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.
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 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
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
First Input Delay (FID)
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.