“How will Google’s Page Experience update impact my business?”
As a digital marketing agency, this is one of the most frequent questions asked by brands in recent months.
In November 2020, Google announced it would now take into account User Experience (UX) when it came to their search engine rankings.
The update is scheduled to go live in mid-June 2021 as part of a gradual rollout. It won’t start impacting the rankings until August 2021. It’s a highly unusual move for Google simply because most major search engine updates hit with little to no warning whatsoever.
Should businesses be panicking with this significant update on the horizon?
No, the truth is user experience has had an indirect effect on page rankings for years.But you should be working to improve your experience and poor user experiences will hurt your site more than ever. People that have a bad experience on your website will leave instantly, which can up your bounce rate, lower total number of pages read and decrease time on site. All of these factors will contribute to a lower page ranking.
According to Google: "The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction."
The big change is that page experience signals are now a direct ranking factor. Improved user experiences will give underdogs, aka sites with lower domain authorities, the opportunity to rank higher for search results than a site with a higher domain authority but poorer experience.
Here at Estes Media, we’ve examined every aspect of this update to tell you what we’re doing to help our clients grow and adapt to the new SEO reality.