Marketers are always focused on offering quality user experiences. The latest Google's algorithmic updates substantiate that customers' experience management (CXM) will be a core ranking factor for the marketers to rank their pieces of content higher on the Search Engine Result Pages (SERPs).
Here's what you can do for user-experience optimization and to rank your content higher on the SERPs (Search Engine Result Pages):
1. The User Perspective Should Be Taken Into Consideration
Google algorithms measure aspects that determine how a user perceives his experience on a webpage.
Viewing your webpage from the users' perspectives allows marketers to optimize their webpages to suit the users' experiences.
Optimizing for users' experiences delights the customers and also helps the webpages evolve to match the search expectations of the customers.
2. Be Mindful of the Holistic Page Experience Signaling
Google algorithms combine the core web vitals and the web experience signals to present a holistic picture of the users' experiences.
Google will continue to add more page experience signals that align with the users' experiences (UX).
The core web vitals for enhancing the page experience include the page loading time (Largest Contentful Paint or LCP), interactivity (First Input Display or FID), visual stability (Cumulative Layout Shift or CLS). The other major factors for determining the page experience signaling include mobile-friendliness, safe browsing, HTTPS, and none intrusive interstitials.
3. Be Mindful of the Page Experience Rankings
Page experience will be a ranking factor for the search engines. Moreover, to be eligible for the top stories too, the page experience will be vital. Consequently, featuring on the top stories will no longer depend on the Amplified Mobile Pages (AMPs).
Additionally, Google will continue to prioritize quality and relevant content, and visual content even if the page experience such pages provide is not great. With better page experience such web pages will only perform better.
When duplicate content is present on two pages, Google prioritizes page experience for higher-visibility on the search results.
4. Employ the Google Developer Tools
Employing Google developer tools help marketers get a Core Web Vitals page report and recommendations.
These include Lighthouse, Chrome DevTools, PageSpeed Insights, etc. Marketers can also use the Google Search Console to improve their marketing strategies and amplify the overall marketing game.
Marketers can boost their website speed and can speed up the Customer Management System (CMS) employing tools such as SEMrush to detect and fix the broken links and 404 errors.
Competitive benchmarking helps identify the competitor elements that contribute to better page experiences.
Employing the web analytics tools such as Crazy Egg can help users monitor the clicks, track the pages fetching the highest number of clicks and bounce rates and the pages continuing to the maximum and the least user experience.
Marketers can also segment clicks by user profile or origin.
Wrapping Things Up
Back in May 2020, Google revealed the page experience signal, which will be a ranking factor at some point in the year 2021. On November 10th, 2020, Google revealed that the Page Experience Signal will roll out in May 2021.
Marketers would need to embrace an object-oriented approach to optimize their content game. The above tips can help you adapt to the page experience signaling approach by Google, for the year 2021 & beyond.