Google announced that they are updating their ranking metrics in summer 2021 to include a factor called Page Experience. This is going to be an important element that directly impacts your website’s positioning on the search engine. As part of this initiative, Google already has launched Web Vitals—a series of benchmarks essential to measuring and enhancing the user experience on the web.
The page experience in a nutshell
Page experience includes all aspects of how users interact with a web page and how good or painful it is for them. This includes existing Google Search signals: mobile-friendliness, safe-browsing, HTTPS and intrusive interstitial guidelines.
It also includes metrics in Google’s Web Vitals. Currently, the focus is on three facets:
1. Loading, in this context, measures perceived load speed. That’s the point in the page load timeline when the main content is likely to have loaded.
2. Interactivity is the time from when a user first interacts with a page—a click or a tap, for example—to the time when the browser begins processing that interaction.
3. Visual stability has to do with preventing annoying and unexpected movement of page content.
Why it matters
If your user experience is ranked higher by Google, your site will appear higher and be more prominent in search results.
Google itself is clear about the increased weight they’re going to give to page experience. After all, a terrific page experience lets people get more done and increases engagement.
What you need to do
Now is the time to review your website, looking at factors such as page load speeds, responsiveness, UX, mobile usability and security, to find areas that can be optimized in light of the Google algorithm changes. Investing that time now will ensure your site performs at the highest level when the new ranking signals go live.
Summary of changes
- Google plans to update its algorithm in the summer of 2021 to include a factor called Page Experience.
- This includes existing Google Search signals such as mobile-friendliness, safe-browsing, HTTPS and intrusive interstitial guidelines.
- It also includes metrics in Google’s Web Vitals having to do with a site’s loading speed, interactivity and visual stability.
- For site owners and others, understanding these signals and making the necessary changes should be a priority.
- Among the steps to take are optimizing for mobile, improving page load speeds, fine tuning CTAs and including alt text for images.
Mower’s SEO, UX design and digital development teams always prioritize user experience for the websites we build and maintain for our clients—optimizing for fast load times, overall site security and mobile-friendliness—and we’re ready to help with yours. To start a conversation, contact us today.