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Purnima Balraju

Published on

January 25, 2021


digital marketing, SEO, website

Google announced a major update to their ranking algorithm that will go live in May 2021. So, what does this mean for your website and how would this affect your current SERP ranking?

Google’s upcoming algorithm update: Page Experience

What is it?

A collection of factors aimed at measuring the UX of your website. In essence, it is about how pleasant it is to use it and the usefulness of the content. For example, the page loads quickly, interactive elements like CTA buttons are functioning, and your site features updated and useful content that keeps your audience coming back for more.

A brief history of Google algorithm updates

Google algorithm updates penalise or reward SEO efforts. For example, the first major Google update, Panda, penalised keyword stuffing in the copy.

So how does this affect your website?

With the rollout of the Page Experience update, Google intends on ranking sites with seamless UX, loads quickly, and contains great content. Creating content on a website that provides an intuitive experience makes it easier to rank on the first page of Google. While Google’s algorithm is calculated based on different factors with varied weightage, it may not be something to worry about. However, if you are lacking in a few of the ranking factors, it could put a dent in your SERP rank.

To be users’ #1 search engine choice, Google’s upcoming update is geared towards rewarding sites with relevant content and an intuitive design.

Companies that will be most likely impacted by the update are those in a niche industry or a highly competitive environment.

Why should you care about this update?

Traffic to site is the highest on #1 position on SERP and the click through rate drops by 50% on position #2. Optimising for the most relevant keywords is insufficient. Meeting the Page Experience signals helps your page to rank higher organically. This helps you to:

  • Save costs from doing paid search and invest it in other meaningful marketing activities.
  • Build trust and credibility from being ranked on first page
  • Generate traffic, engagement, and conversions

What can you do now?

Here are 3 things you can do to prepare for the update:

  1. Identify high-value landing pages
  2. Understand the key issues specific to your website
  3. Compare your user experience to that of your competitors

To start off, doing an SEO audit helps to pinpoint key areas for improvement and the performance of your website compared to others within your industry.

Is your website ready for the May 2021 update? Get in touch with us for an SEO audit and get ahead of your competition.

Do get in touch