Google is continuously trying to help people find the most relevant and quality sites on the web, when anyone searches for anything in Google search. As part of this mission, Google is going to count the page experience signals in search ranking from May 2021. The page experience signals measure how users perceive the experience of interacting with a web page. These new search ranking signals will help Google to ensure people get the most helpful and enjoyable experiences from the web.
The page experience signals combine Core Web Vitals with Google's existing search ranking signals including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines.
Core Web Vitals
The Core Web Vitals is a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page. The Core Web Vitals includes the following metrics and their respective thresholds –
- Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
- First Input Delay (FID): measures interactivity. To provide a good user experience, pages should have a FID of less than 100 milliseconds.
- Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.
Mobile Friendliness
From 21 April 2015, Google started counting mobile-friendliness as a ranking signal. As more people use mobile devices to access the internet, Google's algorithms adapted to these usage patterns and provide relevant, high quality search results that are optimized for the mobile devices. Analyze your website to see how friendly it is to the mobile devices. Mobile friendliness check is one of the most important issues of Technical SEO audit for any website. Google Mobile Friendly Test Tool is a good tool to check how easily a visitor can use your webpage on a mobile device.
Safe Browsing
Google is always helping webmasters and website owners to provide a safe and secure browsing experience for their users. Safe browsing ensures that the page doesn't contain malicious (for example, malware) or deceptive (for example, social engineering) content. Regularly check the Google Search Console account to see if your site has any safe-browsing issues with the Security Issues report.
HTTPS (Hypertext Transfer Protocol Secure)
HTTPS is an internet communication protocol that protects the integrity and confidentiality of data between the user's computer and the site. People are now more conscious about the web security and expect a secure and private online experience when using a website. They usually avoid to visit a website when they see the website isn't served over HTTPS. If the page isn't served over HTTPS, secure your website with HTTPS to ensure safe web experience for website visitors. Serving website over HTTPS is one of the most important On Site SEO factors that we can achieve easily. Data sent using HTTPS is secured via Transport Layer Security protocol (TLS) to protect users' connections to a website, regardless of the content on the site.
Intrusive Interstitials
Google's mission is to help people quickly find the best answers to their queries, regardless of the device they're using. Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank high in Google search results. Make sure the content on the page is easily accessible to the user. Otherwise you're missing to pursue one of the hundreds Google search ranking signals.
When the new changes will be rolled out, Google counts the page experience as an important signals along with the hundreds of other ranking signals to generate search results. Whether you're designing landing pages for any sales event such as Cyber Monday, Black Friday or any other special sales promotion, make sure to follow the best practices of Google page experience signals.
Google still values the great content pages to rank high in the search results, even if the page experience is subpar. Great page experience doesn't override having valuable page content, because Google's ultimate mission is to serve content which people give value. But in some cases, where there are many pages have similar content, page experience may play a vital role to drive a webpage in the higher position of search results.
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