Google announced that they will treat “Page Experience” as one of the ranking factor. What exactly is “Page Experience”. Is it true that Google cannot match its own page experience expectation? How can this update affect small business owners a lot worse than big corporations?
Before getting into all the controversial stuff. Let us help you understand what the entire hype is about? If you already know about the update and impact. You can head over to title relevant section by clicking here.
Page Experience Expectation-
A literal explanation would be a user’s experience on a web page. What are the metrics that can define a user’s page experience? As per Google, these metrics are mobile-friendliness, web safety and page speed. The term used by Google for a combination of these metrics is “Core Web Vitals”.
If these metrics are substandard they are bound to affect a user’s experience. Visitors tend to prefer safe and fast websites which are easy to navigate. But that does not mean that an irrelevant but fast website would rank above what is relevant. If the call comes to choosing between two pages which are equal in relevance. But one of them is a lot faster and offers better page experience than the other. Google will rank the one with better page experience above the one which does not.
Let us take a look at why this update should concern you –
One simple reason – Impact. This update in the algorithm is going to have a massive impact on SEO itself. This is not the first time Google is accounting for user experience. It started with mobile usability and then we witness AMP. And we all know what impact and benefit optimising those offered to webmasters.
It is logical to assume that Google made an early announcement for a reason. It wants the webmasters to prepare websites to deliver a good page experience. If they want to keep on ranking.
This update has the potential to change SEO forever. Having a website in the future is going to be a lot more than aesthetics and relevance. It is now about page speed, mobile-friendliness, visual stability, safe code & encryption.
Why you might ask? Because Google cares about the users more than the webmasters. At the end of the day, Google wants to improve for its users.
It is a very big claim to make. Claim that google is not able to match its own page experience expectation. But, it wants the webmasters to match it for their website. It is not a shallow claim as I have the evidence to back it.
One can also say that they’re also taking time like everyone else to optimise their websites. But, the problem with that is that the rest of the world got to know about the update when they revealed it. But Google knew this all along when they were developing it. It had all the time to start before us and optimise their website for better page experience.
Here is the evidence I am talking about –
And at the end of the day. Google has a reputation for treating its own content different from the algorithm. Booking.com & other travel websites have earlier accused Google of this malpractice.
Google would soon match all their websites for tech created by them. But, Google is using its dominant position to dictate how the websites should work. And that is a major setback to everyone else. But it is even worse for one section of webmasters – Small Business Owners. What might sound outrageous, has some substance in it. Let me explain.
How will this affect Small Business Owners more than Big Corporations?
It is a well-known fact that WordPress.org open-source CMS powers more than 75 million websites in the world. With the community technology that exists around this CMS at this point of time. You cannot find a plugin that can help you score even 80 on mobile at Google’s new page speed tool. While the same plugins enabled you to score a perfect 100 in Google’s previous page speed tool.
Big business owners have the budget to optimise their website as per Google’s whims. They can engage expert developers to create custom solutions as per the new update. Small Business owners will continue to struggle in fixing Google search console errors.
I’m not saying that Google is moving towards a blatant & unreasonable measurement mechanism. All I am saying that it has set the bar way too high. Higher than it was necessary. Google has a disregard for small-sized fast loading pages too if they are not optimised as per new tool.
Whereas the visitors for whom the entire drama is. A page that loads under 3 seconds, has a size of 600 kb and less than 20 page requests is not bad at all. But for the new tool. It is not good enough.
Google has already included these metrics in the Google Search Console. And it has also started firing errors for pages with bad performance as per the new tool. The reason why Google did not straight away roll it out as an algorithm update? It wants webmasters to understand how to measure and improve these metrics.
The ones who do, have a great experience lined up for them and their visitors. The ones who don’t. Well, Best of Luck.
We have managed to score 90+ on Desktop and 60+ on Mobile on these metrics so far. If you wish to optimize your website. Get In Touch
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