With Google’s rollout of its Core Web Vitals, the digital community has become well aware that websites that are able to load faster and prevent layout shift will get a boost in rankings on the search results page – so long as the content is relevant.
It’s a common issue that most of us have experienced as online shoppers: you click on a page from the search results. The page begins to load and you begin to read. But then a pop-up springs into force and as you go to click the X it shifts and accidentally hits the ad which begins to load.
With that in mind, Google rolled out more changes at the end of August, introducing a new page experience update.
Core Web Vitals helps to clarify the key page metrics that Google wants websites to prioritize to benefit its users. Core Web Vitals can be integrated around a broader landscape of Google measurements that include a page’s mobile-friendliness, whether it’s secure, and whether it contains elements such as pop-ups.
“It’s very rare that Google releases such a huge update for user experience,” said Asaf Shamly, co-founder of Browsi Mobile LLC, a tech firm. “I’ve been getting so many calls from publishers — this is their top conversation of the month.”
Page experience metrics are just a few of the hundreds that Google considers when generating its search engine rankings. Yet the primary focus should be, first and foremost, the relevance of the content.
“If a page is super slow, but it’s the most relevant page to the search, it’s always going to trump,” said Barry Schwartz, chief exec of RustyBrick.
Many website owners have been doing all they can to upgrade their Core Web Vitals. “Because it’s such a competitive industry, I wasn’t going to take any chances on this new update and risk being penalized,” said Mona Nikzad, ecommerce marketing strategist at Organix.
The latest update may act as a wake-up call to website owners and managers, with many sites neglecting the user experience in exchange for advertising and pop-ups.