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User Experience Now Officially An Important Factor in Google’s Organic Search Results

May 29, 2020

This week Sowmya Subramanian, Google’s Director of Engineering for Search Ecosystem, announced that Google will include Page Performance Experience in its organic search ranking factors.

This means that many of the techniques that I recommend to improve Conversion Rate Optimization, getting more sales once visitors get to your site, which are factors that heavily focus on user experience, are now also factors for Search Engine Optimization, getting more visitors TO your site.

In 2018, Google announced that page load speed was now a factor for search rankings and last year announced that it would now evaluate the ranking factors for a web page based on the mobile version of that page.

These decisions by Google are in-line with what I’ve seen as the goal of the organization over the years: to provide the best experience for its users. Most of the ranking factors that they have indicated, and that SEOs have seen work to date, more highly rank pages and sites that:

  • have content that is most relevant to the phrase searched on;
  • include fresh content on a regular basis
  • are well organized with clear navigation indicating the hierarchy of content;
  • receive more incoming links from relevant, authoritative websites;
  • load quickly and function well on mobile devices.

The page experience 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.

Subranabuab notes that signals derived from the new “Core Web Vitals” will be combined with the existing Search signals for page experience including mobile-friendliness, safe-browsing, and HTTPS-security.

Because we continue to work on identifying and measuring aspects of page experience, we plan to incorporate more page experience signals on a yearly basis to both further align with evolving user expectations and increase the aspects of user experience that we can measure.

Here is a diagram to illustrate how Google will now determine Search signals for page experience:

Google has updated tools provided to web developers and website owners, such as Google Search Console and PageSpeed Insights, to clearly indicate performance for Core Web Vitals and provide recommendations for improvements.

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. A good page experience doesn’t override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search.

The good news is that I have already been advising clients techniques to ensure good user experience and this will also now contribute to search engine optimization and thereby good to obtain relevant leads from organic search rankings. The even better news is that we now have access to information from Google on how well our websites are performing in these additional areas.

Read More on Conversion Rate Optimization: Ecommerce Conversion Optimization – Get More Sales From Your Online Shop

Filed Under: Digital Marketing Articles, Google, Internet Marketing Advice, Search Engine Optimization, Search Engines, Technology, Web Design & Development

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What My Clients Say…

She will help you maximize your results and help you increase your ranking organically

Trident Holiday Homes Ireland

We found Ann to be very approachable and friendly, she even took time out of her vacation in Ireland to visit our office. Ann was available at the end of a phone to answer any queries we had. All in all, I would recommend Ann to anyone who is looking for a digital marketing consultant and coach, she will help you maximize your results and help you increase your ranking organically.

Eilís McDermott, Senior Marketing Executive
Trident Holiday Homes

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When I joined Sarah Leather and Ann Donnelly’s course, “How to Make Money Online and Become an Entrepreneurial Goddess”, I had a seed of an idea that at some point I thought I might need a website and this course could help with that. I was right about that, but what the course showed me was so much more. It was like a light was turned on for me. Being shown the simple online tools that can assist in researching, setting up, monetising and promoting your site has been invaluable (and all without the boring tech jargon that just numbs any creativity one might have had). I have gone from seed of an idea to completed website in 5 months, and yes I am proud of that! Anyone with an entrepreneurial side and wanting to do something new needs to do this course, without a doubt.

Lisa Lillywhite
The Smart Happy Project

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“How to Make Money Online and Become an Entrepreneurial Goddess” is without doubt the best course I’ve ever done. The sessions had so much content and were made really interesting by Sarah Leather and Ann Donnelly’s well thought out presentation. I was aware how marketing on the internet was so powerful but had no idea how to draw people to my website. Now with all I’ve learnt I’m so amazed by how much my profile has lifted. I highly recommend this course to anyone who wants to make more money online.
Glynnis Trinder
GlynissTrinder.com

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Greg Mulcahy
Video Producer and Owner of Vale Media Video Production Services

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The website Ann created for us has been the single most important marketing tool we have used these past 14 years of operation. Better than social media and brochures combined I would say! It’s stunning position when whale watching is searched for has been a significant part of that success and, without a doubt, our position on search engines was achieved quickly and efficiently as a result of Ann’s detailed understanding of the issues that faced a start up company wanting to achieve a meaningful and valuable internet presence. Easy to work with, proficient and detailed.

Nic Slocum
Whale Watch West Cork

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McCarthy & Co.

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Can’t recommend Ann Donnelly highly enough. There are people who talk about web solutions and it is evident they don’t have much hands on experience; but Ann has been trying, testing and expanding her work experience for many years and it is refreshing and reassuring to work with someone who knows what they are talking about.

She is a great web designer, who takes time to listen to what you want and to understand your business. She applies this knowledge then to her work and end product. She is creative and inventive and has offered plenty of suggestions to improve our website in terms of efficiency and customer service. Ann is trustworthy and reliable and I would have no hesitation is recommending her for any web project.

Tony Cantwell
The Baby Greeting Card Company

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imagination attic

Ann is a very easy person to talk to; and she talks to you with a no jargon attitude which is of great help to someone who doesn’t know that much about web sites. She is a well versed person in her line of work and guides you through everything. She is a very trustworthy person and can be relied on to give you her honest opinion.

Caroline Jennings
Imagination Attic
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