Google released the Page Experience update in May, adding that the announcement to a new set of scales called Core Web Vitals, which plans to remove AMP control over its top stories carousel. The company revealed last week that the page experience codes in the rankings will go live in May 2021.
With about six months to go before the search results take effect, marketers may feel that there is plenty of time to prepare for the new year. However, there are many observations and conversations with partners to evaluate before starting work. Here you should start thinking now so that your site is ready when the update comes.
Experience update effect on in and out a page of the search results page
In search results. “It’s not a big change, but you should not ignore it,” said Pedro Diaz, SEO head at Reich Plc, a British publisher and former Google search quality analyst. Many page experience criteria, such as mobile-friendliness, HTTPS, intrusive interstitials, page speed, and browsing security, are already Google search ranking factors, which means sites should already be optimized with those factors in mind.
You & # 39; Page is not familiar with web vitals, performance metrics – Largest Content Paint (LCP) First Input Delay (FID), Cumulative Layout Shift (CLS) – are integrated into Google Ranking Signals in the page experience update. Our Guide to Major Web Vitals.
“Cumulative layout change, first input delay, and load performance are important for your site and your customers,” said Matt Dorville, SEO Manager at Buzzfeed. “But they do not replace key priorities such as user search purpose and quality. Dias shares this sentiment.” Google never compromises on quality and quality of other technologies. “
This concern was addressed in Google’s opening page experience statement in May, and the company’s product manager Rudy Golfy confirmed to search engine land that even the best page experience can rank high in Google search.
However, as quality content is ubiquitous, technical gain in the rankings with this update may be the deciding factor.
Daily for SEOs. In addition to its impact on search results, Page Experience Update also affects the way SEOs approach optimization by setting a set of criteria for effort.
“When it comes to improving the page experience, SEOs make mistakes by explaining the search quality evaluator guidelines and never realize their importance in the rankings,” said Kim Dave, CEO of SEO at Blue Array in the UK.
All you need to do now is the plan and evaluate the trade-offs
With only half a year to go before the update can begin, it may take some time before it is fully released, but that time may not seem trivial. “All of these improvements are cumulative, and most of them take a long time to implement and process,” Dias said. ”
Some of the elements included in the page experience update, such as the page experience, are already the core principles of SEO and should always be part of the conversation. “Site delay is something that can always be discussed in the life cycle of a site/page (and it’s great during the construction process!),” Alexis Saunders, SEO director at Merkel, told Search Engine Land. , “The challenging part of page speed is that everything requires trade-offs.”
“Google’s needs can not be considered gospel because publishers have other business responsibilities,” Dorville said. “For example, adjusting dimensions in ads can help with your cumulative layout shift metric, but most companies are reluctant to change this because advertising companies need it, so do not make any changes. You have to live with or argue with SEOs to replace the revenue that comes through advertising, ”he said.
EMP evaluates alternatives
Google has told us that most AMP pages work well in terms of page experience. “Any site that currently uses AMP can be trampled because they have already considered the delay in their experience,” Sanders said.
Publishers with well-equipped technical categories may choose to abandon or discontinue the framework, as the AMP-level page is likely to gain or exceed experience levels. “Instead of basically managing two sites [the original non-AMP version and the AMP version], one of them may make less money on advertising, focusing on adding Google’s requirements for page experience with UX metrics already on the site. To measure retention and credibility,” Dorville said.
When the page experience update goes live, Google opens a good story carousel for non-AMP pages. It encourages investors to be more competitive in search results, enhances the uniqueness of landing content on the top story carousel, and improves their page experience levels to provide a better experience.