SEO is changing throughout 2021, and SEO strategists and digital marketers must adapt as Google rolls out more updates. Understanding how digital marketing is changing in the future is the key to preparation. However, with so many changes it can be difficult to keep up.
That being said, there are some big changes coming in 2021 that all digital marketers should be aware of. One of the biggest changes is scheduled to happen in June 2021. Google is set to introduce the concept of “page experience” which will capture how users feel when they interact with any page on your website. Here’s what you need to know about Google page experience.
What Is Google Page Experience?
Google page experience is an update by Google that will essentially serve to capture how a user “feels” while interacting with your website. This will happen as your website is analyzed by Google for core web vitals and pertaining attributes. These vitals include:
- Safe browsing
- Intrusive interstitial guidelines
As well as a few others.
While these attributes have previously affected Google rankings, page experience signals will stabilize the above concepts by giving them a solid framework. Essentially, the goal of page experience is to provide consumers a quality experience coupled with quality content.
It should also be noted that these coming changes are going to allow non-AMP content the ability to become eligible and rank in the “Top Stories” section featured on mobile devices.
Google has announced that any page that meets their Google news content policies will become eligible for listing. However, pages with the greatest “page experience” will be given priority, thereby increasing its importance.
How To Prepare For Google Page Experience
Preparing for this update is crucial for your website and its ability to rank well in the SERP. Thankfully, there are a few steps you can take to proactively give yourself an edge over your competitors.
Since this update is from Google and will affect your ability to rank on the Google search engine results page (SERP), it makes sense that Google tools will be the best resource for preparing for these changes.
You can measure and analyze your website’s core web vitals (CWV) by utilizing tools you probably already are familiar with. Google’s Search Console, for instance, offers a new CWV report that will provide you with a snapshot of your site’s current performance, as well as insight into what you can do to improve page performance.
Once you’ve found the pages that need work, other programs like PageSpeed Insights will give more detailed information as to what exactly on those pages needs to be addressed. These tools won’t actually provide you with your page experience score, but they will certainly show you site issues that are affecting your score.
Take advantage of the tools at your disposal to prepare your website for Google’s change. Take time to understand how these changes may affect your website’s ability to rank and react accordingly. Doing so will give you a leg up on your competition and help you continue to rank well.
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