Google’s new Page Experience
Google’s new page experience algorithm update has begun, and will be complete by the end of August. The search giant described the process as being similar to adding flavouring to food saying, “Rather than add the flavour all at once into the mix, we’ll be slowly adding it [from 15 June to 31 August].”
This approach means sites aren’t expected to see drastic changes in their rankings, as has been the case with previous updates.
So what is Google’s page experience?
This latest Google algorithm update combines multiple signals that measure a website’s browsing experience into a ‘Google Page Experience’ score. This score can be viewed in the new page experience report in Search Console.
In order to achieve a good score, pages must:
- Have satisfactory Core Web Vitals (i.e. good speed, responsiveness and visual stability)
- Have no mobile usability issues
- Have no security issues
- Be served over HTTPS
- Not use distracting or interruptive advertising techniques
Google is effectively trying to produce a holistic picture of the user experience of your website, meaning those sites with great content AND a good page experience will enjoy better rankings.
How will it affect my rankings?
The update is currently only applicable to mobile search results, with a desktop rollout schedule for a later date. A key area affected is the Top Stories section, which is a big traffic driver for many news publishers. As part of the update, AMP (Accelerated Mobile Pages) is no longer a requirement for inclusion in the Top Stories carousel.
In addition, non-AMP content is being more widely used in Google News, and the AMP badging is no longer being used in search results.
Although Google Page Experience has some power, the search giant has worked to find the right balance between page experience, relevance and content. That means pages with relevant, user-friendly and informative content won’t necessarily be penalised for a lower page experience. Branded pages will also retain their rankings – because let’s face it, if a user searches for Aldi, they don’t want to be served results for Tesco.
How can I improve page experience?
Google has provided a selection of tests and tools to help site owners and SEOs with improving their page experience. Before, optimising for speed and user experience was a little hit and miss, but with these new metrics and a way to improve your Core Web Vitals, it’s now easier to do so.
Another way to improve your website’s page experience is to look at bounce rates and the time users spend on the site. The latter appears to be a significant factor when it comes to first page rankings, so ensure you’re providing users plenty of useful, relevant content that answers their questions.
If you don’t have the time to improve your site’s page experience, why not enlist a specialist search marketing agency such as Whitefish Marketing to help out? With extensive experience in page optimisation and UX, we’re ideally placed to deliver a great experience.
