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Adding Page Experience to Google’s Algorithm

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In May of last year, Google announced that in 2021, changes would be coming to how the search engine ranks websites. They later revealed that in May of this year, search rankings would now take into consideration page experience. This came after they carried out their own internal and external research and found that users prefer sites that offer them a pleasant experience. With 3 months to go until the algorithm changes, our Belfast SEO experts explain what is happening and how you can prepare for it!

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What is page experience?

There is no better explanation than Google’s own words on what page experience is;

“The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimising for these factors makes the web more delightful for users across all web browsers and surfaces. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.”

In simpler terms, they are analysing how easy it is to use your website.

What does Google’s update mean?

Google simply want to help people engage more and make their experience more valuable. By adding page experience to their ranking algorithm, they aim to help users access information that relates to their search query in a fast and simple way. In addition, Google has also said they will include a visual indicator beside search results to inform the user which sites have a good page experience. But don’t worry – this will not be a priority over valuable page content when it comes to SEO rankings.

How can I prepare?

1. Check your speed

Ensure your website is loading fast because if not, users are going to go find a better one (perhaps your competitors!). This also indicates to Google that your website does not have a great page experience which will affect your search engine ranking. Reducing your image file sizes and optimising them can be an easy place to start. Aim to get your website loading in under 3 seconds and this should combat the issue!

2. Analyse your design

Is there an easier way to get your customer to your product pages, or more importantly, to the checkout? If you’re noticing customers dropping off your website at a certain point, invest in a colour-coded heatmap. This will be able to tell you which parts of your website are getting the most attention and which parts are getting ignored. From here you will be able to make the appropriate UX changes to develop a better page experience!

3. Check your competitor’s website

Our Belfast SEO team always say, ‘Don’t just compete, dominate’. This is why you should check how your competitors are offering a good page experience to determine how you can come out on top. Perhaps check how easy it is to make a purchase on their website or see where Google has ranked them.

Read Google’s full statement here.

The user experience should already be a key factor of your website long before this update. This algorithm update isn’t a massive hurdle for website owners but still important. If you require some assistance in revising your page experience, Vindicta Digital are happy to help! Give us a call today.

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