How Google’s May 2021 Algorithm Update Will Affect Small Businesses

Google’s next quarterly algorithm update, titled Page Experience, is expected to launch next month, in May 2021. As with every algorithm update Google implements, every website will be affected by changes to its Google ranking.

As one of the longest operating Digital Marketing Agency in Sydney, if there’s one thing we’re sure of, it’s never to underestimate the power of a Google algorithm upgrade. If you do, almost certainly you will see a drop in your ranking. So it’s a good idea to pay attention to this change and optimize your website according to our suggestions in this article.

What is the motivation for the update?

Page experience has always been a critical factor for web designers and user experience (UX) designers to ensure that customers feel welcome enough on a business website to buy. products and services.

Everyone on the internet wants the same thing: a fantastic page interface when they land on a website from search results. Google realized that they could improve search results for users if they implemented more stringent measures encouraging interference on a health website.

As a result, Google took additional metrics to rate the page’s experience as Core Web Vitals for website owners last year. For over a year, Google has been taking note of the page experiences that websites offer users. Now, these measures will positively or negatively affect your ranking after this update goes into effect in May.

Don’t panic, it’s not too late yet! Now is the time to take action against all page experience metrics in Core Web Vitals where your website might be underweight.

What do we mean by Core Web Vitals?

Before we can begin to understand how the page experience is measured, we need to understand how Core Web Vitals are calculated. Web Vitals are measures that web developers use to improve the quality and usability of their site.

If you are wondering why web statistics are relevant, think about this: will you stay on a website that takes more than two minutes to load? Would you like to visit a website that is not responding to your clicks? Probably not, and Google knows it.

As the world’s largest and most popular search engine, Google wants to provide users with the most useful content and well-optimized web pages. Since users are more likely to connect to a well-performing website, Google honors user-friendly pages by increasing their rankings and penalizing underperforming sites by lowering their rankings.

You can rate your website performance in the “Improvements” section of your Google Search Console account, and here you will be able to monitor the three Web Vitals.

o Largest Content Painting (LCP) measures site speed and page load times. A fast LCP is considered to be less than 2.5 seconds. LCP ensures that web pages are relevant, functional and healthy for easy user use.

o First Input Delay (FID) measures the interactivity of the site and the speed with which it responds to user action. A well-designed page should have an FID of less than 100 milliseconds.

o Cumulative Layout Change (CLS) measures the visual stability of your site and the total number of unexpected layout changes that occur. A good CLS score is less than 0.1.

LCP, FID and CLS are considered “behind the scenes” measures of websites because they are strongly tied to the technical structure of a website. Yet, they play a vital role in assessing the worth and health of individual pages and websites.

What do we mean by page experience?

According to Google’s recent post announcement, the page experience specifically refers to “how users perceive the experience of interacting with a web page beyond its purely informational value”. The page experience includes the three Web Vitals variables mentioned above, as well as the following:

o Mobile compatibility is essential for a healthy site; According to Google, a mobile-friendly website is a user-friendly website, which is vital for ranking. Pages need to load quickly and be easy to read on mobile so the site can rank higher, while lagging and clustered peers fall lower in the rankings.

o Browsing security refers to potential security issues and threats to a user’s personal information, such as malware, deceptive pages, harmful downloads, and unusual downloads.

o Hypertext Transfer Protocol Secure (HTTPS) security is similar to browsing security. It monitors all data sent over HTTPS to a user, ensuring that the data is genuine, encrypted, and protected from modification. Google started penalizing sites with unencrypted browsers and HTTPS in 2018, classifying them as “unsafe” in the URL bar. Users are more likely to trust and connect to websites that use HTTPS encryption.

o Intrusive interstitial compliance refers to “popup” ads on a website, which can be for anything from regular pop-ups to full-screen interstitials located above a website header and Full screen modal windows that block the content of a page. Google will penalize sites that have constant pop-ups.

Combine each of these metrics and they form the Google Page Experience dashboard that shows you how good or bad your website is in terms of user-centric website experience. As of May 2021, the lower your scores in these key areas, the lower your business website page will rank on Google.

To simplify new updates, the experts came up with the following motto:

Page experience = web essentials + existing metrics.

How to analyze the page experience

With the added pressure COVID-19 is putting on business owners and executives who have struggled over the past year to adapt to a new virtual digital environment, Google has handled this change with great care and attention. sensitivity.

In particular, Google has provided several free tools that allow website owners to measure, monitor, and optimize their page experience, such as:

o Different tools to help you measure and report Core Web Vitals, including LCP, FID and CLS.

o A tool to measure the usability of your pages with the Mobile-friendly test.

o Check your site for safe browsing issues using the Security issues report.

o Check if your site connection is secure. If the page isn’t serving over HTTPS, find out how secure your site with HTTPS.

o Make sure you are not using interstitial in a way that makes the content less accessible.

o As well as a tone on information relating to Web Essentials and Page Experience FAQs.

How will the page experience impact small businesses?

Google’s mission with this update is to provide consumers with the most relevant, high-quality content possible. If your website does not meet Google’s new guidelines, Google will assume that your website is not that useful or important to users. As a result, Google can lower your ranking, resulting in less visibility for your business and fewer customers on your site.

For example, among sites with similar foundations and posts, such as “Top SEO Agency in Sydney” or “Best Digital Marketing Agency in Sydney”, there is a good chance that these websites have virtually similar content. . In this case, websites with better Google Page Experience scores will rank higher in the search engine than their identical twins.

If you want to score higher than your competition, you need to start optimizing your website right away.

How can I prepare for the update?

While yes, the update will undoubtedly produce thousands (if not millions) of distinct website traffic winners and losers almost immediately. Google said that first and foremost, they will continue to prioritize pages on websites that offer the best information overall, even if there are some aspects of the page experience that are poor.

Tip: Quality content is still the most critical web design feature. A good page experience is not a substitute for quality, relevant content. Substance will always triumph over design.

If a site publishes the best content and relevant information, it will outperform those with the best page experience. A better page experience can’t hide the fact that a website’s content is bad, so your material should be both relevant and of high quality.

Small businesses should continue to create well researched content that answers the most important customer questions and make the material easily accessible on their website.

Therefore, it’s more important to create successful website content that laser-focuses on the needs and wants of your customers, rather than SEO hacks that aim to trick Google’s algorithm.

Every year, Google releases over 3,000 updates, but the page experience will be remembered… so ask your digital marketing agency how they can help you ensure success by sticking to the latest update. Google day.

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