Advertising

Google Page Experience: Where Will You Rank? The Ward Group Weighs In

Written by The Ward Group

New Year, new problems. Coming in May of this year, Google will begin measuring the user experience of webpages as part of its algorithm to determine a page’s ranking on search engine results pages (SERPs). This update is known as the Page Experience ranking, and it’s actually made up of several factors that all affect a user’s experience on a website.

How Page Experience is Measured

While Page Experience is not specifically a ranking score, each element within it has its own weight and ranking in the overall Google ranking algorithm. Therefore, it’s important to understand how exactly Google will determine a website’s Page Experience score so you can make the most of it.

The Core Web Vitals:

Largest Contentful Paint (LCP): This metric measures the loading performance of a webpage. LCP should occur within 2.5 seconds for a good experience.

First Input Delay (FID): this metric measures interactivity or responsiveness. Pages should have an FID of less than 100 milliseconds for a good experience.

Cumulative Layout Shift (CLS): This is a new metric that measures the stability of a page when it loads, assessing whether content, buttons or images move around the page as it loads. For a good experience, pages should maintain a CLS of less than 0.1.

Beyond the Core Web Vitals, there are other factors to a good user experience that Google will consider.

Mobile Friendliness: How responsive and adaptive your website is for different screen sizes.

Safe Browsing: Whether a page contains malicious or deceptive content such as malware or social engineering schemes.

HTTPS Security: Whether a page is served over HTTPS. You can see this visually as https:// versus http:// in your URL, where the former is SSL secured.

No Intrusive Interstitials: In other words, how accessible the content on a page is for users, not being obscured by popups or huge banners that are difficult to navigate away from. It’s important to note that disclaimers, cookie usage information, age-sensitive content confirmations, login dialogs and reasonably sized banners won’t negatively affect your Page Experience.

At the end of the day, content is still king of the Google Search algorithm, though. If your website offers users the best information overall, then it’s okay if some of the metrics for Page Experience are poor. However, in cases where there are multiple pages that have similar content, Page Experience becomes much more important for optimal visibility on SERPs.

What’s a Marketer to Do?

Since these changes won’t be taking effect until May, you still have a little time to get ready. Beyond doing some basic things such as compressing images on your site so they load faster, securing your site with HTTPS or getting rid of intrusive pop-ups, there may be more you can do. Whether your focus is your own website or a client’s, your media stewards will help ensure that you’re digital-ready in 2021.

If you have any questions about how Page Experience updates will impact your activities online, feel free to reach out to The Ward Group today!

About the author

The Ward Group

The Ward Group is one of the most tenured independent media buying firms in the Southwest. Since 1985, media planning and buying has been our core compentency and sole focus. It is our passion! Our media buying strategy begins with a very simple philosophy that we follow daily. That is, we treat every dollar we invest as if it were our own. In looking at your money as if it is ours, we make sure it is working as hard as possible to achieve your objectives.

At the Ward Group, we have a very goal-oriented, rigorous process for addressing clients’ communication challenges. The planning process is thorough, disciplined and grounded in research. The output of this process is a strategic focus and sound media executions that are relevant to the audience and revenue-generating for the brand.

We have a superb team of professionals that is charged with producing the best possible outcomes for the brands with which we are entrusted. It's a responsibility that we accept and enjoy. Our goal is to create a place that people want to work with and for. We work hard to achieve that goal every day.