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Must Design
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As much as I love the smooth scroll in concept its SEO implications feel immense. Google, as a friend so accurately told me recently, indexes web PAGES. One thing that makes your website more valuable to Google is page spread.
Amazon has 1.4B pages (give or take) indexed. How can a 1 page smooth scroll site compete with that? Not sure it can, but interesting to try. What is clear is competing in the same way as Amazon built their now enviable content archive and partner network is impossible. That ship has sailed.
The only option is disruption.