Because of Google’s strategic importance of online search results, the page experience has become a result of the quality of online search results. In May 2021, it will begin applying new Core Web Vitals quality factors in order to further improve it. Google, on the other hand, has announced that it will be delaying the release of the new page experience. As a result, owners of e-commerce websites had more time to improve their site (if they still did not make it). The rollout of the update will be done in stages. Beginning in mid-June 2021, it will run through late August.
In spite of its small weight in rankings, Core Web Vitals will determine important loading speed and usability indicators based on actual user experience A lot of hard work must be done before ecommerc can be implemented.
Experience deep dive on the page
Originally, Google announced the Page Experience update back in 2020, but it has since been pushed back to 2019. Despite this, Google’s approach to user experience and page load speed had been well-known for a long time prior to the launch of the new service. That’s why it wasn’t a surprise when Google stepped up to the plate once again. For over a year, all SEO news resources have published their ultimate guides on the factors of on-page experience, and SEO platforms have improved their audit tools and purchased more ads.
It also causes a rift in society between those who follow official Google guidelines and ignore most pages, and those who follow doubtful blogs and over-optimize their website. Taking a deep breath, let’s try to find a middle ground between accessibility and usability.
It is Google’s belief that the page experience is all about how people interact with a page and whether or not they have a positive experience with it or not. Those four pillars were:
Secure browsing; HTTPS protocol; Accessible content for which Google provides specific guidelines.
Vital Information for a Successful Website
There is now a new ranking factor called Core Web Vitals that focuses on three major areas: loading time; interactivity; and visual stability.
When it comes to the metric Largest Contentful Paint, loading comes in second place. As the name suggests, this metric measures how long it takes to render the largest element of current viewport. When the user is able to read/view most of the information on the page, it signifies that moment. Ideally, the LCP time should be 2.5 seconds or less.
FID (First Input Delay) is a metric that relies heavily on interactivity. In other words, it’s the time it takes between the first user action and the server’s response. Having a high FID score
Background information on search engine algorithms
For years, ecommerce site owners overstuffed their pages with keywords in order to rank higher on search engines. And it worked. Link popularity increased, and black hat SEO with massive backlink farms of sites created solely for this purpose became a reality.
So, Google had to respond in kind and update its ranking algorithms in order to provide the users of its search engine with relevant results that included credible web sites. Along with hundreds of other factors, they began considering user behaviour signals.
As a result of user experience-based Google updates, the following will be found:
For the Page Experience update, a technical SEO audit is necessary.
Check your site’s compliance with Google Core Web Vitals now, and make changes if necessary, before the changes go into effect. An audit of your website can help you with that. Hundreds of parameters are included in this comprehensive check-up of your site. Seo Ranking Website Audit, HubSpot Marketing Grader, and others can be used to automatically audit an ecommerce website without requiring in-depth knowledge.
Most SEO audit software provides a detailed issue report with instructions on how to fix each aspect of the site. They carefully examine all of your site’s pages.
The speed of page loading
ecommerce site maintenance and page speed are becoming increasingly important as the Core Web Vitals update focuses more on technical issues. As part of a website audit, you should pay close attention to the speed index. According to the speed index, the visible portion of a web page loads in a certain amount of time. Is a scoring system that takes into account several site speed factors. 100 points or more is considered excellent, while 50-90 points indicates that you need to improve. Those with fewer than 50 points are considered to be below average.
SE Ranking website audit report has a section on performance and loading speed that can help you determine whether or not your site is performing well.
In the words of Bill Gates, “Content is king”. Your website’s content has a direct impact on the user’s experience. It is important to conduct a content audit as part of a comprehensive review of an ecommerce website. Here’s what you’ll want to look for:
For each page, the titles and meta descriptions, as well as their length
tags, including the length of the tags and the number of instances of each;
duplications of the same page
There should be more than 250 words on each page;
Keywords for which each page is optimised
As well as the keyword density, etc.
Consider also focusing on long-tail queries and keywords that match the specific intent of your search. Suppose a user finds your online store in a search engine.
Page Experience Evaluation for a Better Web
Defining measuring tools is a good place to start when preparing for the Page Experience update.
Before releasing an application or website, lab testing tools (Lighthouse, Chrome DevTools Performance Panel) evaluate its performance. Simulate user behaviour and fix errors in advance is the best option here.
For example, PageSpeed Insight and the Web Vitals extension measure more accurate data to show a real user experience in the field.
SEO platforms (SE Ranking, DeepCrawl, WebSite Auditor) also measure COre Web Vitals and are essential for SEO specialists who want to perform a complex website audit without switching between multiple programmes.
Search engine rankings will be affected by the upcoming Google update. Whether the ecommerce site rises or falls in the Google search results is entirely up to you! Soon, the site’s loading speed, interactivity, and the absence of noticeable changes in the site layout after a full load will be the most important factors to consider. The company is also focusing on matching pages to user intent more and more. If your content is irrelevant and boring, it won’t help you get a high ranking.
This report is available in your Google Search Console. Review the recommendations and start implementing them right away to ensure that your online store maintains or improves its SERP rankings.