Hold onto your hats; another set of changes to the way Google ranks its search results is imminent!

Google has announced it will integrate new “page experience metrics” into its search rankings. These metrics are set to include web usability indicators such as load time, interactivity, and the stability of content as it loads – reflecting the overall user experience for each site. 

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From next year, these indicators will be added to the existing metrics Google uses to rank search results (such as security and mobile-friendliness). These signals will also impact eligibility criteria for Top Stories, a feature in Search on mobile devices.  

It’s worth noting, the importance of page content will not change but these new signals will carry more weight and will be the deciding factor on a ranking between pages with similar-quality content.

Admittedly, this is not the first time Google has modified the way it generates search engine results. However, this new set of changes has the potential to turn everything on its head.

What does this mean for your website? Put simply, it’s time to up your game! 

If you want your site to have the best chance of making it to the first page on Google, your website has to rate highly for speed, responsiveness and visual stability. 

Importantly, Google has flagged its intentions to introduce further metrics each year, to push site owners to align their pages with user expectations. 

While it will be a challenge for site owners to ensure their pages are delivering a great user experience, Google believes it will raise the bar in providing better access to a wealth of information for users. 

So, if you aren’t aware of the metrics used by Google to generate search rankings, or if you need a hand to improve how your clients feel about using your website, please contact us! We can optimise your site’s SEO results for the future of Google.

Get started by checking your site’s Core Web Vitals here and you can read Google’s break-down of the Core Web Vitals here.