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Google’s Next Big Algorithm Update Postponed

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Page Experience update bumped by a month

The Google G.
Google’s Page Experience algorithm update starts going into effect in mid-June.

The launch of Google’s coming page experience algorithm update scheduled for next month has been moved to mid-June.

This major algorithm update makes Core Web Vitals a new ranking factor. Those of us who are working to get ready for it now have an extra month. Google released a statement saying that the Page Experience update will begin to roll out in mid-June, but won’t be fully integrated into search rankings until the end of the summer.
Google explained:

“We’ll begin using page experience as part of our ranking systems beginning in mid-June 2021. However, page experience won’t play its full role as part of those systems until the end of August. You can think of it as if you’re adding a flavoring to a food you’re preparing. Rather than add the flavor all at once into the mix, we’ll be slowly adding it all over this time period.”

Google’s major Page Experience algorithm update moved to June.

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While this update is a significant one, I don’t anticipate it having a dramatic impact on your search rankings, at least not for many months. That’s because Google has more than 200 ranking factors that go into where you show up in the search results for any particular keyword phrase. While this may be more important than a good number of those, it’s still going to have a relatively small impact.
Nevertheless, if you haven’t started to address these page experience factors, I encourage you to read our blog post, 7 Steps to Prepare for Google’s Page Experience Factor.

Have questions about this? Start a discussion below.

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Here: 7 Steps to Prepare for Google’s Page Experience Factor

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Page experience will affect your rankings soon

There’s a new algorithm change at Google scheduled for next May, and it promises to be a big one. Google calls it the Page Experience factor and we introduced it in this blog a few months ago. Much of what’s involved in page experience used to be referred to as user experience, or UX.
Perhaps the most important thing to understand about page experience is that not only will it help you to rank better in search results, but it will also help retain visitors on your site. A good page experience encourages visitors to read more on your site and visit more pages. And that’s highly correlated with conversions of those visitors to paying customers.

Get ready for Google’s new ranking factor, Page Experience.

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How you can get ready

Let’s look at seven specific things you can do to make sure you have a healthy page experience and can demonstrate that to Google.

1 — Mobile Friendly

Yoiur web site MUST be mobile friendly.More than half of all website visits are happening on cell phones. As a result, Google’s index of website content is looking only at mobile friendly content. If your website isn’t mobile friendly, it’s awkward to use on a phone and people are likely to abandon you and look up a competitor instead. For that reason and others, Google is reluctant to rank highly websites that aren’t mobile friendly. In general, I recommend a responsive site rather than having a separate site for mobile users that’s at all different from your desktop version.

2 — Core Web Vitals

One of the most important page experience factors is your page download experience, and core web vitals grade you on that. Google scores this based on three things:

It's important to pay attention to your page speed metrics.Loading

How quickly the page displays in your browser or on a phone — in technical terms, “largest contentful paint” (LCP), or how long it takes before you have a full screen displayed. If your page displays a temporary splash screen or a loading indicator, that doesn’t count. This measures how long it takes before you have a meaningful screen. To be acceptable, this should be no more than 2.5 seconds.

Interactivity

First input delay (FID) measures how long it takes before it’s interactive (meaning responsive to your actions on the page). A page is not always usable immediately upon being displayed; for example, buttons may not work until additional code has been loaded. To be acceptable, this should be no more than 0.1 seconds.

Visual stability

This is measured as something called “cumulative layout shift” (CLS). In some websites, you may be ready to press a button when all of a sudden things move on the screen and that button is no longer where it used to be. Sometimes after the page loads, pop-ups may show up that interfere with using the page. Instability of objects on the screen is a negative experience factor. This is measured by the relative size of the unstable element and how much it moves. To be acceptable, this score should be no more than 0.1.
Google's core web vitals metrics are an important part of its evaluation of your Page ExperienceSome of this is a function of your website itself, but some may also be a function of your web hosting company. For most of us, this is the technical stuff that we leave up to our web designer or web host. To check how your own website stands up to these, there are a number of tools you can use. Google offers six ways to check your core web vitals.
Are you inclined to dig into the details? If so, here’s a good overview.
If you’re not a technical person, I suggest asking your web developer to let you know how you stack up. And if your site needs work, I encourage you to have them deal with it because this may be the single most important part of Google’s new page experience score.

