User experience (UX) is an essential aspect of good web design. It’s also becoming increasingly important for search engine optimisation (SEO), especially in light of a recent announcement made by Google. From 2021, Google is adding a search ranking update known as “Page Experience”.
What is Page Experience?
Page Experience is a new set of signals by Google to see what it’s like for a user to interact with a web page. This algorithm measures the experience of browsing a website based on things such as whether the page:
- Loads quickly
- Is responsive to user interaction
- Is mobile friendly
- Features annoying or intrusive ads
- Is visually stable (content doesn’t unexpectedly shift when scrolling)
Websites that offer a better user experience will be ranked higher in relevant search results while those that offer poor user experiences will be penalised.
How Important is UX Compared to Other Website Ranking Factors?
Once live, Page Experience will be among the hundreds of signals that Google uses to rank search results. UX will be right up there with quality of information and content when it comes to how your web pages will be ranked. In cases where there are multiple pages that are similar in content and relevance, UX will be the key decider on who gets ranked higher.
How to Prepare for Page Experience
Page Experience is fundamentally built on the Core Web Vitals. These are real-world, user-centred metrics that score web pages based on three main categories:
- Largest Contentful Paint – Measures load speed and marks the point when the main content has likely loaded. To provide a good UX, this should occur within 2.5 seconds of when the page starts loading.
- First Input Delay – Measures responsiveness and how it feels for users to interact with the page, e.g. click on links, scroll. To provide a good UX, pages should respond to interactions within 100 milliseconds.
- Cumulative Layout Shift – Measures visual stability and quantifies the amount of unexpected layout shift of visible page content – i.e. does the web page jump around as it loads. To provide a good UX, pages should maintain a CLS of less than 0.1.
To help businesses prepare and get a better handle on Core Web Vitals, Google has updated popular tools. This includes Lighthouse and PageSpeed Insights which now offer information and recommendations related to Core Web Vitals.
Contact Plezzel for Help With Your Digital Marketing
Your digital presence is an essential part of your brand. It affects how successfully you can generate leads and reach potential customers. At Plezzel, we help real estate agencies reach the right people with our innovative digital tools and strategic digital marketing campaigns.
If you want to learn more about how we can help, please get in touch with the Plezzel team.