Google Releases New Page Experience Algorithm Update in 2021

Posted by Erin Meyer

On June 15 of this year, Google began releasing its page experience algorithm update, which was recently completed on September 2, 2021. Search engine expert, Bruce Clay, has published an article highlighting what marketers need to know about this update.

Person on tablet device browsing the web

What Is Involved with the New Update

This new update is a combination of things most webmasters were already ranking for and a new group of factors referred to as “core web vitals.” Familiar criteria include:

Mobile-Friendliness, HTTPS, and No Intrusive Interstitials. The new core web vitals are listed as: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS).

In the following paragraphs we’ll take a closer look at each of these factors.

No Intrusive Interstitials

Intrusive interstitials are more commonly known as web page pop-ups that interfere with a mobile user’s ability to see the content they are interested in. Some recommended steps to avoid intrusive interstitials include:

Make sure that pop-up banners don’t occupy too much space
Provide a clear way for users to dismiss the pop-up
Include a delay before the pop-up renders
Segment your pop-ups according to audience interest
Once a pop-up is dismissed, it should not continue to display throughout the website
Be sure pop-ups do not add to page load time

Mobile-Friendliness

Mobile-friendliness refers to how easy a website is to use on a smartphone or tablet. Ways to ensure mobile-friendliness include:

Make sure pages adapt to fit different screen sizes
Have an appropriate text size for viewing on mobile devices
Be sure click buttons and links can be used by mobile viewers
Confirm web pages load quickly
Make sure plugins are mobile-compatible

HTTPS

Websites should be migrated from HTTP (hypertext transfer protocol) to HTTPS (hypertext transfer protocol secure) This secures the data exchanged between a web browser and a web server, protecting a website and its visitors from potential threats.

Largest Contentful Paint (LCP)

LCP measures how quickly the largest image or text block renders on a web page. Analyze the factors that may negatively affect this:

Server and/or software response times
Webpage resources and bandwidth
Browser software and plugins
Site JavaScript and CSS code

First Input Delay (FID)

FID measures load responsiveness or how fast a web page loads and allows a user to interact with it. A common problem in this area is heavy JavaScript, so it is important to optimize how JavaScript parses, compiles and executes on a web page.

Cumulative Layout Shift (CLS)

CLS is a measurement of formatting changes to a web page that occur following the initial browser rendering. An example of instability in this area is when a button moves on the page, causing a user to click something unintended. Tips to avoid these problems:

Use size attributes for images, videos and other embedded items or iframes
Do not insert content dynamically above existing content
If using CSS to animate elements, prefer “transform” animations

Don’t have time to keep up with the ever-changing Google landscape?

We get it and are here to help. The Upright team stays on top of Google algorithm updates so our clients don’t have to. Search engine optimization is an on-going effort that requires significant time and attention. Let us help you stay out front and profitable with your digital marketing efforts. Contact us today.