Google rules the web and is once again dictating new rules. Similar to Responsive Design, the company is imposing new conditions on page operators who want to land on page 1 with the new ranking factor 'Page Experience' from May 2021.
Good content alone will no longer be enough with the new ranking factor, it must also be available at lightning speed. This will be the new basic condition for top rankings in the search results. If you don't meet the new criteria, no matter how good your content is, without the necessary speed, the reputation of your own site will suffer.
After a new focus on user experience has already been set with the Core Web Vitals, which evaluate the parameters of loading time (Largest Contentful Paint), interactivity (First Input Delay) and visual stability (Cumulative Layout Shift) to assess the user-friendliness of a page, this will be intensified from May: The new ranking factor Google Page Experience will effectively make the Californian search engine giant's algorithm even more sensitive to factors that mean fast and stable page usage for users with mobile devices.But speed is not everything - from May onwards, it will be a necessary but not sufficient condition for an optimal ranking. As a member of the BVDW, we recommend interested readers read the article " These are the five most important SEO trends for 2021 " by the industry association.
What 'Page Experience' means for e-commerce
For operators of websites and shops, this means that many of the strategies that have been successful up to now to achieve the best possible search engine rankings are no longer sufficient. Page speed is still not to be neglected when it comes to visibility on the Google results pages. But not at any price. For high ranking positions, page operators should improve the user experience with comprehensive, structural optimisations to the template and server in order to be able to offer users a fast and stable page structure at the same time. But the investments will certainly pay off, as a better customer experience is directly reflected in higher conversion rates - a satisfied customer is a good customer.
Test how Google rates your site
If you want to know how your site is doing, run the Lighthouse Test offered by Google now. The results will tell you how Google currently rates your site. Among other things, they show how long it takes for the first page elements to appear in a user's browser and how much time it takes to be able to use the page. Both are particularly important for websites that are optimised for mobile use and for apps. This is because both are usually accessed on the move - rarely with an optimal connection speed - and must not exceed the user's personal time account.
After testing your website, do you see a need for action? Contact André Reß directly - our SEO expert will be happy to discuss the results with you and find a strategy for immediate improvement.
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