The advantage of using Infinite Scrolling on your website.

Although infinite scroll may seem like something only for a front-end user, it is still possible that Google crawlers may still scour your website. If the rel="prev" command is properly implemented, the Google bot can endlessly scroll through your website's entries.

The drawback is the existence of "paginated" pages may break the visiting Google bot and can affect the way it indexes your website. It is also not possible to implement event tracking so certain analytical tools may not be used. Analytics may have to be implemented in the back-end of your website with your own in-house tools.

Why should I implement infinite scrolling into my website?

The prime reason why one may want to use infinite scrolling in their front page is to retain users. This is especially desired by bloggers or news outlets that want users to browse everything that their website has to offer. With more views and user engagement, this can lead to increased advertising revenue or product sales.

Infinite scrolling is also commonly implemented into social media websites that have constant user interaction. Twitter is a great example in which the user can be bombarded with updates from what they are interested in. If Twitter only generated static pages, it would be rather difficult to discover new content.

Mobile users also desire infinite scrolling websites. Since pecking with one's fingers can only do so much, it is highly desirable that content may be easily browsed through on a mobile browser. Infinite scrolling websites must also be adaptive to fit in small screen resolutions so that it turns into a click-bait machine.

Forget about having a footer.

The footer is an essential part of any website but it is not really viable in an unlimited scrolling website. Even if a footer is implemented, there is no incentive for the user to touch the bottom of the screen to see your copyright information or other info that you have in the footer space. This information may have to be put at the top or in your about page but it may be completely glossed over by users anyway.