Category Archives: content

page experience google algorithm

Page Experience: Google’s New Algorithm for 2021

Google have recently announced a new ranking factor which will be rolled out in early 2021. This new ranking factor is called “Page Experience” and essentially measures how users perceive the experience of interacting with a specific web page. The purpose of this update is to ensure that Google will show sites that users really love at the top of their search results. In essence, user-friendly websites will rank higher than sites which are not user-friendly once this update is rolled out.

This new ranking factor signals the beginning of a shift in the world of SEO. It also means that many companies may now find themselves in the position of needing to update their website, and taking a much closer look at UX. We’ve broken down the impact that this new algorithm will have on your website’s ranking and how you can prepare for its arrival.

How does this new update work?

If Google believes that users on your website will have a poor web page experience, they may not rank these pages as highly on their search engine results pages as they currently do. They measure user experience using a set of metrics called Core Web Values which comprise user-centred metrics including page load time, engagement statistics and stability of your web content.

What is page experience?

Page experience essentially aims to understand how a user will perceive their experience on a specific web page based on Core Web Values such as how quickly the page loads, if its mobile optimised, runs on HTTPS, has intrusive ads or if content moves around the page as it loads.

What’s so important about this update?

This update signals a huge shift in Google’s algorithm. Google is now placing a greater focus on showing the sites that users love the most first. It is highly likely that in the coming years we will see many more updates focusing specifically on user experience. Google has also given a lengthy notice period, allowing website owners time ample time to update their Page experience, which is uncommon. This shows how important this update will be.

How can I optimise my website’s Page Experience for 2021?

Google have emphasised ‘Page Experience’ rather than ‘website experience.’ This doesn’t mean that only some pages of your website need to have a good user experience, but it seems to suggest that they’re going to focus on a page-level basis for their algorithm. If only a few of your webpages have poor experience relative to your overall website, then it wouldn’t make sense for Google to reduce the rankings of your whole site. That being said it is important that your whole website provides a great user experience both for the sake of ranking and for your users.

We’ve compiled our top tips to ensure your website is ready for the 2021 Page Experience Update.

   1. Optimise your site speed

The faster your website loads, the better your user experience will be. There are numerous websites and add-ons which can check this for you including Google’s Think With Google site speed checker. 

A website load time of less than 3 seconds on both mobile and desktop should be what you’re aiming for.

    2. Reduce Errors

Pay particular attention to any possible 404 errors or broken links on your website. Broken pages create a negative user experience. Use Neil Patel’s SEO analyser tool to discover any errors which could be impacting your user experience.

   3. Ensure Your Website is Mobile Optimised

53% of worldwide web traffic came from mobile in 2019. It’s no longer acceptable to have a website which is just suited to desktop browsing. To check if your website is mobile optimised input your domain name into Google’s handy mobile friendly test.

   4. Check Out Your Competition

How does your user experience stand up to your competitors? Your competitor’s user experience will directly impact your ranking as you’ll likely both be vying for the same keywords and search engine results. SEMrush is a handy tool to analyse your competitors.

  5. Analyse Your Website Design

It’s important to discover any usability issues that your website may have. One great way of discovering these is through the use of heat maps. We recommend installing Hot Jar, a heatmap tool for your website. An example of a potential usability issue which may become apparent when using heat maps is seeing a large number of clicks on a symbol that is not clickable but which users believe is. To improve user experience, these images could then be made clickable.

 

Conclusion

User experience is only going to become more and more important as time goes on. Analyse all on page metrics on Google Analytics, and compare them with previous periods to see if your engagement metrics are trending in the same direction.

This update means that website owners must now think ahead and ensure their websites offer the best experience possible. We are in a good position with this update as Google have provided us with advance notice. Use this time wisely to fix any usability issues you may have.

SEO with Evolution Digital

If you’re looking to improve your website’s user experience in time for the page experience roll out, or are looking for general SEO services, then be sure to contact our expert team here at Evolution Digital. Give us a call on 01 288 5118 to discuss your needs or shoot us an email at info@evolutiondigital.ie.

