Last year, Google announced that it would be rolling out a “Page Experience update” in May 2021, introducing new metrics for the experience of using websites. From the time of the update, this data will be a major ranking factor for websites in Google search results.
The update is coming and it's worth being prepared. Let's take a look at how you can prepare for the upcoming changes.
How does the new ranking factor work?
The factor that the May update brings is actually a combination of a new set of metrics called “Core Web Vitals” and existing website experience indicators. The ultimate goal of this update is to make websites more optimized for users than ever before.
Existing user experience indicators include several essential elements, namely: pop-up window optimization (e.g. pop-up ads that make it difficult to view websites on mobile devices), mobile-friendliness, web browsing protection, and HTTPS (security).
On the other hand, the new set of indicators, Core Web Vitals, includes the following metrics:
Largest Contentful Paint (LCP)
LCP is a metric that relates to the loading time of your website. It is based on the time it takes to load the largest image or block of text, and preferably it should not exceed two and a half seconds.
First Input Delay (FID)
FID is an indicator of interactivity. It is calculated by lithuania phone number data measuring the time that passes from the moment of the first user interaction (e.g. clicking on a link) to the moment the website responds. Your FID should be less than 100 milliseconds.
Cumulative Layout Shift (CLS)
CLS measures the visual stability of your website by calculating the total number of unexpected content shifts. Content shifts occur when visible elements on your website move from their original position (which is why we call them unstable elements). An ideal CLS score is below 0.1.
Core Web Vitals metrics datasetSource: Web Vitals
To help you gain insight into your Core Web Vitals data, Google has already updated its developer tools and developed the Core Web Vitals report . Using these tools, you will be able to assess the performance of your website and see what you can improve to provide a better experience for your users.
Before we continue, it's worth emphasizing that content should always be a priority. Even if your website's performance is completely flawless, it won't be enough to satisfy users if the content itself isn't useful, relevant, and up-to-date.
Why is the new Google algorithm important to you?
Poor website design, slow loading, dead /broken links , and similar shortcomings will definitely cost you visitors. Research in 2020 showed that 89% of consumers would switch to a competitor due to a bad experience on a website.
An even better example can be found in a study conducted by Google itself. The results showed that the possibility of an increase in bounce rate on mobile devices increases by 90% if the loading speed drops from 1 second to 5.
So, there's no doubt that the success of your business practically depends on the user experience. After all, customers are the main reason for the digital transformation of a business, and a quality UX strategy could increase your conversion rate by a whopping 400% .
Digital presence is crucial for survival in the business world. Therefore, an improved tool for assessing and improving the user experience on your site is something that should definitely be utilized to the fullest.
How to prepare for the Google Page Experience update
Now that we've highlighted the importance of the new ranking factor, it's time to look at how you can prepare for it. Below, we'll highlight a few things you can do right now.
1. Study the tools and metrics
To be able to turn the new page experience factor to your advantage, it is advisable to familiarize yourself with it in advance. There is already a wealth of information about Core Web Vitals data that you can study.
Once you have a detailed understanding of how to calculate LCP, FID, and CLS metrics, master the tools to calculate these metrics yourself. Also, don't forget that the Core Web Vitals report is now your best friend.
Studying all these elements may take some time, but it will definitely be worth it, especially after the update itself. This way you will arm yourself with knowledge and adapt your website in advance to the upcoming changes.