Name: TriMark Digital
Brand: TriMark Digital
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The Google Page Experience Update: UX is Now a Ranking Factor

By Conor Dalton, Senior Organic Strategist
Read Time: 5 Minutes
Updated on November 1, 2021

The Page Experience Update Explained

What it is, why it matters and how brands can adapt.

THE BACKSTORY

In May 2020, the Core Web Vitals were announced giving developers 12 months’ notice on this new initiative that evaluates the user experience a website delivers. As discussions simmered over the back half of 2020, a common back and forth occurred amongst industry pros about the success or damnation that this would bring. Others downplayed its potential impact.

As with most things, though, the reality will most likely be somewhere in the middle of the hysteria and the complacency.

THIS UPDATE IS UNIQUE. HERE’S WHY.

A page’s load speed and mobile friendliness have been ranking factors for a while now. This new update is unique because not only is Google being specific about the time it will roll out, but they’re also providing us with very specific benchmarks for what we need to do in order to receive a boost.

The Core Web Vitals metrics provide us (finally!) with clear and actionable ways to help our sites offer fast, interruption-free journeys for users. We know that providing a smooth journey for users is one of the most effective ways to grow online traffic, conversions, and revenue—and now we know where the goalposts are.

WHAT’S THE PURPOSE OF THE PAGE EXPERIENCE UPDATE?

Put simply: to incentivize and enable websites to provide objectively great experiences to users. What’s great about this is that it’s now very easy for us to benchmark competitors to see where we stand in the marketplace. We can now measure the quality of a site based on a new standard of the real-world experience users have when visiting the site.

WHEN DID THE PAGE EXPERIENCE ALGORITHM UPDATE LAUNCH?

Initially announced for May 2021, the rollout was then rescheduled for a more gradual launch from mid-June to the end of August. Google will add the page experience factors into the mix the same way you add seasoning and spices when preparing a dish—a little at a time.

It will be a busy summer for Google as they roll out part A and part B of a core algorithm update at the beginning of June and beginning of July, respectively.

HOW ORGANIC SEARCH WORKS & THE MOST IMPORTANT ASPECTS OF SEO

To understand Core Web Vitals’ place in the search universe, it pays to look at the fundamentals of how search works. The search result that is served to a user is based on the perceived meaning of a query, the relevance of the page, the quality of content, the usability of the site, and the wider context of the scenario (e.g. the user’s location, previous search behavior, expected intent, demographic profile, etc.).

Success in Organic Search is usually garnered through the following simple (but not easy) steps:

Produce super relevant, high-quality original content
Ensure that this content is fully accessible to search engines
Provide good “SEO signals” including linking, schema markup, and now, an objectively good page experience

This is an important distinction to keep in mind: Core Web Vitals is now one aspect of a multifaceted organic ecosystem. While it doesn’t represent the end-all, be-all of organic strategy, it’s now a formal, measurable factor.

HOW DOES GOOGLE MEASURE PAGE EXPERIENCE?

There are seven page-experience ranking factors, with Core Web Vitals making up the three most important factors, focusing on:

The speed at which the page loads (LCP)
How soon you can interact with the page (FID)
How stable it is as it’s loading and as the user interacts with it (CLS)

(source: Google)

Google is combining these new metrics with the existing Search signals. These include mobile-friendliness, safe-browsing, HTTPS, and intrusive interstitial guidelines, to evaluate holistic page experience.

A CLOSER LOOK AT CORE WEB VITALS

According to Google, the Core Web Vitals measure “real-world user experience for loading performance, interactivity, and visual stability of the page.” Here is a CWV cheat sheet:

Largest Contentful Paint (LCP) measures how long it takes for the page’s largest content element to be loaded fully.
First Input Delay (FID) measures load responsiveness and quantifies the experience a user may feel when attempting to interact with an unresponsive page.
Cumulative Layout Shift (CLS) measures visual stability and quantifies how often users experience unexpected layout shifts.

