Google had confirmed previously that it will launch the ‘Google Page Experience Update’, in May this year. It gave the companies a period of 6 months to prepare for the same. The update is set to highlight search results that have a great page experience with new labels in search results. A shift from its neutral policy of page interface will be seen as this update targets the poor page experience of websites. There will also be a visual indicator suggesting which of the search results have a great page experience. But before diving into the technicalities of the topic, it is important to gather information about what constitutes a page experience and why is it imperative to optimize it, especially for a Digital Marketing Company.
What is Page Experience?
Page Experience is a set of factors that determine the experience of the user with the website’s interface. It includes a set of metrics called the Core Web Vitals to measure the access experience involving interactivity, loading performance along with visual stability. It also includes other search vitals like the device friendliness, HTTPS, intrusive guidelines and browsing experience.
The higher the company scores on its page experience, better is the ranking on the Google search results. The page experience determines a number of opportunities and challenges to SEO performance and business of data and IT services. The visual indicators are a method to qualify the websites with high scores on page experience in order to ease the scanner from the user’s end. The indicated pages will have up-to-date criterion required for the updated page experience. Some of the previously existing signals include –
- Mobile Friendliness – The feature of multi-device visibility is a web development trend that is entering 2021 with a boom. This means that any site can be accessed on any kind of device, be it a mobile, tablet, laptop or a desktop. The interface of the website is developed in such a way that it provides ease of access on all devices.
- Safe Browsing – Security of the webpage that users interact with is the responsibility of the company. Thus, it is important that it made sure the website has no malware or harmful downloads or deceptive pages that could affect user experience. Web Security tools should be deployed or additionally invested from website management companies to ensure safe browsing.
- HTTPS – Safe browsing is also ensured through an SSL certificate that differentiates https sites from http. The certificate installed on the hosting environment ensures that transfer of users’ data is done by secure, encrypted connection. The safer the webpage, higher is the traffic and better is the score on page experience. This helps the company to rank above in searches.
- Intrusive Interstitials – Intrusive interstitials are essentially the pop up ads which appear on the pages you surf and block most or all of the content on the page leading to bad user experience on every device. They frustrate the user into coming out of that page result, thus giving a lower score. An unresponsive interstitial is making the page useless. Many Digital Marketing and commercial service companies have taken better care of this issue.
Inclusive of these factors, the update set to be launched in May will also include the following new metrics which will help determine the page experience and help selection get easier for users as websites complying with all such standards will be displayed at a higher rank in the results. These metrics are called the Core Web Vitals which can be divided as follows –
- Largest Contentful Paint (LCP) – Also known as loading, LCP measures the time it takes for the largest content on the website to become visible to the user. This notes down the loading time of the page, which, the faster, is better. The content includes, images, banners or video etc. Google advises the speed of 2.5 seconds to load the content for greatest page experience. Pages with LCP above 4 seconds are viewed poorly.
- First Input Delay (FID) – Also known as interactivity, it measures the time it takes for the user to interact with the web pages of your site. Removing the third-party scripts helps in keeping the code of your website lean, which in turn makes interactivity quicker. This improves overall user experience. FID of 100 milliseconds is a good score while above 300 milliseconds is considered poor.
- Cumulative Layout Shift (CLS) – Also known as visible stability, it measures the visual changes on the website while the user is interacting with it. A large number of visual changes can pose a challenge for the user to follow the thread of instructions or derive the concept of the content. A lower score increases chances of better page experience. Minimalistic changes can be incorporated. Websites with a score of 0.1 are considered good but those with more than 0.25 are poor.
Going into the details of Core Web Vitals is not necessary as any home service digital marketing company should be able to diagnose the issues related to page experience and fix them with you. These criteria need to be substantially fulfilled in order to increase business through SEO performance.
Page Experience Update and SEO Performance
Companies that provide Data and IT services and others which digitally market their products and services are going to be most affected by this update as they would have to reinvent market strategy to manage high score on page experience as well as maintain traffic.
- Websites built as Progressive Web Apps enjoy optimized user experience by allowing push notifications and access without internet connection.
- Digital Marketing companies will require a technical SEO strategy that goes beyond keyword optimization and link building. This includes strategic implementation of structured data to optimize voice search rankings and winning featured snippets.
- Impact on click through rates will be witnessed as indicators are being introduced to show which websites users should interact with. The click through rates means the number of people of every 100, who click your website link. As rates get higher, there is a better chance of outgrowing competitors on organic search results.
The mission for this update is simply to provide users easy access to information and make it useful. Irrelevant information will not be entertained, thanks to the indicators that are being tested in order to qualify websites as user friendly. To stay ahead in business, comply with web development strategists to upgrade your page experience for a higher score.
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