Page experience

Google’s page experience update

Google’s page experience update was recently rolled out.Learn how this will impact you.

What does the Google page experience update signify, and why you should we pay attention to this update?

This is why; the below is from Google’s blog:

We believe that providing information about the quality of a web page’s experience can be helpful to users in choosing the search result that they want to visit. On results, the snippet or image preview helps provide topical context for users to know what information a page can provide. Visual indicators on the results are another way to do the same, and we are working on one that identifies pages that have met all of the page experience criteria.

What exactly is the page experience about?

Google elaborates: Page experience is a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value. It includes Core Web Vitals, which is a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page.

When will it roll out?

From June 2021 on, page experience will become part of Google’s ranking algorithm alongside other search metrics to measure and rank the overall responsiveness and experience of websites surfacing in its search results. This means that more than ever before, page experience will be front and center in the race for Google’s top spot – if you fail to keep up, your business will fall behind.

The page experience signal is a combination of the core vitals which Google describes as loading, interactivity, ad visual stability and existing search signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guideline.

How do you optimise your website for the page experience update?

The first step that you need to take is head over to the search console.If you do not have search console yet, please check out my post on Search console. Now more that ever, It is important that you have a Google search console account. Because with this new update you can test a whole lot of functionalities and fix issues. There are several tools that will help you identify issues and fix those.

Secondly, the console will help you identify areas for improvements in your website’s performance, and you can work towards optimising your content for higher conversions.

With this update Google also clarified the change for non-AMP content to become eligible to appear in the mobile Top Stories feature in Search. Any page that meets Google’s news content policies will be eligible and they will prioritise pages with great page experience, whether implemented using AMP or any other web technology, as they rank the results.

This is excellent news for many sites that are providing great user experience but were not in the mobile top stories feature search results. This update changes that.

Just to summarise this update:-

For quite a few years now Google has been talking about some of its core ranking factors, it started way back on 2015 when Google’s top three ranking factors were published. About the same time webmasters started to enable encrypted https sites so that visitors have a safe browsing experience. Close to heels of the https changes came in the increased focus on mobile friendly elements and AMP. And now this update on page experience.

One important note before you start optimising your web pages for Page experience. Google will not override content over page experience. They will continue to rank pages with the best overall content. In the case of websites that have a lot of similar content, it is only then that page experience may get prioritised over content.

So, quality and unique content continues to be the heart of ranking. Quality Content + Page experience is the mantra going forward.

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