Google organic search is one of the most important tools for any website, and it can 感觉 daunting to understand how to optimize your site for search performance, especially since Google updates their ranking algorithm very frequently.
今年夏天, the Google team announced that they were planning to update the algorithm in 2021 to include what they’re calling Page Experience. More specifically, this update will incorporate a new set of metrics, 核心Web命脉, alongside Google’s existing signals for page experience, with the goal being to 提供 a “holistic picture of the quality of a user’s experience on a web page.”
What does this mean for you?
对于几乎所有的网站, it’s likely time to do some website optimization, focusing specifically on Google’s new metrics. If your site isn’t scoring well enough on the 核心Web命脉, this likely will have an impact on organic keyword rankings. 的re’s a couple different metrics to pay attention to, which we’ll lay out below.
First of all, what is “page experience”?
本质上, page experience is what it sounds like: how users experience a web page, beyond just the content on the site. For example, a site might have a quick 加载 time, but does it 感觉 以这种方式传递给用户?
的re are a variety of metrics that Google uses to measure page experience, 包括 mobile-friendliness, safe browsing, accessibility, and whether or not the page is served over HTTPS. With the introduction of 核心Web命脉, there are three new additional metrics: 加载 performance, 交互性, 和视觉稳定.
So, what is this “核心Web命脉” thing?
核心Web命脉 are metrics that Google recommends focusing on the most from their larger list of Web命脉. 不幸的是, 这些指标是不断变化的, but Google will be updating the public at a regular cadence. 的 current set includes 加载 performance, 交互性, 和视觉稳定 — these are the ones being included in the upcoming page experience updates.
We recommend taking a few minutes to read through each of these metrics to get a better understanding of the changes you’ll need to make. Here’s more specific information about these metrics, in plain terms:
- Largest 内容ful Paint (LCP):措施 加载 performance by reporting the render time of the largest image or text block visible within the viewport.
- 第一次输入延迟(FID):措施 交互性 by capturing the amount of time from when a user first interacts with a page to the time when the browser is actually able to begin processing the response to that interaction.
- Cumulative Layout Shift (CLS):措施 视觉稳定 through how frequently an unexpected layout shift occurs. A layout shift is any time a visible element changes its position on a page, causing usability issues after a visitor has already started to interact with content.
How much will page experience impact rankings?
Google hasn’t released information on how much weight each factor has on rankings, but they’ve made it clear that content is still king. Great content will still be the most significant factor in ranking performance, with page experience being a deciding factor only when many pages are similar in relevance and content quality. 因此, optimizing your pages for the new page experience metrics is an important step to reinforcing positive organic search rankings, especially for very competitive keywords.
在过去, Google has been accused of not giving site owners, 搜索引擎优化专家, and developers enough time (or any warning at all) before major algorithm updates. It seems like they’re trying to rectify this by giving plenty of warning and have informed the public to expect a notification six months before these changes go live.
We recommend getting a head start on optimizations. 的 Google Page Experience update could have dramatic effects for organic search rankings, so it’s important to be prepared for when the updates go live. 的 伟德平台horse 市场营销 development team is ready to help you with the transition. Get in touch with our team today to get a free review and consultation.