Nearly a year ago, Google announced that it would adding a new element to its organic algorithm in 2021: page experience signals. The rollout is scheduled to begin in May, and we wanted to provide some tips to help you prepare for this new ranking factor. But before we get to the tips, let’s explain what we’re dealing with.
What does Google mean by “page experience signals”?
Google has always claimed that user experience is at the heart of all their ranking factors and algorithm updates. Now, this experience will play an even bigger role as they continue their work “to ensure people get the most helpful and enjoyable experiences from the web.” These page experience signals will measure how users perceive the experience of interacting with a web page.
How will Google measure page experience?
Google developed a set of metrics they’re calling “Core Web Vitals,” which they’ll use to measure your website’s page experience along with the existing signals. According to Google, they’re a set of user-centered metrics that quantify key aspects of the real-world experience of a critical user-centric outcome.
There are three components of Core Web Vitals:
Largest Contentful Paint (LCP) - measures loading performance. How long does it take for the largest piece of content to appear on the screen? LCP should occur within 2.5 seconds.
First Input Delay (FID) - measures interactivity. How long does it take for the site to react to the first interaction (e.g., tap, click). FID should be less than 100 milliseconds.
Cumulative Layout Shift (CLS) - measures visual stability. Do images and layout move around on the screen when the site is loading? CLS should be less than 0.1.
To get a ranking boost, Google’s John Mueller has said that all three metrics must be green. But not necessarily starting on May 1. Danny Sullivan has stated that the page experience update will roll out gradually, and importance will grow over time.
How can I prepare for this Google algorithm update?
There are several things you can do to create a better page experience (and score better in the Web Vitals), many of which will sound familiar. That’s because user experience and site speed have been essential elements of SEO for years! It’s only now that Google is pinpointing these elements and assigning specific metrics.
Following are five things you can do to prepare for the page experience ranking factor:
Optimize your images
You’ve heard it a million times before, and you’ll hear it a million more—large, unoptimized images are decimating your load speed. To fix that, in the simplest terms, you need to make sure you’re compressing images and serving them in the necessary size.
Upgrade your web hosting
Barebones is good for packing, it’s not always good for web hosting. Consider upgrading your hosting to get faster overall load times, which will include faster LCP.
Prioritize loading of certain elements
Determine which pieces of content are in your LCP using Google PageSpeed Insights, and then consider using preloading to prioritize these elements. When an element is preloaded, the browsers will fetch this resource first.
Improve loading of third-party scripts
Every new script you add to your site for advertising, tracking and/or plugins can slow down your site. To address these scripts, you first need to ask yourself, Do I need this particular ad/tracking tool/plugin? If you determine that the answer is no, and you can simply eliminate that script. If the answer is yes, consider looking for another option that provides the same value but is easier on your server. If there are no other options, see if you can install the script through a tag manager to save space.
Use set size attribute dimensions for media
When you set a specific size for videos, images, GIFs, infographics or other media displayed on your site, you tell the browser exactly how much space that item will take up on the page. Then, when the page fully loads, it won’t change or shift any other elements.
When trying to improve your page experience score, remember that it’s all about providing the best possible experience for users. Google provides tons of tools that allow you to assess and take action on your Core Web Vitals, but sometimes just taking an fresh (and honest) peruse around your website can highlight problem areas.