The three Core Web Vitals combined paint a picture of a user’s overall experience with a website. When engaging with a website, the user isn’t consuming a series of web pages, they’re on a journey. It’s similar to how we navigate through a city or a store. We’re not seeing streets and aisles—we have a destination or goal we’re seeking. When our expectations are not met or something blocks our path (for example, a street detour or a closed aisle), we become less satisfied with the process.

FRUSTRATION DUE TO WAITING

As developer or marketers, we can become blind to a site’s quirks and small delays, making it difficult to view a site objectively. It’s also difficult to determine exactly how fast something “should” load, given the variance in people’s personalities and patience levels. Studies show it’s worth aiming to keep load times within a couple of seconds. This is where the ranges given to us by Google are helpful.

Rule: Keep LCP (Largest Contentful Paint) under 2.5 seconds for 75% of page loads

FRICTION AND ERRORS FROM LOW RESPONSIVENESS

In a user journey, the smaller steps matter just as much as the larger ones. Users aren’t thinking about their clicks and scrolls; they’re flowing from the first click to the end destination. If something we expected to happen immediately takes even slightly longer, it can trip us up. One study found that users could perceive a delay in visual feedback when it decreased as little as 30 milliseconds.

Rule: Keep FID (First Input Delay) under 100 milliseconds for 75% of page loads.

DISTRACTION AND STRESS FROM INSTABILITY

Progressive loading can sometimes work well and is often used as a stylistic choice. However, if elements that are already visible shift, it can take the eyes a couple of hundred milliseconds to find it again. It might not sound like a lot, but even this tiny time needed to readjust can lead to friction and errors.

Rule: Aim for a CLS (Cumulative Layout Shift) of less than 0.1 for 75% of page loads.

HOW ARE CORE WEB VITALS MEASURED?

Although there are many tools we can use, Core Web Vital performance is measured using two different types of data: field data and lab data.

Field data (or real-user metrics AKA “RUM”) is data gathered from real-world usage of the site and is collected as part of the Chrome User Experience Report (CrUX). Google uses this in its page experience ranking factor and is generally more favorable and stable over time as more user interactions take place.

Lab test data is generated on-demand with testing tools (such as Lighthouse) and is ideal for more instant tests to optimize a page and provide us with richer information. Testing tools are useful because they can be calibrated by developers to represent different testing conditions. Lab data is used to simulate field data and is not a ranking factor.

A tool like Google PageSpeed Insights (PSI) uses elements of both data sources to calculate a score for page performance and generate recommendations for enhancing the page experience. Google has also added a Page Experience Report to Search Console as a way of giving site owners more tools to improve their pages for this update.

HOW WE IMPROVE CORE WEB VITALS FOR OUR CLIENTS

Each site and scenario has its intricacies, but a typical flow we follow at TriMark looks like this:

We start with pages that are driving the most organic traffic to the site. Then, we audit the site’s performance using a combination of Google and other third-party tools.
Create groups of pages with common errors to more efficiently implement solutions later on.
We examine pages that have performance that is “poor” or “needs improvement”. Then, we run further diagnostics to determine elements that are dragging down performance.
We assess the site’s requirements and goals to determine the best solutions to optimize the page experience.
Based on the diagnostics and best-in-class dev experience, we implement solutions to the noted errors.
After implementation, we confirm that the errors are no longer appearing in Google Search Console and continue to monitor performance.

WHAT ARE SOME COMMON SITE ISSUES THAT AFFECT CORE WEB VITALS?

Here are some of the first issues we check that can impact a page’s experience score:

A slow server response time
Unminified CSS or JavaScript
Images and fonts that are not pre-loaded
Unused tag managers and marketing pixels
Uncompressed images or images without set size attributes (to avoid the page having to resize images while loading)
Pop-ups and interstitials
Caching not utilized

HOW WILL THIS AFFECT RANKINGS?

It’s hard to say. By adding Core Web Vitals to the hundreds of signals that Google considers when ranking results, they are better able to help people easily access the information they’re looking for.

And with the gradual rollout, Google will be able to monitor the situation for any unintended consequences or unforeseen issues.