3 — Readability

Poor readability is an important reason for users to abandon your page and look elsewhere for what they need. When someone finds your page in search results and immediately bounces back to the search results to choose something else, the search engines understand that to mean that your page was not a good match for that search. And it’s less likely to be shown for that search in the future.
A sample of text with poor readability.A key measure of readability is the reading level, usually expressed as a grade level. Unless you’re writing a technical thesis, you don’t want your writing to be at a grade level 13 or higher. In general you should target a grade level of no higher than eighth grade. A quick and easy test for your web pages is available at WebFX.
Unfortunately, this is not usually something you can delegate to your web team. It requires your subject knowledge, and often the assistance of a professional copywriter can be invaluable.

4 — Clarity

Make sure your website content is both readable and clear.Beyond the reading level of your content, it also needs clarity. Is it easy for the reader to determine the point you’re trying to make? People typically scan content first to decide whether to read it carefully. A web page that’s set up for quick and easy scanning makes that easy.
The use of headings and subheadings can help a user quickly scan down the page to get to where they need to read carefully. Having short, punchy paragraphs, enough white space around it, and supportive images makes content easier to digest than long, dense paragraphs. You don’t want to have someone look at your page and conclude TL:DR — “too long, didn’t read”.
Avoid belaboring the point – don’t go off on tangents either. Mark Twain once said, “I didn’t have time to write you a short letter, so I wrote you a long one.” Take the time to write with clarity.

5 — Intrusive Interstitials

You want to avoid these. But it’s not immediately obvious what they are. Interstitials are usually screens that pop up in between pages as someone navigates through your website. Sometimes they pop up before the home page is displayed. Often they’re ads, but sometimes they’re something helpful like an offer to chat with a live person.
Examples of intrusive interstitial's that can generate a Google ranking penalty.Pop-ups are not necessarily bad if they’re small enough. The problem is intrusive interstitials that are so large that significant portions of the content are obliterated by them.
On a responsive website, pop-ups that aren’t intrusive in a desktop browser may be very intrusive on a phone. That’s something to keep in mind because Google’s index is based on the mobile version of your website.

6 — Safety

Danger warning icon.If your website gets hacked or contains malicious software, you can count on getting weeded out of Google’s search results. Make sure your website and your web host are safety conscious and have appropriate protective software in place.
If your website is designed in WordPerfect, I recommend the WordFence security plug-in to alert you whenever security updates are available for your website or any of the plug-ins it uses. Your web designer can make other recommendations about what’s appropriate for you.

7 — Security

Security has to do with encrypting data that travels between your website and the user’s computer or phone. A secure website has a Secure Socket Layer (SSL) certificate. It’s easy to tell because if it does, the address of your website starts with https://instead of just http://.
Originally most websites didn’t bother with an SSL certificate unless they were collecting personal data like credit card information. That’s changed now, and all websites should be secure.
Chrome will point out if a website is insecure for not having an SSL certificate.If your website doesn’t have an SSL certificate, when people look at it in Chrome they will see indicator that your site is “not secure”. Some users may infer that means your website is dangerous; you can lose potential customers that way!

Now’s the time to get ready for Google’s Page Experience algorithm update.

As of this writing, we all have about five months to get our websites ready for this significant change to Google’s ranking factors. Don’t put it off.

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How to Improve Local Rankings in Google

/ Google, links, local search, page content, SEO practices / Leave a Comment

Local search rankings are critical to local businesses

Increase your local search visibility on Google.

If you’re a local business, how you rank in local search can make or break your business. If you’re not showing up in Google when people search for what you do, your competitors are eating your lunch. That’s why it’s important to understand how to improve local rankings in Google and stay competitive.

It’s important to understand that there are two different local rankings in Google: the Local 3-Pack and the organic listings. The 3-Pack is the map with (typically) three local businesses beneath it corresponding to map pin icons on the map. The organic listings are typically beneath the Local 3-Pack and are the most common rankings customers consider.
These two parts of a local search result are determined by different factors. What’s most important to show up in the Local 3-Pack isn’t the same as what’s most important to show up in the local organic results. Let’s take them one at a time.

Google's Local 3-Pack for
Google’s Local 3-Pack

Ranking factors for the Local 3-Pack

#1 Google My Business

This is the most important factor here. Critical to success here is making sure your category is correct, that your NAP (name, address, phone) is consistent with what’s on your your website, and that you’ve filled out as much information as possible. This may be the most important step you can take to improve local rankings in Google.
Related: Don’t Show Up Missing on Google My Business!

