New Google Ranking Factor: with highspeed on page 1
Google rules the web and once again dictates new rules. Similar to Responsive Design, the company is setting new conditions for page operators who want to land on page 1 with the new ranking factor 'Page Experience' from May 2021.
Good content alone will no longer suffice with the new ranking factor; it must also be available at lightning speed. This will be the new basic condition for top rankings in search results. If you don't meet the new criteria, no matter how good your content is, without the necessary speed, the reputation of your own site will suffer.
After already placing a new emphasis on user experience with Core Web Vitals, which evaluates the parameters of load time (Largest Contentful Paint), interactivity (First Input Delay), and visual stability (Cumulative Layout Shift) to assess a page's usability, this will be reinforced from May: The new Google Page Experience ranking factor will effectively make the California search engine giant's algorithm even more sensitive to factors that mean fast and stable page usage for users with mobile devices. However, speed is not everything - much more it will become a necessary but not sufficient condition for an optimal ranking from May on. As a member of the BVDW, we recommend interested readers read the article These arethe five most important SEO trends for 2021 by the industry association.
This is what 'Page Experience' means for e-commerce
For operators of websites and stores, this means that many of the previously successful strategies for achieving the best possible search engine rankings are no longer sufficient. Page speed is still not to be neglected when it comes to visibility on the Google results pages. But not at any price. For high ranking positions, site operators should improve the user experience with comprehensive, structural optimizations to the template and server in order to be able to offer users a fast and stable page load at the same time. But the investments will certainly pay off, as a better customer experience is directly reflected in higher conversion rates - a satisfied customer is a good customer.
Test how Google rates your site
If you want to know how your site is doing, run the Lighthouse test offered by Google now. The results tell you how Google currently rates your page. Among other things, they show how long it takes for the first page elements to appear in a user's browser and how much time it takes to be able to use the page. Both are especially important for websites that are optimized for mobile use, as well as for apps. This is because both are usually accessed on the move - rarely with an optimal connection speed - and must not exceed the user's personal time account.
After testing your website, you see a need for action? Contact André Reß directly - our SEO expert will be happy to discuss the results with you and find a strategy for immediate improvement.