Category Archives: Design

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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Conversion Rate Optimisation

How Conversion Rate Optimisation can help your business.

What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) is about making sure you are directing the visitors on your website towards the action that you want them to complete. This could be anything from purchasing a product, completing a contact form or signing up for a newsletter online.  In other words, you want to convert online visitors into customers to increase your sales by giving them a positive experience on your website. The process of CRO will provide you with a better understanding of how visitors make their way around your site, what actions they take and what’s preventing them from completing your goals.

How does Conversion Rate Optimisation work?

As a business, you must understand that your current customers are your best customers. It’s much easier to maintain a loyal customer relationship than to make a new one; this also goes for your website; your best pages will continue being your best pages. With a good CRO strategy plan, your best-performing pages can even be better than before. Instead of focusing on the average pages or spending time and energy creating a new page that may or may not perform well, you can put more effort to the top pages that will give you substantial results.

CRO Research.

You need to have a good idea of your current website analytics. How many people visit your website? What are the most and least visited pages? What channel are your visitors coming from (organic, direct, social, etc.)? You can use tools such as Google Analytics to help you find answers to these questions. Researching who your potential clients are is very important, where they are from and what they do for a living, this will give you a better idea of how to sell your products or service to them.

Experimentation.

The basic strategy plan for conversion rate optimisation is experimentation. Start with a hypothesis and test parts of your website to see how the change affects the number of conversions you get per visit. For example, “if we move the ‘contact us’ form at the top of the landing page instead of being at the very bottom, we’ll increase conversions.”

Results.

After testing, review your results and use analytics to determine if the outcome was significant or not. If the results were positive and saw a dramatic increase of conversion, i.e., more people had filled up the ‘contact us’ form because it was moved to the top of the landing page instead of being at the bottom.  Take note of the change and apply it on to other parts of your website to enhance the page’s performance.

One of the world’s biggest online retailer Amazon revamped their website design so many times over the years before finding the right method for them. Until you find the correct CRO strategy that works for your online business, it will be a constant trial and error, so don’t worry if you don’t see the results you were hoping for overnight.

The importance of Conversion Rate Optimisation.

  1. Increase revenue: CRO identifies the different opportunities for you to boost your revenue and conversions.
  2. Increase customers: CRO focuses on the needs of the right customers for your website. You can also understand the objectives of your visitors on why they are visiting your site.
  3. Competitors: The more visitors you convert to customers means you are doing better than your competitors. It also says that your website traffic is increasing and your social media activity is improving.

How can Evolution Digital help?

You have to remember CRO is not about increasing the numbers of visitors to your website but converting them into customers. With time and the correct actions, a good CRO plan can increase sales, generate business and help build a loyal consumer for your company. If you have any questions about Conversion Rate Optimisation, Evolution Digital can help. Be sure to get in touch with us, and we can have a chat!

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eCommerce Web Design Trends

The landscape of eCommerce Web Design is constantly evolving and new trends are always emerging. In order to ensure the best user-experience for your visitors you must ensure that your site stays relevant. The number of customers using their mobile for transactions is always increasing meaning sites need to be more adaptable. Here at Evolution Digital, we always keep up with the latest trends in eCommerce Web Design so that we can ensure that we design the best site for your business.

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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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Website Development Checklist

Website development checklist

When you are planning to do a website for you or your own company, you have to produce a website that it is up to the standards and follows current guidelines. How can you be sure that you are doing it correctly however?

Well the solution is to have a guideline of tasks or a checklist of steps that you can closely follow. This is important because missing or neglecting some simple steps in the process might result in a website that does not rank well on search engines, even if it looks visually stunning.

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