Your Website and Changes to the Google Search Page Experience

May 21, 2021

In the fall of 2020, Google® announced a “User Page Experience” update. 

A few big questions still remain for small business owners, advertisers, and web developers. Those answers are starting to emerge with the recent critical updates over the last several months. First, Google  Search Page Experience is a part of the more extensive Core Web Vitals Metrics initiative from May 2021.

By using these field metrics and tooling, developers can qualitatively understand the site’s user experience. Business owners can improve online sales. PPC advertising will benefit from a greater return on ad dollars. 

Why is User Page Experience Important?

In short, you the user want better page experience. Search engines must continue to find ways to rank sites, to bring the user the top results for their search keywords, thusly, weeding out poorly managed sites. This is what makes Google, well…Google. The better they are at getting you what you want, the more you choose their search engine and increases their value. Google ascertains the page experience plays a vital role alongside keywords, site speed, backlinks, site organization and so on. And this we cannot argue!

What is the timeline for Google Search Reporting?

This gradual rollout starts in mid-June this year and will ramp up completion by the end of August. This gradual roll-out will allow Google to avoid drastic changes and monitor for any unexpected issues. Conversely, this will help publishers, marketers and business the time to make refinements with user page experience in mind.

How does this affect small business?

Page Experience is evaluated per-URL. Google offers a Page Experience Report through Google Search. No surprise is this report is currently only available from mobile devices. (If your site is not mobile optimized, go back and start there, to catch up.)

 The key criteria of the Page Experience Report

Core Web Vitals – This is a test of the speed and stability of the page loading experience.

Mobile Usability – Examples of errors: text too small, clickable elements too close together, content wider than the screen.

Security Issues – Your site will be disqualified for all URLs with any security issues.

HTTPS usage – A page must be served over HTTPS for a Good grade for page experience.

Ad Experience – Typically, advertisers use a Landing Page (independent of the main website) to engage a specific call to action from users. What is essential about this Page Experience grading system is evaluating all pages on a site, not just a single one. If your landing page has been performing well, but the entire site has issues…your ads ranking will be affected.

Why should I hire an SEO/Web Publisher/PPC expert?

A periodized review of your website is always a great idea. No, it is a must! Has your website been updated since the start of the pandemic? How are you optimizing Accessibility for all users? Does your URL begin with HTTPS? On every page? What is your mobile page speed score?

If most of this article makes zero sense to you, that is ok. Just give us a ring, and we can help.

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