For one, it would be useful to know which parts of your website are worth keeping and which parts are a waste of money.
That’s why we’ll take a closer look at Google’s page experience, page speed metrics and the importance of having a site structure that matches your customer journey.
Also, we’ll explain how to structure your website to make it easier to find what you’re looking for.
Let’s get started!
What is Google Page Experience?
Google tries to show users the best possible experience when they request a page from Google’s search engine.
To show the best experience, Google assesses the page experience and tries to deliver the best pages to users.
Google Page Experience was first introduced in September 2018.
In short, Google uses a set of quality signals to determine the best pages for users to find.
A low score Google will show the user a message saying that the page isn’t a good experience.
This is a warning that they shouldn’t click on the link to that page.
Google also tries to identify which pages are most relevant.
For example, if you’re looking for a link to our article on page speed optimization, Google will show you a list of pages that might be of help.
You can find this list in Google Search Console, especially under the ‘Search Engine Results Pages’ tab.
When you click on a specific page, Google will show you a list of top results with a brief description.
Google tries to display the best results according to the following metrics:
These metrics should help users to find the best results for their search.
A page that is ranking on page 2, for example, should be shown when users search for ‘page speed.’
If you click on that page, you’ll see the top results according to the three criteria listed above.
You can find this information in Google Search Console under the ‘Search Engine Results Pages’ tab.
Google’s Page Experience Metrics
Google’s page experience metrics are divided into two main categories:
- Quality signals
- UX signals
Quality signals are the three main Google metrics that determine Google’s page experience.
These signals are:
- Largest Contentful Paint (LCP)
- First Input Delay (FID)
- Cumulative Layout Shift (CLS)
Each of these metrics is a measure of the user experience when a user lands on a particular page.
Low scores on these metrics mean that Google has trouble delivering the user the best experience.
The higher the score a URL has, the better it will perform.
Google tries to show the best results to users when they ask a question.
Google Page Experience: An Introduction
How does Google know what to show users when they search for something?
It’s a complex and interesting task as each user has different search intent.
For example, when your audience is looking for a specific product, Google will show you results for that product.
When your audience is looking for something like ‘best page speed,’ Google will show you results for overall page speed.
The more specific the search, the more important is the quality of the results.
So how does Google determine what is the best page for users?
The first thing that Google does is to analyze the content of the pages.
Using a machine learning model, Google identifies the most relevant content.
They also check how much text is published on a page.
After analyzing these aspects, Google also uses the following quality signals to determine the best pages for users.
Quality signals are divided into three categories:
- User signals
- Search signals
- Content signals
User signals measure the likelihood that a user will find what they are looking for.
User signals are divided into three categories:
1. User signals:
- Click volume: The number of times a user clicks on a result.
Search signals measure the impact of a search on the results.
Search signals are divided into three categories:
1. Search signals:
- Search: The number of keywords a user enters into the search box.
- Top positions: The number of pages that a user sees in the top 10 of the results.
- Organic: The number of search results that a user sees, excluding results from paid ads.
- Search volume: The number of times a keyword appears on a page.
- Bounce rate: The percentage of users that leave a page without interacting with it.
- Clicks: The average number of times a user clicks a result in a session.
- CTR: The average number of clicks a user receives from a result.
- CPC: The average amount of money a user pays on search results.
- Landing page location: The page that offers the best, most relevant search result.
- Quality score: How relevant a search result is to the user’s search query.
- Page type: The type of result Google shows.
- Page view duration: The average amount of time users spend per session on a result after they click on it.
- Page speed: The number of milliseconds a page takes to load on mobile devices.
- SERP features: Google’s own rich snippets.
- SERP features: Other types of search results Google shows (e.g., Answer Box).
- Search engine result page (SERP): The results of the search.
- Search intent: Search intent is the reason why a user searches.
- Top pages: The most relevant pages that appear in the top 10.
- Top results: The best results shown in the top 10.
User signals are divided into five categories:
1. User signals:
- Intent: The user’s search request.
- Time on page: How long a user spends on a specific page.
- Pages visited: How many pages the user visited.
After reading this article, you should be better able to understand how Google works and what their page experience signals are.
The main goal of page speed is to deliver a good user experience, which is why it’s important to focus on the content of your pages and optimize your site to keep your pages fast.
If your site isn’t fast, it won’t rank well for the search queries that matter.
These signals will help you decide which pages to optimize first, so you can have a faster site.
And, of course, don’t forget to follow Google’s best practices:
- Use a page speed tool
- Keep your pages fast (i.e., don’t add too much text, don’t add images that eat up bandwidth)
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