When it comes to SEO, if there's one piece of advice that you'd always hear from digital marketers...it would be "content is key". But now that everyone is levelling up their content marketing, how does Google choose to rank competing content rich websites? The answer is...Google's Experience Page Update!
This is BIG! It is the latest addition to the Google ranking algorithm that has started rolling out this June (2021). Although it has been a ranking factor in a roundabout way in the past, the Page Experience Update is going to be a major ranking factor.
First of all, what is page experience?
It's a measure of how well a web page performs in terms of loading, interactivity, visual stability, mobile-friendliness, safe-browsing, HTTPS, and intrusive interstitials (like pop up ads).
You'd be wondering how on earth Google can monitor user experience....how can they be in a viewer's head?!? Presenting...Core Web Vitals.
Core Web Vitals
Using Core Web Vitals, Google will measure your page's user experience performance based on three aspects - loading, interactivity, and visual stability.
- Largest Content Paint (LCP): is used to measure loading performance. A good LCP is within 2.5 seconds of when the page first starts loading.
- First Input Delay (FID): is used to measure interactivity. A webpage has a good user experience if it has FID of less than 100 milliseconds.
- Cumulative Layout Shift (CLS): it is for visual stability. Webpages should have a CLS of less than 0.1 to give a good user experience.
Other UX factors
Aside from the Core Web Vitals, here are other factors in measuring your website's performance.
- Mobile-friendliness: Checks how well your site performs on mobile devices.
- Safe browsing: Inspects the safety of your page from malware and malicious content.
- HTTPS: Scans your pages to make sure you are using a secure HTTPS connection.
- No intrusive interstitials: Checks if your page has pop-ups or ads that result in the difficult reading of content for the user. Login pages or legally required interstitials however are not considered to be intrusive.
Note that Google stated that page experience is not a ranking score, but each element has its own bearing in the overall ranking process. Moreover, if your website has positive performance signals, your Google ranking will definitely improve, while negative performance feedback could get you a lower ranking.
Tools to check your Core Web Vitals
The time has come to prioritise your website's performance. Focus not only on your content but also on User Experience (UX). There are several tools available to check your Core Web Vitals.
Optimise Your Page
Once you've checked your site's performance, you can now use these reports to optimise and improve your website. Remember that having a positive page experience also means that you're providing an easy and great browsing experience to your web visitors, who will be more likely to remember you and take action as well as boosting your Google ranking.
If you'd like some guidance checking your site's core web vitals, I'm just a chat away. We love helping regional business owners with their website woes and digital marketing dilemmas. You can call me 0403 055 330 (NSW Australia) or book a session. Our web health check is FREE! Book your slot today.
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