infinite scroll

Search bots render a page once at a fixed viewport. They do not scroll and they do not press “load more.” Google states plainly that its crawlers “don’t ‘click’ buttons and generally don’t trigger JavaScript functions that require user actions.” So any product, article, or listing that only appears after a scroll event can stay invisible to Google, even though a human sees it fine.

The fix is a paginated backbone under the scroll

Give every chunk of content its own persistent URL (for example ?page=2), keep that URL’s content stable on every load, and link the pages sequentially with real <a href> tags so Googlebot can walk the series. Each paginated URL should self-canonicalize (page 2 points to page 2, not back to page 1), and an out-of-range request like ?page=999 should return a 404. Update the visible URL with the History API (pushState) as the user scrolls, so a shared link lands on the right chunk.

This differs from lazy-loading images, which is safe when tied to an IntersectionObserver rather than to a scroll gesture. Infinite scroll is a navigation problem; lazy loading is a rendering one. Confirm your setup with the URL Inspection tool in Search Console: if the deeper items are not in the rendered HTML, Google cannot index them, and AI answer engines cannot cite them either.