While not every business owner understands exactly how search engine rankings are determined, it’s pretty clear that Google calls the shots. And while some people try to get ahead by gaming the system, Google has cracked down on a lot of malicious behavior to ensure that sites are ranked based on the value they provide to web users.

 

A lot of these crackdowns are implemented through algorithm updates. Although there have been thousands of updates to Google’s algorithm, we may only realize that one has occurred when our search rankings start to go haywire. However, you can mitigate some of those undesirable effects by following Google’s best practices and doing what you can to prepare for any impending updates.

 

We don’t always receive advance notice that an update is set to take place. But we do know that there’s a significant update on the horizon: the Page Experience update. Let’s take a closer look at what’s in store for this 2021 Google algorithm update and how you can prepare your site.

 

Understanding Google’s Page Experience Update

Google updates its algorithm for a number of reasons. Sometimes, it’s to address a trend in user behavior (like preferences for local search results). Other times, it’s to ensure the right websites are rewarded for the value they provide (and that those who try to cheat their way to the top are penalized properly). But in the end, Google’s main goal is to improve visitor interactions and to make sure users are receiving the information they need.

 

With Google’s upcoming Page Experience update, Google is looking for some specific factors that can create (or detract from) a positive user experience on a given webpage. The update will calculate site rankings based on how long page contents take to load, the amount of time it takes for users to interact with a given page, and the amount of visual stability a page has, as well as other elements that impact the page experience for web users.

 

Ultimately, Google’s latest update (as well as virtually every other algorithm update) isn’t intended to throw website owners for a loop. It’s intended to improve the quality of interactions that visitors can have with specific webpages on your site. So in order to please both Google and human web visitors, it’s within your best interest to take a close look at your site and make some adjustments as needed.

Preparing Your Site For the Page Experience Algorithm Update

One thing that’s frustrating for business owners and digital marketers alike is that we aren’t always notified when Google updates its algorithm. That can cause you to play a non-stop game of catch-up in order to get your rankings back on track. However, Google has informed the public that we can expect its Page Experience update to roll out sometime during 2021. That gives us more time to prepare than we might normally experience.

 

First, it’s important that you take a look at Google’s Core Web Vitals. These ranking factors were recently released by Google and will play a significant role in how the Page Experience update will impact your site. They include:

 

  • LCP (Largest Contentful Paint): This is the amount of time it takes for the largest piece of content on a page to completely load. It’s how Google measures page loading performance. Your LCP rate should be less than 2.5 seconds.
  • FID (First Input Delay): This is the amount of time it takes for a page’s elements to become interactive (e.g., clickable to a web user). It’s the way Google measures interactivity rate. Your FID should be lower than 100 milliseconds.
  • CLS (Cumulative Layout Shift): This is an accruing score of visual instability. It’s how Google measures sudden and disruptive changes to a page’s layout. Your combined score for a page’s lifespan should be less than 0.1.

 

These Core Web Vitals won’t be the only things used to determine page rankings, as you should also examine broken links and pages, mobile-friendliness and responsive design, and site security. Together, these factors will carry a certain amount of weight and can make all the difference when comparing two sites that provide relatively the same amount of information value.

 

Don’t squander the opportunity to properly prepare your site for this update. Discuss with your SEO agency or web developer how you can set your website up for success well before the Page Experience update rolls out.