#2 Reviews and Citations

Positive online reviews are next in line. Make sure you have reviews on your Google My Business page. And not just review stars, but informational reviews; Google considers review comments important. 9 of 10 people trust online reviews. So does Google.Get reviews on a good number of other sites, too. Facebook, Yelp, DexKnows, SuperPages and CitySearch are good ones. Also any vertical directories you’re listed on.  You can suggest that delighted customers review at some of these places. You also need to monitor any reviews you get and respond to them whenever possible. A positive customer-focused response to a mediocre review can leave a very positive impression.
Related: How to Get Online Reviews
Citations that are consistent widely across the web gives Google confidence in your location and phone number. Consistency is critical because if a number of your listings have a previous address, some have a local number and others a toll-free number or fax number, Google isn’t confident which is right. If Google isn’t sure, it’s much less likely to rank you highly.
Related: Understand Common Citation Myths

The important secrets for your business to be found in local search.

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#3 On-page SEO

This relates to making sure your website is secure, fast, and thoroughly Google-friendly. Make sure keyword placement is appropriate so that Google can tell clearly what each page is all about, and studiously avoid keyword stuffing.
Related: On-Page Optimization

The better your link profile, the higher your domain authority - and the higher you'll rank in Google results.#4 Domain Authority and your link profile

Your authority across the web informs Google about how important your website is. A commonly used measure of this is the Moz Domain Authority. It’s derived from a number of factors, the most important being your link profile: the number and quality of other websites linking to you.

Ranking factors for local organic listings

#1 On-page SEO

This is the same as #3 above for Local 3-Pack listings. It’s just more important for your organic ranking. It’s clearly indispensable for showing up in both parts of the search results.

#2 Domain Authority

See factor #4 above under the Local 3-Pack.

#3 Behavioral factors

A number of behavioral factors can affect your organic rankings in Google. They include the following.

  • Click through rate reflects the number of searchers exposed to your listing on a search engine results page (SERP) who actually click on your listing. They have looked at your page title and description and concluded that it’s a good match for what they’re looking for.Google's Local 3-Pack for
  • Mobile clicks to call are possible only for mobile searchers, since you can’t click to call on a computer. But when someone finds you in a search on their phone and clicks to call you, it’s a very concrete message to Google that your page is an excellent result for that search. The more that happens, the better.
  • Bounce rate is related to the click through rate. For either to happen, the searcher needs an impression – you need to show up on the SERP for their search. A bounce occurs when someone is on a SERP with your listing and clicks on you but immediately bounces back to the search results to pick someone else instead of exploring your site. That’s a negative ranking factor. They clearly did not like your page or determined it wasn’t a good match for what they were looking for. And Google understands that.
  • The longer someone spends on your site, the more Google assumes they liked what they found there.Time onsite is something that Google tracks and most people aren’t aware of it. When someone clicks on your site and stays there awhile, perhaps exploring additional pages on your website, that tells the search engines that your site was an excellent match for that search. The longer they spend on your site, the more good information they must’ve found there. That makes you look really good in Google’s eyes, and will help you rank higher in the future.

#4 Reviews and citations

See#2 under the Local 3-Pack above. These are important to your rankings in both the organic results and the Local 3-Pack.
To improve local rankings in Google, you really need to pay attention to every one of the above ranking factors.
[Updated 2/12/21 to include a link to an excellent  Forbes article about NAP consistency.]

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Google’s New Ranking Factor: Page Experience

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Google to focus on user experience as a ranking factor.Google’s next big algorithm change for Page Experience is planned for launch next year. It will measure user enjoyment of web pages using both old and new specific ranking factors, grouped into a page experience score. Google explains it:

The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.

So what are these page experience factors?

I’ve broken them down into nine discrete thing that a small business owner needs to address on your website.  Let’s hit them one at a time.

Your site needs to be responsive and mobile friendly

A responsive site is one that adapts to the device it’s showing up on. If you open up your site in a browser and change the width of the browser window, the display of the website should respond to that. If you make the browser window narrower, you shouldn’t see it cut off the right edge of paragraphs.
Bring mobile-friendly is no longe an option. Most searches are done from phones now.This is it really obvious on a phone. Your website should look  different on a phone than it does on a desktop computer. But you don’t want to have a separate mobile-only websites like some people did in the early days of the smart phone. You want the same information available on a phone that’s available on a computer, since Google is using a mobile-first index. If your mobile site is abbreviated and has less content in an effort to more easily fit on a phone, that’s the version of your site Google will index and rank. You want one website that can display differently on a computer and a phone. That way the same information is available regardless of how a customer is looking at it.
Also in terms of being mobile-friendly, it’s important that tap targets, links, buttons and so forth, are large enough and far enough apart to make it easy to tap them. If they’re too close together, your fingers are likely to hit two at once and that provides a poor user experience. The size of your text also may need to be different on a phone so that it’s easy to read.

Get ready for Google’s Page Experience algorithm update.

