Google

How to Manage the Ranking Impacts of Google's Page Experience Update

Jun 29, 2021

Google began rolling out its new Google page experience update in June. The gradual rollout is expected to be completed by the end of August 2021. The update isn't expected to drastically change Google's search results; however, it could impact the ranking of some sites.

What Is the Google Page Experience Update?

Google page experience is a Google algorithm update intended to measure the user perception of what it is like to interact with a web page. It takes into account five different signals:

  1. Core Web Vitals
  2. Safe-browsing
  3. Intrusive interstitial guidelines
  4. Mobile-friendliness
  5. HTTPS usage

Safe-Browsing

This signal measures whether your page is free of malicious or deceptive content. Hopefully, you already have procedures in place to ensure your site is secure, but you can double-check with this Google tool.

How Will the Update Affect Your Ranking?

Google takes hundreds of signals into account when determining how to rank search results. Page experience is one of the most important signals; however, the quality of the content on the page is still the most important factor. Where this update will make the most difference is in search results where there are many pages with content of similar relevance and quality for a given query.

How To Maintain or Improve Your Ranking

The most important thing is to ensure that your page has high-quality, relevant, and useful information because that will still be the biggest factor in your ranking. After that, focus on the various signals that make up the Google page experience update.

Core Web Vitals

Core Web Vitals focuses on interactivity, loading time, and visual stability. Aim for a largest contentful paint time of no more than 2.5 seconds, a first input delay that is faster than 100 milliseconds, and a cumulative layout shift score of less than 0.1.

Mobile-Friendliness

Google has been emphasizing mobile-friendly web development in its search rankings for a while now. You can test how well your site ranks in this category using this Google tool.

HTTPS

This signal gives preferences to sites that offer a secure connection by using HTTPS. You can tell whether your site's connection is secure by checking the icon displayed to the left of the web address.

Intrusive Interstitials

Interstitials are also known as "pop-up ads." Many sites use interstitials that users must dismiss before they can view the main content of the site. These became a popular way to force users to view content they might otherwise ignore. However, many users find these interstitials annoying, particularly when using mobile devices and Google has been penalizing sites for intrusive popups since 2017. You can improve your Google page experience update ranking by not using interstitials.

The good news for web developers and site owners is that the Google page experience update should reward sites developed with the user experience in mind. However, combing through your site to make sure it meets the new guidelines can be time-consuming. Contact the team at ScaledOn for a free website audit worth up to $1500.

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