How Google’s Page Experience Will Change the Face of SEO in 2021

Google announced a new ranking algorithm -Page Experience- designed to evaluate web pages based on the user’s experience.

Will this impact my traffic and SEO? Yes.

But the good news is — it will be rolled out in 2021. Google said it will provide six months’ notice beforehand. So, there is ample time to prepare for it.

What is Page Experience?

Page Experience measures aspects of how a user perceives the experience of interacting with a web page. Simply, it means if Google thinks that the user experience is poor on your pages, it may not rank those pages as highly as of now.

Here is an example that Google doesn’t want users to experience.

In the above GIF shared by Google, the user was trying to click on “No, go back “ but because of an install bar pop up, it pushed the whole page down and led the user to click on “Yes, place my order” accidentally.

The purpose of this Google Page Experience update is to ensure that the sites that rank on top are not creating experiences that users hate. This shift is a step to a big change in SEO.

Google has a detailed developer document on the page experience criteria. The new Page Experience update uses the existing Google ranking factors -page speed, mobile-friendly, safe browsing, HTTPS, presence of intrusive ads, and now also layout shifts Google is refining metrics around speed and usability and these refinements are under Core Web Vital.

What are the core web vital? 

They include real-world, user-centered metrics, that give scores on aspects of pages such as load time, interactivity, and the stability of content as it loads.

The core web vitals and existing Google ranking factors make the new Page Experience algorithm.

 
These are the core web vitals factors:

• Largest Contentful Paint (LCP): Measures the Loading performance and should occur within 2.5 seconds of when the page starts loading.

• First Input Delay (FID): Measures the user’s interactivity with the page and pages should have an FID of less than 100 milliseconds.

• Cumulative Layout Shift (CLS): Measures visual stability of a page which means pages don’t have jumping buttons. The page should maintain a CLS of less than 0.1. 

Additionally, a web page should not contain malicious or deceptive content, mobile-friendly, content easily available to users, and should be servers over HTTPS.

Preparation for this update

Google is adapting its algorithm to closely align with its aim of showing the sites first that the user likes. According to Google, changes will not happen before early next year, so no immediate action is needed.

This update will use Accelerated Mobile Pages (AMP), page experience metrics for scoring purposes if you have an AMP version of your page.

Good content will still be the most important factor despite a poor page experience.

“While all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar.

A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.”

The future will say how big will this update be, till then start preparing for it as sites will get better with this update.

Roundtable with Industry experts

Here are the tweets from the roundtable that Google had with industry folks – Glenn Gabe and Aleyda Solis:

The Page Experience update will combine the new core web vitals with previous factors like mobile-friendly, https, mobile-popup algo, etc. I asked if those would be changing strength-wise. They didn't have anything to share about that. My guess is no, but anything is possible. pic.twitter.com/2EG4uXfhDa

— Glenn Gabe (@glenngabe) May 28, 2020

If a new core web vital is added in the future, it should not shock anyone. It won't be out of the blue. The metric will be written about, talked about, documented, etc. pic.twitter.com/GjA9okmmYb

— Glenn Gabe (@glenngabe) May 28, 2020

If a page has an AMP alternate that is shown to the user, then Google will take the AMP page into consideration to assess the page experience signal, since it’s the one that the users see.

…

— Aleyda Solis 🕊️ (@aleyda) May 28, 2020

…

* The signals taken into consideration for "page experience" will evolve and be updated yearly.

* And a confirmation: The new Page Experience as ranking signal won't be happening until next year, so there's enough time to improve things if there's the need 🙂

— Aleyda Solis 🕊️ (@aleyda) May 28, 2020

Learn More: Every 2020 Google SERP Feature Explained: A Visual Guide