Google has stated that they will still seek to “rank pages with the best information overall.” Therefore, high-value content that aligns with your customer’s journey on a high-authority domain will still be the most important thing to focus on.

However, when comparing two sites without similar content, the site’s user experience might be a tiebreaker. Google has also mentioned that it will test giving visual indications on SERPs for pages that offer great experiences. This update not only has implications for rankings but also click-through rate from rankings and visibility, too.

John Mueller of Google has recently said, “It is a ranking factor—and it’s more than a tie-breaker, but it also doesn’t replace relevance.”

Google has emphasized that the intention of this update is to reward sites that provide a top-notch page experience, so some sites shouldn’t expect drastic changes in SERPs. This is an opportunity that should be viewed in a positive light, not as a reason to panic.

WHAT RESULTS CAN WE EXPECT ONSITE?

The exact impact of the algorithm update on rankings remains to be seen, but the correlation has long been established between website performance improvements and an increase in conversions and revenue (e.g. Walmart seeing a 1% increase in revenue for every 100-millisecond improvement in load time).

WPOStats offers a collection of in-depth results featuring some of the world’s top companies. When a site meets the recommended Core Web Vitals thresholds, research found:

Users are 24% less likely to abandon page loads
22% less abandonment for news sites
24% less abandonment for shopping sites

Early case studies reveal how CLS optimizations increased Yahoo! JAPAN News’s page views per session by 15% and how a 31% improvement in LCP increased Vodafone’s sales by 8%.

RECAP: WHY DO CORE WEB VITALS MATTER?

We understand that all updates from Google are user-centric. The experience a website offers has long been a consideration of a successful SEO approach. However, with this latest algorithm update, Google formalized this importance and provided objective metrics by which to measure performance.

Being mindful of the page experience update and prioritizing good onsite experiences through strong Core Web Vitals scores can have a real business impact. Google expects that as page experience improves, so too will engagement.

Just as Google’s work continues to provide users with the highest quality information and best experience for their queries, so too does our work to help our clients win in the game of organic strategy. Whether there are large shake-ups to rankings or simply small shifts, our approach remains focused on comprehensive, best practice-focused campaigns.

Anything we didn’t address in this article? You can check out Google’s Core Web Vitals and Page Experience FAQs or submit a question to a member of our team.

WHAT’S NEXT? SXGs

Just as this article began with change, we’ll also conclude on a note of the ongoing evolution of signed exchanges (SXGs).

SXGs allow Google Search to leverage the privacy-preserving prefetching technique, leading to a smooth and almost instantaneous page load experience. This technique enables Google Search to load key resources of a page (HTML, JavaScript, CSS) ahead of navigation, which makes it possible for the browser to display pages faster.

When the user ultimately clicks the result, the web page renders much sooner since key resources are already available, leading to a better user experience and a lower LCP score for your content.

Stay tuned to our blog for more developments in the world of SEO and Organic Search.

Everything You Need To Know About iOS 14.5

By Caroline Watkins, Digital Content Writer

Today’s consumers are increasingly concerned with device privacy and want to know who can access their data and why. In response to this heightened privacy awareness, tech companies and more are unveiling privacy updates, including tracking prevention and cookie blocking, to align with consumer demand for increased online and device security. Here’s what you need to know about Apple’s latest update, iOS 14.5, and the trends we’ve seen since its launch:

What Does iOS 14.5 Do Differently?

The primary change under iOS 14.5 is the introduction of App Tracking Transparency (ATT), a new policy requiring app developers to request user permission before tracking personal information for advertising purposes. They must obtain consent to pull from other companies’ apps and websites, even if consent has been given already.

Tracking technology has allowed small and large businesses alike to collect data on your interests, purchases, browsing practices and more via your iPhone. This data can then be examined and sold without your knowledge or permission, a widespread practice. Users are continuously being tracked while they interact with apps and services on their phone, on average via six trackers per app.

