5 Steps to Optimize Your Website for the New Page Experience Update: Part II

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Following up on our earlier blog on Google Page Experience Update, here are some more tips that you can adopt to optimize your website for the new Page Experience Update.

  1. Optimize Your Content: Focus on high-quality content, as it is still more important than user experience alone, because your website is nothing if not a place for your potential customers to gain information. Google even stated in its original announcement that, “while all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar”. The company notes that a good page experience doesn’t override great, relevant content.

    According to BrainStation, to promote a business and to produce high-quality posts, 74% of marketers choose content marketing platforms. This is because they know that no matter however great page experience is, all their efforts will be in vain if the content is not good.

    So, to enhance your content quality, follow some tips. They are:

    a. Use of Headers: Make proper use of headers such as the title tags and header tags – as it will segment out your information into easily digestible chunks and will also make it easier for Google to crawl and index. Most importantly, using subheadings is a great way to optimize your target keywords, as the more prominent they are on your page and your URL, the more Google will accept that the information you are creating is valuable and relevant.

    b. Write for your Audience: Make sure that you are writing content for your audience by addressing the pain points of your buyers, not for search engines. Also, try to create content for each stage of the content marketing funnel to attract and foster the right customers.

    marketing funnel 3 stages
    Source: https://www.singlegrain.com/wp-content/uploads/2019/10/Marketing-Funnel-3-stages.png

    c. Use Examples: To clearly explain the points you write try to use examples, as it helps users better understand the content, especially when you’re discussing information that is complicated or otherwise hard to visualize.
    d. Write a Compelling Headline and Introduction: Craft a compelling headline, to attract as many visitors as possible. Also, create a persuasive introduction – that is short, informative and to the point- that persuades users to read the whole content.
    e. Ensure “NO” Errors: Before publishing your content on your website, ensure there are no grammatical and spelling errors. Get an editor to proofread it or use a tool like Grammarly, PerfectIt, Hemingway Editor and so on.
    f. Incorporate Relevant Images: Significant images, graphs and/or videos help the reader to better understand the content and it will also break up blocks of text for better user experience.

  2. Evaluate your Competition’s User Experience: Even if you think you have amazing UX, compare your experience to your competitions’. For that you can check on the top pages of your biggest competitors through any traffic analyzer.

    For instance, go to NEILPATEL’ s Ubersuggest and type in your biggest competitor. Go to navigation and click on “Top Pages”, where a report will appear.

    neilpatel
    Source: https://neilpatel.com/wp-content/uploads/2020/05/toppageslist.png

    This report shows the most popular pages of your competitor’s site – The pages at the top are the ones with the most SEO traffic – from an SEO perspective. Go through their top 50 pages and look at the user experience of each of those pages, check all the keywords that each page ranks for and find:

    a. What is it that they are doing?
    b. How does their content quality compare to yours?
    c. What are the differences between their website and yours?

    Keep in mind how your competitors are amusing people with the user experience and work accordingly.

  3. Use Heatmaps: A heatmap is a data visualization technique that helps website owners understand what users do on your website pages- such as where they click, how far they scroll, what they look at or ignore. It visualizes the most popular (warm) and unpopular (cool) elements of a webpage using colors – on a scale from red to blue. That is, heatmaps measure user interaction indicating the warmest being the highest engagement levels and the coolest being the lowest.

    With the help of certain tools like Crazy Egg or Hotjar you can now implement heatmaps in your website and find usability issues. It helps understand what users are experiencing when engaging with your website and these insights can help you improve your web design, thereby enabling you to enhance the overall page experience.

    For instance: the areas highlighted in the image below are where most people are clicking on the page (the more red, the more the clicks):

    heatmaps
    Source: https://www.singlegrain.com/wp-content/uploads/2020/08/ijms.jpg

    From these colors we can understand that the places that users click takes them to a relevant resource (or page), which means they are expecting something specific. If not, then you may have to reconsider your content in those areas so that you can attract more visitors to your website.

    Check the scroll heatmaps, as it shows how deep users are going on your website. It also allows you to ensure that the users are reading the primary information you want them to on your website.

  4. sproutcommunications
    Source:https://sproutcommunications.ca/wp-content/uploads/2018/03/Screen-Shot-2018-03-12-at-12.38.12-PM-e1520874126323.png

  5. Keep your Page’s Size Less Complex: For this you need to design your website accordingly. Most people think of website and page designing in terms of aesthetics and load a lot of images or visual elements in it. But what we have to understand is that, though offering a feast for the eyes is a good ranking factor for user experience, we don’t want to overstuff our web pages with visual content, as it will make a website slow. There are also a few other factors that affect the page size such as using too many fonts, self-hosted videos, too much bad code and so on.

    Here are some ways to approach these problems:

    a. Optimize your images and make them weigh less by using an image compressor.
    b. However, if your page is already content-heavy, consider spreading the largest items to multiple pages within your site.
    c. You can use also use a Content Delivery Network (CDN) such as CloudFlare. It will help to cache your content closer to the visitor’s access point.
    d. Remove unnecessary custom fonts.
    e. If your webpage is full of icons and images, the browser has to make requests for every one of those images – regardless of their size. This takes time and reduces the loading speed of your page, which affects the page experience. Therefore, to avoid this, use CSS sprites- a useful method of collecting multiple images and combining them into a single image, thus reducing the overall number of image requests and speeding up your page load time.

    page load time
    Source:https://blog.hubspot.com/hs-fs/hubfs/00-Blog-Related_Images/Screen_Shot_2015-07-22_at_2.17.55_PM.png?width=580&name=Screen_Shot_2015-07-22_at_2.17.55_PM.png

  6. Remove Large Pop-up Banners: Never keep a large pop-up banner on your website as it provides a poor experience to users, which increases your chance of getting negatively impacted by the Page Experience Update.

    A user visits your website thinking that your content or website can solve their problem. But with the presence of large pop-up banners, that interrupt the user from accessing your website and the primary content on the page, it actually gives a negative experience to your users. Therefore, it is your responsibility to remove large banners from your website and help users easily access the content on your site.

    Remove any ads that appear before the main content fully loads, because, as soon as a user lands on your website, the first thing they should see is the page’s primary content – not an ad asking them to sign up or download something before they’ve even read your content.

    However, certain pop-up ads or interstitials that appear at the top of the page is harmless, as it won’t hurt your rankings even after the Page Experience Update.

    page experience update
    Source: https://storage.googleapis.com/twg-content/original_images/5Exploration-Chapter-1.png

Note: Cookie information, age-restriction policies, and login dialogs are the exceptions, but don’t go overboard with these either for the sake of user experience.

Though not a broad core algorithm, this Page Experience update could be important once it is rolled out. This is because Google will measure your web pages – using ranking factors, Core Web Vitals and other UX signals – to examine how a user would perceive the experience of a specific web page. However, just like any other Google algorithm update, this update would also get revised and modified with time to make them more effective. But for now, prepare in advance for the new change, start optimizing your website and enhance its usability from now as it will only help you to stay ahead of your competitors.

Partnering with an experienced Long Island social media marketing agency to optimize your website for the update is the ideal option, as they would prepare themselves for such sudden changes and help their clients deal with such algorithm changes by updating their strategies as needed.