Google Page Experience and Why It Matters
Have you realized that your website’s traffic has neither increased nor reduced in the last couple of months? Well, that’s something every website developer or manager is experienced at the moment because Google held their launch of a new program. Expected to be rolled out in 2021, Page Experience Algorithm Update is a new inclusion that will be introduced to change the whole perspective of using websites and how they’ll be ranked on SEO.
The ongoing pandemic is why the delay happened, but Google was kind enough to update the future algorithm update and what it constitutes. That will equip all website developers with the necessary tips to make adjustments on their website to create more traffic on web pages.
So what is this Google Page Experience anyway?
What is Google Page Experience?
According to Google, the algorithm update will include a page experience signal. This signal will be responsible for measuring how your website users perceive the interactive experience with a particular webpage. By optimizing on these factors, the web will be more enjoyable across all surfaces and web browsers.
It’ll also help many sites to focus not only on the desktop version but also evolve in the direction of user expectations on mobile. Google also mentioned in their statements that they strongly believe that this approach will help businesses achieve more success and on their websites because users will become more engages and can make transactions with minimal friction. In general, Google is seeking to find perfect website usability.
What Makes Up Google Page Experience
While mentioning what’s expected will be better when the update is launched, you need to know what to avoid. This is a massive ask for the top websites because they are thought to have the best information and features for their users. With that in mind, any website that ranks at the top should pay more attention to avoid any featured disliked by users. The tables will be turned from the usual keyword capacity consideration to becoming based on a user-friendly basis. That will create a new era for SEO.
So let’s take a look at what you should not do. Consider this example: You’re looking for new patio furniture, and you decide to go for an online store, because well, there are restricted movements at the moment. As you browse different web pages, you come across various unique designs that might work for your outdoor space. So you decide to save the alternatives on your cart so that you can determine what you’ll eventually get after going through all the products available.
When you’re done with your selection, you head out to your cart list to see which one will work for you. Delete several others then you’re left with one that you’ve decided on. So you head over to the payment process to finalize the order. But before the last procedure, you remember that you forgot to input a coupon to enjoy a discount. So you decide to click on ‘No, go back so that you can input the coupon. However, before you click on that section, an ad pops at the top of the page, and it drops the option ‘Yes, place my order” to the same height where your mouse pointer is, and you end up placing the order.
From that experience, the user and potential customer will be frustrated that the ad popped up at the wrong time, and it shouldn’t be there anyway. With such an experience, it is unlikely that that user will ever order something else from you regardless of if you appear first in the list of Google search. That is precisely what the Google Page Experience algorithm update wants to address that the results ranking will depend on your website’s user-friendly experience.
Why It Matters
Let’s begin to address this with a simple question; how do websites rank? The considerations of backlinks and keyword density are now a thing of the past. Google is trying to transition that by bringing in this new update. While you can use the best keywords and a significant number of backlinks, you won’t rank if you don’t cut the requirements.
Take a look at this: When you’re looking for men’s pants, you will consider a brand like Zara, and if you’re going for a lady’s make-up kit, Fenty might be the first thing that comes to mind. So these brands also rank not that they have big names; it is mainly because people look for them. Why? Their services, products, and most importantly, you can easily place an order, and it’s processed quickly. That’s what many customers are looking for.
When a customer searches for a particular product, they are looking to get it from the best supplier, and you might behave ranked because of various issues. However, when they visit your website, the overall shopping experience will matter more than the product. No one wants to settle for a well-known brand but fails in service delivery and has a terrible webpage experience. This will open up room for every vendor since websites will be ranked using customer reviews of the webpage experience.
Google, as a platform, wants to give users what they love. There are two approaches that they can use, either by using brand queries or through user experience.
So that said, how can you optimize your user experience?
How to Optimize Page Experience
According to the original article posted by Google, the update signal will check on both website experience and page experience. This shows how tips to improve a user-friendly experience on your website should be put to good use. However, it seems like Google will focus the algorithm more on the page experience than the general website.
There are a few marks that your website might miss out on in terms of offering an overall good experience. Nonetheless, Google will probably consider which side outweighs the other. If you have more user-friendly pages than those with a poor experience, you will rank because the total score is above average. But moving forward, you should consider making your pages more user-friendly.
So the steps to follow for optimizing the user experience on your website are;
Minimize 440 Errors and Optimize Your Speed: The moment a user opens your webpage, it is crucial that it loads quickly. A faster-loading website is conducive for users because they can get what they are looking for quickly. That also helps you clear off any sluggish or freezing behavior, which might top some processes that a user is trying to make. Let’s consider an important tool that can help you with this.
