Google announced that the page experience update will be launched in 2021. This is the first warning Google has issued about a pending update, and SEO teams around the world are competing to ensure that your sites are prepared.
In-page experience means that elements of your site not only perform well but also provide a great user experience.
In other words, your website must be intuitive, pleasant to use, meet the needs of your customers and have the content they need to help them continue their unique shopping journey.
Many current SEO strategies light up correctly and focus on readability and scanning. Content strategists and technical teams need to ensure that, once someone accesses your website or page, it works seamlessly on web pages and mobile browsers.
What we know about the update
“The Page Experience Signal measures aspects of how users experience interaction with a web page,” said Google of the update. “By optimizing these factors, the Internet is pleasing to users on all browsers and web surfaces and helps websites evolve according to the expectations of users on mobile devices. We believe that this will contribute to the success of Internet businesses as users become more and more of them involved and can act with less friction. ”
In short, Google is trying to be more human when it comes to SEO. While your current system takes into account some factors and style factors, the update will reward pages that visitors can use and enjoy.
The information that Google is releasing about the update highlights the importance of what it calls Core Web Vitals, taking into account the dimensions of use, such as page load time, interactivity, and content stability during loading (‘an example can be found in the video on this page).
How the page experience fits into your SEO strategy
It’s hard to say exactly how much updating the Google page experience affects your site’s ranking. The warning is so early that Google is silent about the exact impact or if it is not yet certain.
Google’s SEO updates are not new, however, and there are some that we can consider as indicators of potential impact. The BERT updates from Panda and Google, although more related to the demand, are similar to the update on the next page. At launch, Panda obtained about 12% of all searches and Google BERT 10%.
Assuming that updating the page experience has a similar weight (about 10%), the page experience will not be the most important factor in ranking a page. That hypothesis was confirmed by Rudy Galfi, product leader of Google’s search ecosystem Google. He told Search Engine Land that good content will have even more weight in the rankings.
Google took a step further on its blog and stated that a page with good content and information, but a bad experience on the page, can still be high, but not necessarily the other way around. The page experience will serve more as a balance between sites with equally reliable content
Three aspects to note are content, mobile compatibility, and website security:
- Since the content is still the best, B2B sites need to make sure that their posts answer their customers’ most important questions. Find the pages with the most organic traffic from there; this is where you should start checking content to make sure your page experiences are easy to use.
- More purchases are being made on mobile devices than ever before, and Google has already started to take action in favor of mobile devices. This, together with the implementation of the page experience, should inspire B2B marketers to ensure that CTA’s positioning and formatting are properly optimized.
- The security of the website is self-explanatory. If a website is not secure or has a lot of malware and phishing activity, it does not inherently provide a good page experience for users; therefore, Google will penalize the site accordingly.
How the page experience will affect B2Bs
So far, we’ve discussed the elements of the page experience that are true, whether you’re B2B or B2C. But the B2B buyer’s journey is different from the B2C consumer’s journey, and the ideal page experiences will also be different.
B2C has a direct sales funnel: attract, shape, and convert. The goal of a B2C company is to move potential customers from the top of the funnel to the bottom in a linear fashion, at least in the context of a website. Likewise, it can be easier to understand how to create a good page experience for B2Cs. The job of the web team is to make the already simple internal funnel look easy – for example, high functionality of the “add to cart” function or a good product filtering system.
Why the page experience is important
Is this update from Google really important? Shouldn’t your website or web page be effective if you change your strategy?
The shortest answers would be “Yes, this is important” and “Yes, in theory, your website should continue to function as before”. But these are very simplistic requests. SEO teams should see the next update as an opportunity to move forward and focus their content on the audience’s experience.
The website experience is crucial for B2B and other companies as it creates a level playing field.
So far, SEO has benefited enormously from major brands. Consider some of the most important consensus factors, such as backlinks or keyword search density: well-known brands will be more easily linked and their names will be widely recognized; they also get an innate boost in search, as your brand name can literally be part of the search.
The next update from Google may convince your company to finally optimize the website page experience, but I recommend that you make the necessary changes immediately.