With iOS 14.5’s ATT addition, iPhone users can put a stop to this continuous tracking by refusing permission. So far, only 11.5-15% of Apple users have updated to iOS 14.5, but as more and more opt out of tracking, companies may see less efficient and effective reporting, as well as reduced optimization over the long term. For many businesses, especially small to medium-sized businesses that heavily rely on targeted advertising through sites like Facebook and Instagram, the update may impact their ability to determine the success of ad campaigns. It’s worth noting, however, there will still be 1-day click, 1-day view and 7-day click attribution windows where conversions are measured—the ATT introduction does not address these measurements.

What Does iOS 14.5 Mean for TriMark?

Thus far, we haven’t seen any major shifts in performance since the launch of iOS 14.5, but TriMark has long taken a hands-on approach to digital marketing, and we’re prepared to adjust in order to continue that approach. We believe in consistent client communication, intentional account management and regular data analysis—heavy reliance upon automation isn’t our style. Instead, we prefer to collect data thoughtfully and purposefully from first-party providers, and to provide transparency for users when we can. This means we are well-positioned to continue building solid marketing strategies for our clients, regardless of iOS 14.5’s influence.

Because pixels and cookies are less effective tools for marketers, we’re reducing our reliance on this data to inform our marketing strategies. Instead, we’ll rely more heavily on first-party data, lookalike audiences and on-platform behaviors to inform our online targeting. We also plan to build more robust referral and loyalty marketing plans and connect with influencers and online creators to more directly target interested consumers. We’ll diversify our marketing platforms so that increased privacy on Facebook and Instagram doesn’t impact our ability to reach consumers. And above all, we plan to prioritize flexibility, curiosity and a willingness to learn as privacy changes continue to impact the digital marketing industry.

Your Brand Can Adapt Too

Gaining user trust has never been more important. An authentic, clear brand voice can help you demonstrate trustworthiness to users. Build an authentic voice by creating quality content that encourages frequent site or app visitation. Tailor your permission request to let users know why you are requesting access to their data and how it will be used to increase the value of their experience with your brand. Ultimately, in this new age of online privacy, candor and transparency are the keys to impactful, successful marketing regardless of iOS updates.

3 Brands That Took on Social Issues in the Best Way

By Devon Cameron, Integrated Marketing Strategist

In our most recent Content Co-Op meeting, our team discussed some brands that are raising the bar and taking on social issues, especially in today’s climate where consumers are turning more to their favorite brands to take a stand. The following campaigns are a few of the highlights:

Billie’s “Project Body Hair”

Believe it or not, up until 2018, if you’ve ever seen a commercial for women’s razors, you’ve never actually seen body hair featured. Yeah, you read that right. The razor commercials we’ve all seen feature waterfalls and tropical flowers and perfectly hairless women running a razor up their legs. Let that sink in.

Billie decided that was a little counterintuitive, considering women have body hair too (which is why they, you know, purchase razors), and they launched their Project Body Hair campaign in 2018 where they featured body hair on women for the very first time. In the commercial, they actually don’t mention a thing about razors or their alternative products for women who don’t shave. Instead, they encourage body positivity and emphasize that shaving is a choice. Because let’s be honest, no one sane enjoys shaving their legs as much as the women in those razor commercials.

Dove’s “Dear Future Dads”

Dove Men+Care celebrates the impact dads have on the world around them, because when dads care, everyone benefits. That’s why this Father’s Day we’re championing paternity leave for dads everywhere. Find out more here: https://t.co/cWXQ8MEdHq #DearFutureDads pic.twitter.com/Omwdi7AQcX
— Dove Men+Care (@DoveMenCare) June 4, 2018

Maternity leave is a commonly talked about issue in the US. However, paternity leave is another issue that doesn’t get discussed enough. Paternity leave in the US is even more limited and considered to be bonus time off, rather than a necessary part of becoming a new parent. Dove decided to talk about the role dads play in their kids’ lives from the moment they come into the world by having dads talk about time off and how the experience of having kids changed their outlook.