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Page speed

Page speed is important: all else being equal, a fast page will outrank a slow page.Page speed refers to how many seconds it takes for a page on your website to download into a user’s browser or phone. Google likes to see a web page that displays on your phone or in your computer within 2½  seconds. Fully displaying in 4 seconds is considered adequate, but any longer than that and Google considers it to offer a poor experience.
From a practical matter, we live in an age of impatience. If someone clicks on your listing in search results and drums their fingers while they’re waiting for to load, they may give up before it finishes loading and go back to the Google search results. They are there likely to click on another listing and that “bounce” tells Google that they didn’t like what they found on your site. Not only did you lose a potential customer, but it’s likely to hurt your rankings in the future.

Visual stability

All across the web they are calling this “cumulative layout shift” or CLS. Let your web designer worry about those terms, but don’t  let this jargon intimidate you. What this refers to is things jumping around on your screen as a page loads. It can be very annoying, as you can see on the website Media Bias Fact Check. Google considers this a poor page experience and if it’s happening on your website, your rankings will suffer for it.
[Update March 2021] I’m sure it’s not because of us, but Media Bias Fact Check has corrected their visual stability issue so it’s no longer a good example.

Avoid 404 errors

404-error-page-not-foundWhen a user tries to go to a page that isn’t where they think it is, they get a 404 Page Not Found error. If there are links on your site that point incorrectly to content on you’re website, your shooting yourself in the foot. It’s a poor user experience if you send your users to pages that aren’t there. It’s important to scan your website and make sure you clear up any of those.
Beyond that, though, there may be malformed links on other websites or links on those sites that point to pages you have since eliminated or moved. Those 404 errors are pretty much unavoidable. But you can improve the user experience of them with a custom 404 page. Unlike the default 404 error your browser provides, if you have a custom 404 page it’s formatted just like your website so users know that they haven’t been completely lost. Many websites treat this with a little bit of humor and offer to help the misled user to find what they’re looking for via a search option or a link to your site map.

Get your site ready for Google’s coming Page Experience algorithm update.

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Security is important

HTTPS padlock icon

Is your website secure? Google is on a mission to improve security across the web, and as a result it tends to give a ranking advantage to secure websites. If your website URL starts with HTTP:// then it’s not secure. Secure websites start with HTTPS:// and insecure websites are flagged when they show up in Chrome. Many people will see the “Not secure” indicator in the address bar of their browser and mistake it to mean that the site is dangerous. You certainly don’t want that for your own website.
If your website is insecure, our blog post from a couple of years ago may help. It’s entitled Make Your Small Business Website Secure with HTTPS.

Avoid intrusive interstitials

Boy, that’s a mouthful. Intrusive interstitials refers to those annoying pop-ups that block most or all of the page content when you arrive on the page. You may have run into them when loading certain websites with an ad blocking plug-in in your browser. Very often they pop up to ask you to subscribe to a newsletter, and so forth. They provide an annoying user interface, and Google doesn’t like them for that very reason.
Not all pop-ups are bad; just those that are intrusive, blocking too much content.

Readability

Writing readable text The Internet expression TL:DR has become popular lately. It means “Too Long: Didn’t Read”. If your web page is too long or too dense and intimidating, people may leave before they digest what you’re trying to say. That doesn’t mean you need to have short pages with little content on them. On the contrary. But you can reduce the density of the page with effective implementation of images and white space.
You also want to avoid sounding pedantic because it takes too much effort on the part of your reader. The Yoast SEO plug-in for WordPress has a very valuable feature in that it will assess the readability of your content and offer suggestions to make it more approachable.

Employ clear headings and subheadings

Clear headings and subheadings can go a long way toward making your material less intimidating. Users can scan the page to find the precise portion of the page they are most interested in. Odds are you scanned this page’s headings before deciding to read it. And by employing proper heading tags in the code of your page, you help Google more easily understand your page, and that can only help in your rankings.

Don’t forget CTAs

Include a Call To Action on your page for best reaults.A CTA is a Call to Action and is critical in getting your users to take the action you want them to. If you’ve ever ordered a burger at a fast food joint, the cashier almost certainly asked you “do you want fries with that?” They sell a hell of a lot more fries because they ask.
So if you want someone to call you or to sign up for your newsletter, or to buy something, you need to ask them to do just that. The easiest CTAs to see are buttons, but you can also employ text-only calls to action if that fits your purposes better.

Page experience is important in so many ways

A good page experience will entice more people to read what you have to say, will keep them  engaged and on your page longer, That will reduce your bounce rate and increase your time-on-page, and thus will increase conversions as more people click on your calls to action. Here’s some helpful information about optimizing your conversions rate.
Not only that, but Google will like your page better and rank it higher.
Get ready for Google’s upcoming Page Experience algorithm update by improving the user experience across your website now.

