User Experience to be a Ranking Factor by 2021, Google promises
Google has recently announced the “Web Vitals” initiative that aims to help websites improve their user experience metrics. For those who are unfamiliar with this update, we recommend reading about it first.
This initiative involves the incorporation of user experience metrics into the upcoming algorithm update, which is expected to be released in 2021. These metrics will be a key factor on the page level and will be calculated using signals derived from Core Web Vitals and existing search signals, such as mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines. Google also plans to identify and measure additional aspects of page experience to further align with user expectations and increase the aspects of user experience that can be measured.
Read how Google plans to calculate these user experience metrics factors in the future:
“We’re combining the signals derived from Core Web Vitals with our existing Search signals for page experience, including mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines, to provide a holistic picture of page experience. Because we continue to work on identifying and measuring aspects of page experience, we plan to incorporate more page experience signals on a yearly basis to both further align with evolving user expectations and increase the aspects of user experience that we can measure.”
Google is also focused on ensuring that websites do not have features that annoy users, such as shifting referenced buttons that lead to accidental clicks. As a result, AMP Pages will no longer be a requirement for the ‘Top Stories’ carousel, and there will be more attention on pages with excellent experience metrics.
AMP will no longer be a ‘Top Stories' requirement
The incorporation of page experience metrics into the ranking criteria for the Top Stories feature in Search on mobile is also part of this update. The AMP requirement for Top Stories eligibility will be removed, and Google will continue to support AMP while linking to AMP pages when available. Google has also updated its developer tools to help site owners optimize their page experience.
“As part of this update, we’ll also incorporate the page experience metrics into our ranking criteria for the Top Stories feature in Search on mobile, and remove the AMP requirement from Top Stories eligibility. Google continues to support AMP and will continue to link to AMP pages when available. We’ve also updated our developer tools to help site owners optimize their page experience.”
Actionable strategy
Several studies have shown that improving user experience can significantly boost conversions and overall rankings. Therefore, webmasters should prepare to welcome this new update, which will revolutionize ranking factors for websites. If you need assistance in revamping your website in accordance with the latest and upcoming Google guidelines, please do not hesitate to contact us.
Michael
With over 20 years experience in web design, SEO and website promotion I always give you an expert advice in regard to any issues related to your Site Design, SEO, Internet Marketing, Promotion, Backlinks, Site Content. In order to help you find out what is missing or can be improved and get higher rankings in Google and more traffic.
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