This is a part of our series When the Cookie Crumbles: Changes in Digital Marketing in 2021
User experience or UX has always been an important aspect in web design, but it may be becoming more important than ever. In light of Google’s upcoming Page Experience Update this May, website owners are prioritizing their efforts in improving UX to prepare for the upcoming algorithm changes. If your website has a poor experience in Google’s eyes, this may lead to a decrease in organic rankings and traffic.
Is your website ready for the new update?
What is Google’s Page Experience Update?
Last year, Google announced a new algorithm update that will launch in May 2021. According to Google, the update is designed to measure “how users perceive the experience of interacting with a web page”. The page experience signal includes Core Web Vitals and other existing search signals like mobile-friendliness and HTTPs.
What are Core Web Vitals?
Core Web Vitals are a set of metrics that Google uses in measuring different aspects of user experience on a website, such as speed, interactivity and page stability. In brief, the three different sets of metrics include Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS), which measure loading, interactivity and visual stability respectively. These metrics help determine whether a website provides a good page experience in Google’s eyes and may impact organic rankings.
To help users prepare for the upcoming algorithm update, Google has integrated Core Web Vitals measurements into its existing tools (such as Google Pagespeed Insights) to help users monitor and improve their score.
What should website owners do about this change?
Website owners need to be thinking about UX more to remain competitive in organic rankings and traffic. All three Core Web Vitals benchmarks may need to be met to qualify for a ranking signal boost in May, so we recommend everyone to take a look at the current Core Web Vitals score on their website — and other search signals, like mobile friendliness, or HTTPs — and resolve any remaining issues before the upcoming update.