Facing challenges with your page experience? Start a discussion below.

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Top SEO Ranking Factors

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What are the most important search engine ranking factors?

Growth of revenue from better online visibility via SEOGoogle has stated that there are more than 200 SEO ranking factors that control where your website ranks when people search for what you do or sell. They are not all weighted equally: some are exponentially more important than others. And it helps to know which are the most important so that you can spend your time as wisely as possible improving your website for good search rankings.

SparkToro recently reported on a survey of more than 1,500 SEO professionals to arrive at a consensus about the relative importance of 26 different ranking factors. I’d like to focus on the top dozen factors you should pay attention to. But before we begin, here’s the relative ranking chart from SparkToro, rated on a 10-point scale of importance.
Top 26 Google Ranking Factors in 2019

Let’s dive into the top dozen SEO ranking factors from this list.

  1. Write your page content for relevance to your desired visitor.Relevance of your page content. Clearly, this earns the top spot because if your page isn’t highly related to what was searched for, Google will never want to show it. The focus of your page content needs to be highly relevant to the search. The most common violation of that is when a local service-oriented website has a Services page that lists all the services they offer. Unless each bulleted service links to a page that’s all about that specific service, it’s a wasted page. I often have to explain that a page that’s about everything you do is really not about anything you do.
  2. Link building is essential to your authority on the web.Quality of your link profile. Your importance or authority on the web is very heavily dependent on your inbound link profile. That’s the number and quality of other websites that have links pointing to yours. Each one of those inbound links is a vote for you. But web pages that have a high authoritative score help you much more than pages with less authority.
  3. Use of query-relevant words and phrases. Google does an excellent job of understanding the semantic relevance of your content. Inclusion of related words and phrases helps Google understand the focus of your page and compare it to the searcher’s intent. For example, a page about New York pizza could be about a restaurant in New York City, or about a recipe for New York-style homemade pizza. The non-keyword phrases and words on the page help Google to understand its relevance to a given query.
  4. Expertise, Authrority and Trust are imporant ranking factors at Google.Domain E-A-T: Expertise, Authoritativeness, and Trustworthiness.  E-A-T is heavily dependent upon both your content (including the author’s expertise) and your link profile. If you’re the author of content on your website and blog, your personal perceived expertise counts in your favor. You can build on that by publishing frequently, thoroughly, and widely about topics related to your business.
  5. Yoiur web site MUST be mobile friendly.Mobile Friendliness. Ever since Mobilegeddon or Mopocalypse in 2015, it’s been essential for your website to be mobile friendly. And it’s important for your website to be responsive rather than having a separate website for mobile. Google’s index which they use for ranking, is now based on the mobile version of your website, not the version people see on a desktop. With more than half of all searches done on phones, not being mobile friendly hurts not only your ranking, but severely affects conversions from anyone who ends up on your website from their phone.
  6. Exact Match Keywords. While Google has gotten much better at understanding related words and keyword phrases that may be in different orders or broken up on your page, having an exact match for the keyword phrase people search for the most is still important.
  7. Pursue a robust and diverse link profile.Quantity and Diversity of Linking Websites. This refers to your inbound link profile. It’s important to have not just a lot of inbound links to your site, but to have them from different domains rather than having many of them come from one website.
  8. Content Accuracy. If the content on your page is at odds with widely accepted facts, it’s unlikely to rank well. While Google is looking for authoritative pages, part of what makes a page authoritative is Google’s assessment of its accuracy.
  9. Link Authority. This is about the Domain Authority of your website. Each page also has an authority value, but this is referring to your overall website’s authority. It’s based on the quality of other websites that link to you.
  10. Page E-A-T. While the domain’s Expertise, Authority, and Trustworthiness is very important (it’s number four on this list), the E-A-T of the page that’s going to appear in search results is also important.
  11. Page Query-Relevant Content. Is it clear to the searcher why the search engine retrieved your page? If not, it’s time to re-think the content and design of your page.
  12. All else being equal, a fast page will outrank a slow page.Load Speed. How fast a page downloads is important for two reasons. First, it’s a ranking factor at Google, so a slow page is unlikely to rank as highly as a fast page, all other things being equal. Second, the likelihood of someone abandoning your page before reading it — and going back to the Google results increases dramatically with how long your page downloads to a user’s browser or phone. That’s called a “bounce” and too many of those will hurt your rankings in the future. Google considers page speed good if it’s under two seconds. I consider it acceptable if it’s under three seconds. But every second extracts more abandonments of your page.

If you’d like to explore any of these search ranking factors with respect to your own website, I’m happy to speak with you. Just give me a call.