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On the 28th of May 2020, Google first announced that it would include page experience as an additional ranking factor in the coming days. Furthermore, it also declared that Google would provide enough time and give prior notification before implementing new updates. 

After that, on the 10th of November 2020, Google announced that they would finally consider page experience as an additional ranking factor in May 2021. To say it in simple words, we can say that if your page is user-oriented and appeals to users in an engaging way, no one can stop you from ranking higher on Google rankings. 

As businesses make more user-centric and easy to navigate web pages, they will be on the top of SERPs, resulting from a delightful customer experience. Moreover, people will engage and interact more with websites that they find the most attractive. It is essential to have great visual appeal along with amazing usability to make users stick to your website for a longer period of time. 

How does Google evaluate page user-experience?

In order to understand the usability and friendliness of a website, Google has set some standards that measure the website’s capacity to influence users’ experience while scrolling through a page. Some of the factors that decide the page experience are inclusive mobile-friendliness, HTTPS connection, intrusive interstitials, and page loading time. According to Google, these factors are core web vital components.

In other words, core web vital decides the ranking of your page in the real-world based on user-centric metrics. Some of the core web vital metrics are LCP, FID, and CLS. 

LCP, also known as the Largest Contentful Paint, measures loading performance. To provide a good user experience, your website should have an LCP occurrence within 2.5 seconds, counting from the time of clicking on the website.  

Going further, FID, also known as First Input Delay, measures the interactivity of the website. Ideal FID is of less than 100 milliseconds. 

While Cumulative Layout Shift (CLS) judges the visual stability of the website. In order to offer a good user experience, pages should keep a CLS of less than 0.1. 

Visual Indicator to push you higher 

Google will use image previews from your page into a snippet to give an idea to the user about the content that you will have on your webpage. Likewise, visual indicators are highly useful in providing information related to the quality of a web page’s experience. Such visual indicators help users to decide which page they want to visit. Google is trying to identify the pages that have included and followed all the page experience criteria set by them. Once the testing is done successfully by the Google team, they will launch it in May 2021 while sharing the details on the progress in the coming months. 

When it comes to lasting user experience indicators, it depends on the worthiness of displaying content in the search results based on the data. 

There is also much confusion regarding the AMP pages. It was compulsory until now to be a Google News publisher in order to be eligible for Google’s Top Stories carousel, but now the latest page experience guidelines will replace the AMP pages, resulting in a significant impact in the overall calculus. Google will continue to support AMP versions of your content.  

These new metrics will undoubtedly impact the search rankings results on a significant level. 

There have been many updates since Google has been introduced to the world of the internet, and there will be a lot more others coming in the future but what remains crucial is the content. If you have good content to offer, no one can beat you from ranking higher. Nonetheless, you should never underestimate the power of additional ranking factors that keeps you consistently high on Google rankings.  

Author

Keval BhuvaSr. SEO Executive

Keval is a young and enthusiastic person who enjoys and loves cricket the most. Besides that, he has extensive knowledge of Digital Marketing and, particularly, SEO. Watching web series and reading about politics is his favorite time pass. He is a great example of “Living a big life with an open heart,”

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