The ad is moving and certainly tugs on the heartstrings (at least it does on our team), but it’s even more powerful because it comes with a pledge designed to make paternity leave the standard for dads across the US. The campaign targets male professionals, business owners, and allies of the policy, which gives people who believe in the cause the opportunity to immediately get involved. That option makes it more likely that people will remain engaged and hopefully make a difference.

Patagonia’s Environmental Activism

Patagonia is well known for its environmental stance, but its environmental activism page is a great extension of that stance. Rather than simply marketing their “1% for the planet” campaign where 1% of sales go to environmental conservation, they provide relevant resources, feature activists, and include information on environmental groups and non-profits.

This brand came up as an example of a company that walks the walk. Their commitment to environmental awareness and change is a major part of their brand, and this page reflects their dedication to that cause.

We love discussing our favorite marketing campaigns, especially when they relate back to causes we’re passionate about! The content team had a blast presenting our top brand campaigns and throwing around ideas for how some of these campaign concepts would work for our own clients. Even if social activism isn’t part of the plan, audience engagement doesn’t happen in a vacuum. Knowing how people respond to these ads gives us valuable insight into how our strategies need to function in the midst of current events.

What it’s Like to Start a New Job Remotely

By Todd Smith, SEO Content Writer

If you were going to finish grad school and enter the job market, spring of 2020 was not the ideal time to do it. Beyond the stress of finishing my studies, the world was unraveling around us and the lack of certainty about our future was looming. On top of that, I was searching for jobs in a crashing job market. I was sincerely grateful when I got an offer from TriMark Digital for a new position. But that didn’t mean that the experience of starting a new job with the world in crisis was all smooth sailing.

So here’s what my experience starting a new job from home looked like: the good, the frustrating, and the things that kept me sane.

Challenge: Lack of Interpersonal Communication

With most remote jobs, you meet your teammates or supervisor in person at least once during the interview process. You might also travel a few times a year to talk to clients or attend team meetings.

Currently, the majority of the people that I communicate with daily are people whom I have never met. I underestimated the importance of face-to-face communication until I started working remotely full-time.

Solution: Team Intro Meetings

In my first few days at TriMark, I met with every team and team member in the company at least once. That sounds intense, and the introvert in me was exhausted, but by the end I was thankful. Team intro meetings helped me learn about each team’s role in the organization and who to contact if I had an idea for a project.

Challenge: Fewer Chances to Get to Know People

When you work in an office, getting to know your coworkers happens organically. You may walk in together from the parking lot, or you get invited to lunch with them. There aren’t many opportunities like those in remote work, so you have to make an intentional effort to get to know people through online meetings and virtual happy hours.

Solution: Taking the Time to Get to Know People

One of the many things that I appreciate about TriMark Digital is how our senior leadership encouraged newcomers to get to know people outside of meetings. TriMark Digital has an initiative called Common Grounds in which employees can spend fifteen minutes to an hour talking to each other. Every month, TriMark pairs two people who don’t often work together so they can meet other people outside of their team. These meetings helped me feel more comfortable approaching people who I don’t know that well.

Challenge: Relying on Digital Communication

Whether you’re an iPhone user or a Slack user, we all know how it feels. You see the three dots moving while someone is typing a message, and you start to get nervous. Without the facial cues and body language to complement your communication, it’s difficult to build an actual professional relationship with someone who’s never been more than a name on your screen.

An internet connection can also make or break your meeting. We’ve all been in meetings when you hear every other word that a coworker says. When you start a new job remotely, you depend on digital communication for everything, and there’s nothing worse than trying to piece together what you missed during the lag between your meeting and the internet connection!

Solution: Asking Questions

Asking questions can help relieve some of the anxiety brought on by constant digital communication. When you’re in the office, your team members are normally close enough that you can walk over to their desks and ask questions. Working remotely makes that process more difficult, but don’t be afraid to ask if you don’t know or missed something important.

Advice for Starting a New Job Remotely

Work Somewhere You Are Comfortable

Since you are working virtually in an unfamiliar environment, change your physical surroundings to a comfortable environment at home. When I first started at TriMark, I often worked outside on the balcony of my apartment. This space was a great way to manage the stress and anxiety of working remotely. Whether you decide to re-vamp your office nook or work from your favorite armchair, make sure your environment is a calm one!

