Google Maps Update: Local Finder Interface Abandons Pagination for Infinite Scroll
Major Shift in Google Local Search Interface
Google is reportedly experimenting with a significant change to the user experience within the Google Local Finder. Recent observations indicate that the traditional pagination bar—which allows users to jump between specific pages of local business results—has been removed. In its place, Google appears to be implementing an infinite scroll mechanism, fundamentally changing how users discover local services and businesses.
What is Changing in the Local Finder?
For years, the Google Local Finder (the list of businesses that appear alongside the map in local search results) utilized a pagination system. This allowed users and SEO professionals to track exact rankings and navigate through a set number of results per page. However, latest reports suggest that as users scroll through the list of business profiles, the interface now automatically loads additional results without the need to click a ‘Next’ button or a specific page number.
This transition to infinite scroll is a common trend across many modern web platforms, designed to reduce friction and keep users engaged with the content for longer periods by eliminating the interruption of page loads.
Community Reports and Observations
The change was first highlighted by members of the search community on X (formerly Twitter) and the Local Search Forum. Notably, user SEOSage observed that the “see more” options previously found in the Local map pack results have vanished. Some users have reported that in certain instances, the results seem to stop abruptly after 20 Google Business Profiles (GBPs), raising questions about whether this is a deliberate design choice or a technical glitch.
Feature or Bug? A History of Interface Instability
It remains unclear whether the removal of pagination is a permanent feature update or a temporary bug. This uncertainty stems from Google’s history with this specific interface. In November 2025, the search community experienced a similar anomaly where the local pack interface behaved erratically, jumping unexpectedly to the ‘Places’ tab.
If this is a permanent feature, it could have significant implications for local SEO tracking tools that rely on pagination to determine the precise position of a business in the local rankings. Infinite scroll makes “page-based” ranking metrics obsolete, forcing a shift toward “position-based” tracking.
Impact on Local Business Visibility
The shift toward infinite scroll generally benefits businesses that can maintain high engagement, as users are more likely to continue scrolling. However, for businesses ranked further down the list, the lack of clear pagination might make it harder for users to gauge how many options are available, potentially altering the click-through rates (CTR) for those not in the top few positions.