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6 Ways to Optimise Your Youtube Practices

Billions of people watch videos on YouTube everyday. This makes the platform the second largest search engine after Google. Videos have risen as an important part of online marketing. While many companies have come to realize the power behind videos, they don’t necessarily know how to optimize their YouTube practices or content. How can you make sure that you and your brand capture this traffic? Taking just a few extra steps to optimize your videos will give you an online advantage, making your content easier to find and to share.

1. Name Your Video with a Target Keyword

The title of your YouTube video is important as it serves as a meta tag, which tells the search engines what the web page and your video is about. Just as it is important to optimize your written content for your website, it is important to identify keywords that help to identify your video. For this reason, it is important to use keywords in your video title. When people browse or search videos on YouTube, one of the first things that they notice is the video title. The title is what determines whether or not the viewer will actually click to watch your video. As long as your keyword fits naturally in your video title, it will serve you well to optimize your title.

2. Write Your Description with SEO in Mind

The description boxes on YouTube videos can also be helpful for search engines and viewers. Description boxes can be up to 1,000 characters, however, many viewers do not read past what YouTube automatically displays for description boxes, which would be only the first two or three lines of text. Despite this, it is still beneficial to optimize your description box with keywords and phrases. An optimized description allows your video to show up in the suggested videos sidebar on the website, which helps to expose your video to more users.

3. Tag Your Video with Related Keywords

Using tags on your video allows both YouTube and your viewers to know what the content and context of your video is. By using relevant tags, YouTube can place your video in the suggested videos sidebar as a similar video, in turn, broadening the reach of your video. Tags should be a mix of the most important keywords and more general keywords. However, it is important to avoid using irrelevant tags as Google may penalize users who do.

4. Track the Right Metrics

YouTube Analytics allows you to see your greatest areas of success as well as areas that need improvement. The three main reports that YouTube provides are Revenue Reports, Watch Time Reports, and Interaction Reports. Other important analytics to keep track of include audience retention, demographics, playback locations, traffic sources and devices. These analytics will

allow you to see everything from what location and devices people are watching your videos from, to how people discover your videos and when they stop watching them.

5. Encourage Embedding

If someone embeds your video on their site, it allows your video’s rating to be boosted in search engine results. If you embed your video on your own website, you also give your site the opportunity for increased traffic by giving search engines added content to rank. Embedding your videos on a website acts like a back link, enabling your videos to be placed in search engine results, resulting in more views. It also helps you reach a wider, more diverse audience apart from just your usual YouTube audience.

6. Encourage Your Viewers to Like and Share Your Videos

The most important interaction metrics that YouTube shows you on your interaction reports include Subscriber numbers, Likes and Dislikes, Comments and Sharing. These metrics show you how viewers feel about your videos and give you the opportunity to interact and form relationships with your subscribers. It is beneficial to promote your videos on your other social media platforms, like Facebook or Twitter, if you have any. It is also important to encourage your viewers to comment, share and leave a Like on your video. Similar to Views, the more Likes that you have on your video, the better your YouTube SEO ranking will be.

Having a strong YouTube presence can have a huge impact on your brand reach by giving you the opportunity to engage with the billions of users on the platform. Once people watch your video, you have the chance to expand your communication with them by encouraging them to go to your company website, ultimately leading to conversions. By optimizing your YouTube practices, you can take full advantage of the branding power that the platform provides.

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mobile-traffic

Mobile Traffic – Are you making the most of it?

As marketers we are all aware by now that in 2015 mobile internet usage officially surpassed desktop internet usage. That, combined with Google’s Mobile Friendly Update in April last year, meant that 2015 was a massive year for mobile traffic!

That is all old news by now, but have you acted upon it? Are you aware of the behaviour of your mobile website visitors versus your desktop website visitors? If you’re not….then you should start now!

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Digital Marketing

Your Website – What NOT to do!

Anyone who knows anything about digital marketing will be well aware that keeping Google HAPPY is one of the main things that your day-to-day work will revolve around. One type of traffic that every website owner wants more of is Organic Traffic. Why? Because it’s free!! However, getting Organic Traffic is not as simple as ticking a few of Google’s rules off your fingers…if it was our lives would be a lot easier!

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Non Linear Content

The importance of a nonlinear narrative for your website content

It is without doubt that the web has considerably changed how we read, consume, produce and connect with stories nowadays. We are now immersed in a world with many digital devices on a daily basis and new ways of shaping content has made us rethink how to present our stories.

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