Things to Look Forward To

“You know, how tall are you?” asked one of my teammates after realizing that they had never seen me outside of my desk chair. When I answered that I’m six feet tall, they were all shocked! I look forward to the days when I can meet my team members face to face. I wonder how I’ll be different from their expectations and how they might differ from mine!

To everyone who started a new job remotely, you’re not alone. We all share the uncertainty, doubt, and confusion about the future of in-person working. Remember that every challenge at work is a chance to grow professionally and personally. I’m thankful for every new day and new opportunities to learn.

The (Pretty Obvious) Secret to Getting More Google Reviews

It’s no secret that online reviews, especially on Google, are important for businesses. We all consult online reviews before we buy something, eat at a new restaurant, or even go to a new dentist. In addition to being powerful social proof, Google reviews are great for SEO. For local businesses, reviews that include keywords can actually help you rank in the local pack (often known as the three-pack).

For example, if you own a sushi restaurant and people mention your delicious California rolls in their reviews, you’ll start to show up when people search for California rolls in your city.

You know you need them, but how do you actually get them? Simple—you just ask!

Our 5 Go-To Strategies for Asking Customers for Reviews

The reality is that many satisfied consumers keep quiet because they aren’t prompted to share their thoughts in the right way. If your business had a strategy in place to request feedback from happy customers in a way that made it easier than ever for them to leave a review, you could generate more reviews, spread more positive feedback about your brand, and give your local listing the edge it needs to rank in the top 3 spots

Read on for a few of our tried and true ways to generate reviews.

1. Create a Google Review link.

Creating your Google review link will make the rest of this process much easier. This is a short link that takes people right where they need to be to leave you a review.

It’s a lot easier to give people this link than telling them to search for your business, look for the “write a review” button in your Google My Business listing, and leave a review. Let’s face it, if they’re not already familiar with leaving reviews on Google, they’re not likely to understand or follow those instructions.

You can use this tool to create your link. Just type in your business name and click “Generate”. It will create three short, easy to type links for your business. Bonus: it also generates QR codes that function like the URLs that you can put on your marketing materials!

2. Explain what reviews do for your business.

Most people don’t understand how valuable Google reviews are to businesses so it’s important to explain why you’re asking for one. You don’t need to go in-depth in your explanation, though. Simply saying that reviews help you know how you’re doing and help others find your business is enough explanation for most people.

3. Create a “leave behind” requesting reviews.

A leave behind is something you, well, leave behind. In this case, it’s going to be a card with your Google review link on it. You can put it on the back of your business card (valuable real estate!), a thank you card, or on a separate card just for review purposes. This ensures that whoever gets your card has what they need to leave a review!

4. Include your review link in email and text messaging communications.

These can be two of the most effective platforms for asking for reviews. Add your review link and a short sentence about leaving a review in your post-service/post-purchase email or text. Something as simple as, “Thanks for visiting us today! Tell us how we did: [link]” will get the job done.

Adding your link to these messages catches people while you’re still at the forefront of their mind and makes it virtually effortless for your customers.

5. Ask your social media followers.

Your social media followers are essentially your brand ambassadors on the front lines—supportive, engaged users who’ve already publicly shown interest in your business. This makes them the ideal audience to provide feedback about your company.

One post asking for reviews may not make a big difference, but putting your review link in your linktr.ee/Link-in profile/ContactInBio links means it’s always there for anyone who wants it. Remind your followers periodically (Instagram and Facebook stories are the perfect place to do this) and just let your link live in your bio.

You can also pin a post asking for reviews to the top of your Facebook page or Twitter feed so it’s the first thing people see when they visit!

The Bottom Line on Google Reviews

There are two keys to getting more Google reviews: just asking and making it easy for your customers to follow through. Hopefully these tips will help you get more reviews. Join the conversation on Facebook and Twitter and let us know how you get more reviews for your business!