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It’s Time to Bring in Page Experience to Google Search Result

It’s no secret that user experience (UX) plays a significant role in a successful online business. UX interfaces users with your products to satisfy users’ requirements, and accomplish business goals. Indeed, even Google expressed that UX is a fundamental factor in search engine rankings. You can achieve this if your site is delivering what users expect and stay up-to-date with algorithm updates. But it’s challenging to achieve UX as it includes many elements to sustain a high ranking and user loyalty. And to avoid all the unnecessary panic around, Google Page Experience Algorithm has started rolling out & updates are on the way anytime in August. 

Many of the digital entrepreneurs know about the term, and a few are still unaware. Therefore, in this blog post, you will understand page experience in-depth before introducing it in the market and implementing it. 

What is Page Experience in Google Search Results?

Is your website well-optimised? Is it ranking well on SERPs? Remember, unoptimised websites means low ranking on SERPs, which leads to losing potential customers and visibility. Here comes the role of page experience that will make your website most valued by Google. 

Page Experience is considered an SEO-specific term for a new metric that Google will launch in May 2021. It estimates the usability of a site from the user’s perspective. Page experience in SEO mainly focuses on the user experience and optimises it to rank high on search engines. Significant search engines seamlessly update algorithms to acquire positions based on authenticity, credibility, usability, and relevancy. It very well aligns with Google’s purpose: “to organise the world’s data and make it universally accessible and valuable.”

A Google page experience is a set of signals that measures the understanding of user interaction with a web page. For this whole process page experience, Core Web Vitals is used, a set of metrics that measure the user’s experience in terms of interactivity, loading speed, and visual stability of the page. Here’s a brief overview of this:

Three Core Web Vitals You Need to Know

With the launch of Coral Web Vitals metrics for the Google Page Experience update, businesses must adapt and evolve this into their strategies. Page Experience includes three vital points – loading, interactivity, & visual stability. The progressing set of metrics allows Google Algorithm to get a clear picture of how many users browse their web page. It, further, results in enhancing the website user experience.

  1. Loading Time

Google’s core web vitals allow you to measure the website’s loading speed. The slow loading speed can be an indication of negative page ranking and push back your traffic. You can test the pace with the Largest Contentful Paint (LCP) signal in page experience- the primary metric on most Lighthouse reports. 

  1. Interactivity

Interactivity is the real-time from when a user arrived on your webpage and invested a reasonable amount of time browsing the page or clicking on the links. You can test the interactivity with the First Input Delay (FID) signal. 

  1. Visual Stability

It is the estimation of how much of the screen content is affected by the movement of the website’s elements. The elements include the height/size of the image, text font size, clickable buttons/CTAs not working due to slow-site loading. These are tested with the help of CLS to avoid instability. Usually, the visual score of your website includes three categories-

  • Great if it’s less than 0.1
  • Need improvement if it’s 0.1-0.25 
  • Poor if it’s above 0.25 is poor

Essential Factors of Page Experience

There are also essential factors, or you can say a few other search signals on which page experience will run. It gives a clear picture of how the page experience in ranking will run. To understand better, let’s have a brief look at these factors.

Mobile-Friendliness

This year, there are an expected 3.5 billion smartphone users, with this number rising to 3.8 billion in 2021.Statista

It clearly indicates that websites that aren’t mobile-optimised won’t fetch maximum traffic. Google, as of now, favours websites that are optimised for mobile users. All Google wants is to display mobile-friendly searches for users.

Thus, Mobile-Friendly Test lets you understand whether your page is mobile-friendly or performs well on mobile devices. 

Safe Browsing

Nobody wants loopholes or cracks, allowing hackers to hack the site security easily. We all know how serious Google is on safety and helping users stay away from unsafe websites in search results. After all, if the top-listed search results harm users, it won’t look good on Google at all. Therefore, the upcoming page experience with coral web vital metrics helps identify if the indexed site includes any malicious code or misleading content.

Security Issues report guarantees that your site includes malware, tricky content, and any security issues/risks. You can likewise examine your site to check whether any issues spring up as of now. 

