Google is continually updating their service with numerous algorithm adjustments in line with improved technology and web user search intent.
They have recently announced another update to take place in May, which will include a new factor in SERP attention – Page Experience.
Alongside this, they have also launched a set of Web Vitals, which are benchmarks that will measure and help enhance the end-user experience.
So, when Google talks about page experience, what do they actually mean?
Every time a user visits your web page, they interact with it in several ways. How long they spend on a page, how fast your page loads, what they do on your page.
As of May, Google will be monitoring this a lot more closely.
There will be a focus on three key web vitals for your web page.
Page load time – how long is it taking your main content to have loaded.
- Stability – how stable is your page. Do you have lots of pop-ups or distractions that may annoy or make the end-user switch off?
- Interactivity – This is the time it takes the user to do something on your page – it might be a click or scroll.
You might now be thinking – ok, I will sort all these things out on my page, make sure it is fast loading, and all the visual indicators are in line – my rankings will soar?
It will certainly help to pay attention to these web vitals, but having an excellent page experience for the end-user does not trump having great page content.
The quality of your page content is going to be an over-riding factor in all this.
You Still Need to Act
If your pages fall below these new benchmarks that are coming, you are going to see a drop in page rankings, which in turn reflects on traffic.
So here are some actions you can be getting on with now to make sure your page experience, along with well-written, well informative content, will ensure you maintain and even improve your rankings.
This metric has been around for a while, but it is still surprising how many website owners do not pay enough attention to it.
In 2020 mobile search accounted for over 50% of traffic. That is quite a chunk of traffic, and Google will be looking at your page’s mobile-friendliness.
Make sure your pages are mobile-ready by leveraging browser caching and cutting down on re-directs.
Also, make sure your site structure is fully optimized for mobile.
Once again, nothing new here but so important. Google has found that a one-second delay in loading can decrease conversion rates by 70%!
Look at all ways you can improve your page loading speed.
A CTA or Call to Action seems to exist on most web pages in some form or another.
Make sure your CTA is short and transparent regarding the action required. Think of what the user will get out of interacting with that CTA.
Make sure your CTA buttons are well-designed appropriate for your site.
Content Has the Last Word
It can be easy to get caught up in the SEO world of measuring metrics that the actual content gets left behind.
AS we have already alluded to, the content will still play a critical role in making your page rank well in the SERPS.
Having great content on top of the page experience factors will make sure your page will ride high in the rankings.