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Google Page Experience Update – Desktop Rollout Complete

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Google Page Experience Update - Desktop Rollout Complete


Google confirms the page experience update finished rolling out to desktop search results. Now it’s time to assess the impact.

The update started rolling out on desktop on February 22, making it a nine-day rollout concluding on March 3.

By comparison, the launch of the page experience update on mobile took two and a half months to complete.

With Google announcing the conclusion of the desktop rollout, you can start assessing the impact on your search rankings.

Desktop Page Experience Update – Assessing The Impact

Positive or negative shifts in desktop search rankings, occurring on or after March 3, could be attributed to Google’s page experience update.

To determine if that’s the case, use Google’s tools to analyze your site’s page experience score.

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Google Search Console has a report dedicated to evaluating Page Experience criteria on desktop versions of webpages.

Use the Search Console report to gain an understanding of how the page experience update impacts your site.

Screenshot from https://search.google.com/search-console, January 2022.

If the report shows a majority of your pages in the red or yellow, it’s likely any ranking drops occurring on March 3 are a result of being negatively impacted by the page experience update.

Should you discover your website has poor page experience scores, the next step is to find out why by looking the criteria individually.

Desktop Page Experience Update Criteria

Google’s page experience update for desktop search includes many of the same ranking factors as the algorithm that launched on mobile search last year.

Desktop page experience ranking factors include:

  • Core Web Vitals (LCP + CLS + FID)
  • HTTPS Security
  • Absence of intrusive interstitials
google page experience desktop Screenshot from developers.google.com/search/blog, November 2021.

If your website fails to meet any of the above criteria, you will not benefit from the page experience ranking boost on desktop.

A ranking drop doesn’t mean your site is being punished for not meeting Google’s page experience criteria.

It means sites meeting Google’s criteria might end up ranking above you, causing your pages to rank lower.

Therefore, improving your page experience score can help you regain those ranking positions and remain competitive.

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It’s easy to narrow down which component of the page experience update you need to focus.

  • Is your site HTTPS? If yes, you can rule this out.
  • Does your site have intrusive ads? If no, you can rule this out.
  • Does your site pass Core Web Vitals thresholds? If you’re not sure, you’ll have to test it.

Google’s Core Web Vitals report in Search Console shows how your pages perform for each metric using real world data.

Core Web Vitals analysis is built into many other Google tools, such as PageSpeed Insights, Lighthouse, and Chrome DevTools.

There’s even an extension for the Chrome browser you can download to check Core Web Vitals on a per-page basis.

Use those tools to determine which pages need to be further optimized to satisfy Google’s page experience criteria.

It’s important to note page experience isn’t everything.

You won’t automatically rank better with green page experience scores, and you won’t automatically be hurt by this update if your scores are in the end.

In the end, content relevance always wins. But it helps to offer a good page experiences, too.


Featured Image: rawf8/Shutterstock

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SEO

Reach Success With The Future Of Ad Exchanges [Podcast]

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Reach Success With The Future Of Ad Exchanges [Podcast]

Constantly looking for ways to optimize your ad spend? Dreaming of a high-ROI paid advertising future? We’ve got great news — The future is now.

Big changes are on the horizon, and we know how to amplify your ad potential into high-quality leads.

John Lee, Microsoft Ads’ Head of Evangelism at Microsoft, joined me on the SEJ Show to talk about the future of ad exchanges and their ability to supercharge your potential to thrive with high-performance, low-resource programmatic advertising.

People do hop, skip and jump around, so there are all kinds of opportunities to target consumers throughout their decision journey, and Microsoft advertising is a significant piece.–John Lee, 11:25

When people think Microsoft, a big chunk of the time, people assume enterprise business, B2B, and that’s the tried and true. While that’s still a significant portion of the bottom line for Microsoft, the consumer matters greatly, whether that’s gaming or devices.–John Lee, 22:46

There’s this shift in behavior online. We’re seeing effectively a new persona emerge. –John Lee, 46:05

[00:00] – A little about John Lee.
[05:35] – How does the Microsoft advertising ecosystem look like?
[07:25] – Where to find traditional advertising beyond Bing?
[09:38] – What you can find in the display component of Microsoft.
[12:02] – Targeting in LinkedIn with Microsoft advertising.
[17:13] – Are Microsoft advertising ads shown within the X-box experience?
[23:52] – Important & growing vertical industries that Microsoft has focused on.
[31:22] – Are people still scrolling down and clicking on organic links in the SERPS?
[37:45] – How important are images in search advertising?
[45:26] – The new emerging personas.

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Resources mentioned:
Viva Goals – https://docs.microsoft.com/en-us/viva/goals/intro-to-ms-viva-goals
Microsoft Game Pass – https://www.xbox.com/en-us/games/store/pc-game-pass/cfq7ttc0kgq8?icid=CNavAllPCGamePass
Bing Webmaster Tools – https://www.bing.com/webmasters/about
Shutterstock – https://www.shutterstock.com/

See also  Google Discover Adds Long Tap To Preview Stories For iOS Chrome

All of these other developments, these feed-based elements are new flavors and additional flavors to make an amazing user experience. Whether you’re talking SEO or paid ads, all of it is working together to create an on-point user experience on the server, whether that’s Google, whether that’s Bing.–John Lee, 34:28

There’s a lot happening in the verticals space, and that’s really just the tip of the iceberg. –John Lee, 28:22

Just as a reminder to all of you out there that are SEOs and are running websites. All of your sites do have a feed. It’s called an XML sitemap. Make sure it’s updated. Google is able to fetch it and not serve errors. All of these engines work off of feeds. Also, don’t be afraid to submit your RSS feeds for your blog categories into the search console as well. Mimic that within Webmaster Tools on the Bing side too. Search engines have gone very feed friendly. This is the way to go. It’s also the way to go from an advertising perspective.–Loren Baker, 33:08

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with John Lee:

John Lee’s enthusiasm for digital marketing is infectious, and he has the knowledge to match. He’s been at it for years, and he knows how to get results—both as an entrepreneur himself with Clix Marketing (which he co-founded) or in his current role as Head of Evangelism at Microsoft Advertising.

He has a great deal of experience with search engine marketing, display advertising, and social media marketing–Content creator, speaker, trainer, and fan of all things digital (marketing and technology).

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Connect with John on LinkedIn: https://www.linkedin.com/in/thejohnalee/
Follow him on Twitter: https://twitter.com/John_A_Lee

See also  How Often Will Core Web Vitals Ranking Factor Be Calculated? via @sejournal, @martinibuster

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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