Ubersuggest is a chrome extension that can help you track the progress of your website. After you add it on chrome, you can manually input your website URL then do a search audit. You’ll get results that cover different aspects of your website and simple ways which you can use to improve the performance. The following are some of the information that you’ll get as a result;
i. On-page SEO score – This is the score of the overall efforts that you have put in to optimize your SEO.
ii. Organic monthly traffic – It shows you the average traffic that you create every month.
iii. Organic keywords – It records the organic keywords used in the articles or blogs shared on your web pages.
iv. Backlinks – It indicates the number of backlinks that you have received.
v. It also indicates the number of pages found on your website.
vi. There’s a health check done that gives analysis on your healthy pages, broken, redirects, blocked, and those with issues.
vii. You also get results on different barriers; critical errors (have a high impact on SEO health and require a web admin for fixing), warning (more minor impact errors on SEO health and needs less technical fixing), and recommendation (minimum or zero impact and most straightforward to correct).
viii. You also receive an analysis of your website’s speed. It analyzes and gives both the desktop and mobile loading times, which are ranked from poor to excellent (depending on the seconds to load). The speed analysis of both is broken down to first contentful paint, first meaningful paint, speed index, first CPU idle, time to interactive, and estimated input latency.
ix. The results also show top SEO issues with the difficulty of fixing them and the SEO impact. These issues include a low word count, no meta description, short title tags, H1 missing, and no title tags.
In all this data, two-point mainly affect the user’s experience. If any, work on the broken pages because they create bad experiences. Another factor is the site’s load time – the faster your site loads information, the better experience for the users. One second is the perfect loading time because even a delay of 0.5 seconds is enough to increase the percentage of people to leave your site.
1. Consider Your Experience and Compare it To Your Competitors
You can assume that everything’s working out well for you, but ideally, it might not be the case if compared to what your competitors are doing. As much as the user experience looks awesome from your end, you have to consider what your competitors are doing and compare it to rate where you stand. You can use the same Ubersuggest tool to check what your competitors’ performance looks like.
You’ll do so by shifting to the ‘Traffic Analyzer’ section, type in your major competitor, and select ‘Top Pages.’ A page will load that offers the data for your search results. The information will include top pages by countries and the list of all your competitors. It will be ranked using the SEO title URL, the estimated visits, number of backlinks, and their Facebook and Pinterest activity.
You can further click on the page to get more details about it. The tool will tell you the average number of visits that the page brings in a month from Google. You’ll also get further information such as the keywords used on the page, the volume, ranking position, estimated visits, CPC, paid difficulty, and SEO difficulty.
You’ll then compare this data with that from your site and see where you are at. If they are beating you in selected sections, it’s vital to go through their top pages and see what they are doing correctly. That will help you develop a strategy to improve in that sector and do better to be more competitive.
2. Analyze Your Design
The best way to analyze the graphics in your design is by use of heat maps. You can check for usability issues by using Crazy Egg. The procedure you will follow is you will have to Log in > ‘Create New’ > ‘Snapshot’ > ‘Multiple Snapshot. You will then add the most popular URLs on your site, then click ‘Next.’ You’ll create snapshots then review them. The last step is to create a tracking script. Snapshots will show you all clicks and scrolls made by users.
3. Install the Ubersuggest Chrome Extension
This extension will give you all the information about the search results. Most importantly, after searching for something on Google, you can see the domain score (authority of a site), links (number of links), and influence made on Facebook and Pinterest.
Benefits of Google Page Experience
There’s no doubt that the anticipated Google page experience algorithm update will benefit websites in multiple ways. Some of the methods include;
• They will automatically have to improve to make their websites user-friendly.
• There will be healthy competition.
• Ranking will not depend on brands or keyword density alone
• It will enhance SEO.
Google page experience is about to be the next big thing immediately it is launched. While there are websites out there giving their best to ensure that users get a good experience, the rules are about to change. The creating of healthy competition since all websites will meet at the same ground of operation will ensure space for those small brands and young businesses.
The page experience will also benefit website users because they will enjoy smooth and quickly surfing through multiple websites as they seek to get information, products, or services. Moreover, there will be a constant upgrade in the functionality of websites, making Google an excellent platform for sourcing information. It’s only a matter of time, and we’ll welcome this new update and open doors for changes.