Google is in the process of implementing a search update that integrates page experience metrics in its ranking algorithm. Page experience looks at how users on a website “perceive the experience of interacting with a web page beyond its pure information value.” That basically means this update isn’t related to the actual content on a webpage but instead measures the results of a set of specific signals that include:
- Core Web Vitals, or how (and fast) your website loads;
- Mobile-friendliness, a measure of whether your website performs well when accessed from a phone;
- Safe browsing, including whether your site serves malware- and virus-free content;
- HTTPS security, or what is considered a “safe” connection with your website; and
- No intrusive interstitials, which are automated actions that can negatively affect a user’s viewing experience.
So, should you drop everything and focus only on the signals listed above? No way! Once the update is complete, page experience will be included along with the hundreds of other signals that are considered when search results are produced.
Google is telling us that page experience is important, yes. However, websites with the best information overall will still rank higher. In short, a great page experience with poor information will not outperform a page with high-quality content and a mediocre page experience. One important instance where page experience might be beneficial is in the event your company and a competitor have similar webpage content. If you’re able to outperform that competitor on page experience, then you’re more likely to beat them in the rankings.