Google’s Page Experience Update begins rolling out to desktop search

Offering the best user experience is a factor that must be key for any website: Google knows this, and thinking of improving this aspect, it launched the Core Web Vitals last year, a system of metrics that serve as specific indicators of aspects of the user experience:  an indicator to facilitate navigation and improve the organic positioning of websites.

But even if they were just indicators, since last summer the Core Web Vitals are taken into account along with the rest of the elements in the internet giant’s search ranking, which makes them an essential part of any SEO strategy . An update to Google’s algorithm that has been called the Page Experience Update and was initially applied to search results for mobile devices. Now, more than six months later, it also reaches the desktop results, with the forecast to be completed before the end of March 2022.

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What changes has the Page Experience Update brought about so far?

As Google explained at the time , this update has so far had a number of consequences for the ranking of mobile search results:

  • Disappearance of the AMP badge (⚡). As Google explains, “We’ll continue to test other ways to help identify content with a great page experience and will keep you posted when there’s more to share.”
  • The featured news carousel feature in Google Search has been updated to include all news content , as long as it adheres to Google News content policies and guidelines, whether or not it’s AMP, and “regardless of its Core Web score.” Vital’s.”
  • AMP is also no longer required to appear in Google News 

Core Web Vitals offer instant feedback on UX metrics

As we discussed in a previous article, the Core Web Vitals are three user experience indicators that Google chose for their ability to determine how well or poorly oriented a web page is at the UX level:

  • LCD or Largest Contentful Paint: perceived loading speed
  • FID or First Input Delay: The way in which the pages respond for the first time when interacting with the user
  • CLS or Cumulative Layout Shift: The visual stability according to the number of unexpected layout changes of the content of a visible web page

With these metrics, Google hopes to ensure that users get the most useful and enjoyable experiences when visiting a website . The internet giant says that in recent months it has seen an average increase of 70% in the number of users who interact with Page Speed ​​Test , Google’s tool that calculates the speed of a website, while many developers use the Core Web Vitals in Search Console as an opportunity to find improvement points.

UX will be part of ranking factors in search results

Thus, the Core Web Vitals will be part of the ranking factors, combined with algorithm signals such as mobile compatibility, secure browsing or HTTPS protocol, as well as the use of intrusive interstitial banners for the user . 

Web Vitals: the extension that will help you measure the user experience of your website

As you can see, it is essential that you start to improve the experience of your website , and in order to prepare you, some tools have been released.

One is a Chrome extension that you can download to measure Core Web Vitals indicators without having to identify them through Search Console analytics. The extension is called Web Vitals and it gives you instant feedback on the load, interactivity and design change metrics on your website, which will be displayed in green or red icons depending on whether the URL visited exceeds the Core Web Vitals thresholds.

So there is no excuse, make the necessary changes to improve the user experience on your website and, in addition to making sure that you are prepared for Google’s change, you will improve the impression that users have of your site.

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