Google’s Page Experience Update is a significant change that aims to prioritize user experience as a ranking factor in Google’s algorithm. Rolled out on June 15, 2021, the update provides a more nuanced and comprehensive approach to page experience that combines various metrics, including speed, responsiveness, and visual stability, to determine a website’s ranking on search engine result pages (SERPs).
As the number one search engine, Google is committed to providing users with the best search experience possible. This is why the company has been emphasizing the importance of page experience for several years now. In 2020, Google announced its plan to launch the Page Experience Update, giving website owners and developers enough time to prepare.
So, what exactly is the Page Experience Update, and how does it work? Simply put, the update factors in various signals of user experience, including Core Web Vitals, mobile-friendliness, HTTPS, and intrusive interstitials, among others, to determine how well a website serves its users. Core Web Vitals, for instance, is a set of three metrics that measure loading speed, interactivity, and visual stability. Mobile-friendliness refers to how well a website performs on mobile devices, while HTTPS is a secure protocol for transmitting data over the internet.
According to Google, the Page Experience Update is not an entirely new ranking factor, but rather an extension of its existing page experience signals. However, the update has a more significant impact on rankings than previous signals. This means that if your website’s user experience falls short of Google’s standards, it may suffer in terms of visibility and traffic.
As a website owner, you need to take the Page Experience Update seriously if you want to maintain or improve your website’s ranking on SERPs. Here are some actionable steps you can take to improve your website’s user experience:
- Optimize your website’s loading speed – A fast-loading website is crucial for a good user experience. Use tools like Google PageSpeed Insights to measure your website’s loading speed and identify areas for improvement.
- Make your website mobile-friendly – More than half of all web traffic comes from mobile devices. Make sure your website is optimized for mobile devices, and all content is easily accessible on small screens.
- Ensure your website is secure – Use HTTPS to protect your website and users’ data from cyber threats. A secure website is also a trust signal for users.
- Fix any intrusive interstitials – Intrusive interstitials like pop-ups, overlays, and full-screen ads can annoy users and interfere with their browsing experience. If you must use them, make sure they don’t disrupt the user’s flow or cover essential content.
- Improve visual stability – Ensure that elements on your website don’t shift around during loading or scrolling. This can cause frustration for users and negatively impact their experience.
In conclusion, Google’s Page Experience Update is a game-changer for user experience and website ranking. By prioritizing page experience signals, Google is pushing website owners and developers to prioritize users’ needs and deliver better online experiences. Website owners who take the necessary steps to improve their page experience are likely to benefit from better visibility and traffic on SERPs.
