Google has advised site owners for many years to prioritize user experience (UX) in order to improve search engine optimization (SEO) rankings, but now Google has officially revealed five main signals that will be included in the page experience update, which will launch in May 2021.
This new algorithm for combining experience-level variables has a lot of consequences and things to think about. There are some practical steps you can take to take advantage of the impact of Google‘s latest algorithm on page rankings and stay on top.
What Does Google’s New Page Experience Update Include?
The guest experience that a website provides is the most important element in the page experience rating factors. This SEO algorithm tests facets of users’ experiences of communicating with a web page, providing webmasters with a one-of-a-kind opportunity to know precisely what to optimize for. Since we don’t know how much weight will be given to each signal, it’s better to think about all five:
- Web Essentials. This includes three user experience-related efficiency metrics:
- Largest Contentful Paint (LCP): Load speed is determined at the point in the page load timeline when the main content is most likely to have loaded.
- Cumulative Layout Shift (CLS): This is the period between a user’s first contact with a website and the browser’s start of processing the interaction.
- First Input Delay (FID): Visual consistency can avoid bothersome and unpredictable page content movement.
2. Compatibility with mobile devices. Designing a mobile-friendly website should be consistent across all platforms.
3. Data sent over HTTPS Your website should use secure technologies, such as an SSL certificate, to allow encrypted communication.
4. Mobile Intrusive Interstitials aren’t present. Intruding popups should not be shown to mobile users who click through from a Google search result.
5. Secure Browsing. Malware, harmful downloads, and misleading advertising should not be present on your website.
We all know that Google favors user-friendliness when ranking websites; but, as Google points out in their blog, a great page interface does not always trump great content. While technical SEO metrics are essential, Google will still prioritize relevant content for searchers when ranking websites.
Page Experience Visual Indicators
Google also announced that it would implement a visual indicator to identify search results that meet all of its page experience requirements. We don’t know the exact shape, scale, or location of these indicators yet, but there’s a fair chance that users would favor these sites over others.
Understanding These Signs and Making the Required Changes
Some believe that this latest change would not actually help SEO because of factors that already exist in Google’s search algorithms, such as the page experience update. This update may appear to be nothing more than a Google rebranding.
Even though this aspect of the update was deemed uninspiring by users, it may still have SEO implications. Knowing about Google’s updates ahead of time gives the site or success team more ammunition to concentrate on advancing the cause. Any official communication or update is helpful information to have.
The reality remains, however, that those interested in optimization techniques to boost search rankings should take the new page experience metrics seriously. Now is the time to plan, since there is still plenty of time before the latest update. Here are a few things to think about:
- Be aware of the metrics that Google will employ. Google itself offers an in-depth look at their measurement standards, which is helpful for advanced mastery.
- Conduct a site audit and optimize based on these new ranking signals, paying special attention to page load speeds, responsiveness, UX, mobile usability, and security. A variety of tools, such as Google’s mobile-friendly test, are available online that can function as performance checkers across devices.
- When it comes to future goals and actions, the SEO, UX design, and IT departments should all be on the same page.
Concentrating on optimization
So, what does this all imply for developers and other stakeholders? There are a few things you can do right now to improve your page experience:
- In the third quarter of 2020, mobile devices accounted for more than half of all global website traffic. Google has also stated that its algorithms primarily rank pages from a site based on the mobile version of that site’s content. So, if you haven’t already done so, you should make your page mobile-friendly by reducing redirects and code and utilizing browser caching. On smaller screens, a simple and responsive website design and structure is more appealing.
- This does not have anything to do with page speed optimization, but factors that improve interaction and conversion rates should not be overlooked. Calls to action (CTAs) are used on almost every website in some form or another to entice visitors to subscribe, sign up, or make a purchase. Remember that different consumers have different frames of mind, and your CTA should be tailored to them. Consider how the interaction will benefit the consumer.
- Of course, image compression can help provide a faster loading experience, but alt tags are also important for experience and ranking. It describes the appearance and function of an image on a page in HTML code and will be displayed if the image file is not loaded. Short, specific, and ideally keyword-dense descriptions will help a lot.