In Search Engine Optimization
Google algorithm update in 2021 focuses on Page Experience

The new Google Algorithm hasn’t rolled out yet, so you still have time to get your site optimised, don’t worry! However, you need to learn how to improve Page Experience before the roll out to stay ahead of your competitors.

Google decided to give everyone a heads up on the algorithm change out of respect for the uncertainty that COVID-19 has brought to daily life and business operations.

It’s now time to act and get your website optimised so that you can continue to grow your brand in 2021. 

So, what is the Page Experience update, anyway? 

What is Page Experience? 

The Page Experience update is going to focus on the experience your users have when they visit your site. For example, if most of your users find your website easy to use, simple to navigate and attractive to look at, your page experience is pretty good! 

The Google algorithm update is aimed at directing users towards sites with good Page Experience. This is particularly true as mobile search continues to outstrip desktop search year on year. 

With the Page Experience update in 2021, sites that create experiences that users hate will not rank as highly as those that create experiences users love. That, at the end of the day, is a good thing. 

Why Page Experience is Important 

Another upside of the Page Experience update, other than higher-ranking easy-to-use websites, is that you don’t necessarily have to be a big brand to rank on Google. 

Google recognises that brands of any size can deliver a great user experience on their website. So, if you’re a smaller brand, your traffic can continue to grow consistently with the new update. 

Keep in mind, though, that keeping your website optimised across the board will always boost your traffic and ranking. 

How to Improve Page Experience 

There are a couple of metrics you can optimise your website for right now that will improve its ranking. In the run up to the Page Experience update, you should do the following:

1. Optimise Page Loading Speed 

The first thing users notice about your website, sometimes unconsciously, is how fast it loads. It becomes more noticeable when it takes a long time, and in the digital age, “a long time” is anything over two seconds. Aim for a load speed around one second, and you’ll see a reduction in bounce rate, too. 

Here’s an article we published in October 2020 about SEO tests you can run to analyse your website. Load speed tips are included, as well as tips for your content, title tags, meta descriptions, and other critical SEO factors. 

2. Pay Attention to Website Design 

Aesthetic appeal aside, users want to use websites that are simple and easy. Aim for simple navigation, readable copy, and highly visible calls to action. 

Avoid tactics that users hate, like pop ups that are difficult to close, or buttons that shift and move when you click on the page. 

3. Improve Website Usability 

You can gain great insight into your website’s usability by creating a website heat map. A heat map will show you where your users are clicking most on your pages. This kind of insight can help you improve your website design. 

Let’s say, for example, that you find a bunch of users are clicking on an image or heading that doesn’t actually link to another page. This suggests that they expect something to happen when they click on those items…

Is there something they’re looking for? How can you deliver it to them more easily? 

Here’s a great tool you can use to create a heatmap for pages on your website. Set it up, give it some time, and analyse your results accordingly. 

4. Optimise All Your Pages 

Although this algorithm update is called “Page Experience”, apply these changes to your entire site. Prioritise your most popular pages, and work your way down as you have time. Ultimately, you’re aiming to have an overall user experience that is higher than that of your competitors. 

Well, what are you waiting for? The new year is just around the corner and your time is running out. Contact us to discuss how to improve Page Experience and ranking on your website, today. 

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