HTTPS

Google consistently favours secure websites with a Secure Sockets Layer (SSL) certificate. There’s a vast difference between HTTP://and HTTPS://. Do you know which one is most preferred? The latter is secured. Thus, Page experience will permit you to have HTTPS websites that encrypt the information travelling between the user and the server. It allows hackers to stay away from your website data as it is hard to crack. 

No Intrusive Interstitials

Interstitials are a kind of advertising pop-ups that appear in between when a user is viewing your content- like a pop-up to sign-up for something, legal notice, another web page, etc. 

Google rebuffs those websites using a webpage pop-up to frustrate their users from accessing their web content. These nasty pop-ups are hard to dismiss resulting in a poor user experience. They keep on showing up when a user clicks on your website to access the content. 

Google makes sure that no intrusive interstitials come in between when a user is viewing your content. Google’s page experience update improves your technical SEO by getting you on search engine rankings. No Intrusive Interstitials factor will help your website show no pop-ups or other content to the users to avoid blocking the webpage and build a good UX.

Now that you have a clear idea about page experience let’s proceed on how it will affect the ranking part.

How will Page Experience Affect the Ranking?

Once we make changes in our roadmap, page experience is added to the set of signals that Google considers while measuring the search engine rankings.

Page experience has turned out to be a need-to-do practice. Remember, Google always looks for the ideal ways to rank the pages that are informative & user-centric, delivering a better user experience. People usually have a mindset that a good page experience doesn’t override a great page’s content. However, several pages look similar and relevant. For all such pages, the page experience concept is essential in increasing page visibility in SERPs.

Time to Bring Page Experience to Google Search

Google has noticed a 70 per cent increase in users’ engagement with Lighthouse and Page Speed Insights. A slight positive shift in the Search Console’s Core Web Vitals indicates improved overall page performance. 

With the announcement of introducing page experience signals for ranking, Google highlights the efficient metrics that will be secure and safe. With page experience in search ranking, the change for non-AMP content will also appear in the top mobile stories feature while doing searches. Google will prioritise the excellent page rank experienced, whether using AMP or any other advanced web technology. 

A Perfect Way to Highlight Great Experiences in Google Search 

  • Google believes that highlighting the quality web page’s experience is helpful. It is an easy way for the users to choose the search results they want to visit. 
  • A snippet preview provides topical context for users to know the information that a page can provide. 
  • Visual indicators are a great way of highlighting the great experiences in Google search. Google is putting its primary motive on identifying the page that meets all the aspects of page experience. 

The Tools Publishers Need for Improving Page Experience

To kick off these changes, Google has also released tools to improve its page experience. 

  • It Prefers doing a site-wide audit of your pages to check for the spaces where you need an improvement. 
  • Search Console’s report for Core Web Vitals gives you an overview of your site performance and helps you to know the issues that it is facing. 
  • After getting the overall review of your site, the next step is to take the assistance of Page Speed Insights and Lighthouse to fix the issues that you have identified. 
  • Visit the web development or vitals tools to take a deep dive into the list of tools you need to get started. 

Another tool like

  • AMP is one of the cost-effective ways to achieve excellent page experience outcomes. The analyses done by AMP let the pages achieve their goals. If you’re an AMP publisher, you must check out the latest AMP Page Experience Guide so that publishers like you can take actionable tips. 
  • Google supports AMP content in Google Search, which links to that cache-optimized AMP version to deliver the best possible outcomes. 

Wrapping Things Up

To conclude, user experience has always been an important part when it comes to achieving website goals. Google will adore you if your website is following the current updates/trends and is more user-friendly. But, if your users are unhappy browsing your website, then Google won’t rank that website as high in the long run. Google’s mission is to assist the user in finding more relevant and quality sites for the web at Google search in an easy way. Heading this primary motive, they highlight the best page experiences so that the user can find whatever they are looking for without any trouble.  Thus, Page Experience plays a vital role in the SEO ranking factor as it focuses more on your technical aspects.

This blog post is all about the page experiences in Google search. The introduction of this new concept by Google will surely improve the web page ranking and help publishers reach their website goals in great website performance, fast, responsive, etc. 

So, don’t wait for others to use it first and share the experience with others. Grab the opportunity, be the first to leverage this valuable Google’s update, fix your issues, and share your experience with us in the comments below. For any other information, feel free to get in touch with our experts!

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