What to expect from the Google page experience update rollout

Google’s new update, known as the ‘Google page experience update’, will take effect from mid-June 2021 and will roll out until the end of August 2021. Being aware of these changes is important for your business or organisation to ensure your web page rankings aren’t affected.

But what is this new update?

The Google page experience update is a new ranking algorithm that ranks web pages based on the user’s perceived experience of web page interaction. Basically, it is all about how Google think web users will interact with your web page and whether they will have a positive or negative experience. If Google’s new set of metrics, known as Core Web Vitals, measures a poor experience then those web pages are less likely to rank in the position they currently stand.

What are Core Web Vitals?

Core Web Vitals are technical metrics specifically related to responsiveness, visual stability and speed of a web page. Page experience is vital to entice and maintain consumer interest and it isn’t just about what a web page looks like. How quickly a page loads and whether it is mobile friendly are key requirements when it comes to what users’ desire but also contributes to page experience results. The impact of relentless disruptive Ads and whether your website runs on Hypertext Text Transfer Protocol Secure (HTTPS) are also some of the vital stats measured when it comes to a successful page experience for consumers. It is these Core Web Vital metrics that collectively measure where to rank your web page. Getting these spot-on is vital for the successful future of your business in the competitive online marketplace.

We have all come across it before… a slow loading page that jumps and flickers about the screen while it loads with blurry images and text difficult to digest. To ensure users have a positive experience when visiting your web page Cumulative Layout Shift (CLS) measures the stability of a web page while loading and this also contributes to the success of your page rankings. To ensure your user experience is successful, web pages need to load successfully and with a solid presence. For this reason, be sure to focus on the quality of content, organisation and optimise for mobile.

Google have made it clear that page experience doesn’t rank a page alone and that having high quality, informative and relevant content is still key to higher rankings. Repetitive content across several pages will impact rankings as this contributes to page experience.

What is clear is that to rank highly you need to focus on the full experience for your customers. Speed and the ease of navigation around web pages that are sleek and appealing, as well as content that draws people in and captivates their interest is vital for success. Right now with the demand for online search and shopping dramatically increasing there couldn’t be a more perfect time to be sure your web pages provide the best experience for your audience.

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