.

Alternatively, a button can be installed at the end of a web page, which visitors can use to load further content as required. This variant is often used on onlineShops and news sites. In addition to traditional web presences, this effect is often used for social media feeds, such as:

  • Twitter
  • Instagram
  • Facebook

Possible applications and advantages

With Infinite Scrolling, webmasters can ensure that visitors stay longer on the respective web page and consume more and more content. Since the web page is “infinite” and there is no end like for example a blog article, the visitor has to explicitly decide to close a web page. Appealing and entertaining content, on the other hand, motivates visitors to keep scrolling.

Most social networks use this technique to increase the dwell time of their users. For example, if the user had to access each tweet on Twitter via a separate link, the inhibition threshold would be higher, which would have an extremely negative impact on engagement. Instead, here the user can consume as much content in succession as he wants.

Infinity Scrolling is particularly well suited for mobile content. On tablet PCs and smartphones, operation via scrolling has long been a standard action, which is why this web design technique is particularly user-friendly on mobile devices.

Infinity Scrolling and search engine optimization (SEO)

In the field of search engine optimisation, linking individual contents plays an important role. However, linking is not necessarily always a given with infinite scrolling, as web crawlers find it difficult to analyse the dynamically generated content.

Crawlers can only index content that is displayed the first time the respective web page is called up. If additional content is only loaded during scrolling, the web crawler does not capture it. This can lead to a lower or non-existent ranking in the search results, which can have disastrous consequences. Google therefore provides some important tips on how page owners can make crawling easier for the Google crawler.

The most important advice is the so-called “pagination”. This is the division of content into individual web pages. The following rules should be followed during this process:

Each individual page must present unique content to avoid duplication during indexing.

  • The individual pages should not have too much content in order to keep loading times to a minimum.
  • Each individual page must be accessible via a unique URL.
  • Pagination not only has a positive effect on search engine optimization, but also increases user-friendliness at the same time.


Infinity Scrolling is realized via the script language JavaScript. Users who have blocked JavaScript in their web browser are presented with the paginated content like a normal web page instead, so that they can consume the content without JS.

What is Infinity Scrolling?

Infinity Scrolling is a special technique used in web design.

What does Infinity Scrolling do ?

It makes the visitor never reach the end of the web page, new content always appears and the web page seems endless.

Why is Infinity Scrolling important?

Because it makes the visitor stay longer on the particular page and absorb more and more content.


Infinity Scrolling is a design trend that definitely has its place in modern web development. By using this method not only the clarity of a web presence is increased, but visitors are also offered a better usability.

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