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Google Page Experience Update
28 May

Google has made a proclamation this summer to set in motion the new
feature called Google Page Experience Update. This new feature is going to be very vital as it will influence the page rankings on search results based on user experience. As a part of their update process, they are also setting up Web Vitals, a series of guidelines crucial to improve the web experience. The new update all set to launch in may has now been postponed to launch between mid-june and end of August.

The Google Page Experience Update

The new feature comprises all facets of how the audience associate with a web page and how it’s beneficial or not for them.The already existing google search signals like safe and secure browsing, mobile friendliness, HTTPS etc are also included in the same.

Currently the centre of attention lies on three factors :

Loading : It signifies the recognized load speed. It’s that timing in the page load feature where the main content needs to be loaded.

Interactivity : It signifies the valuable time period when a user starts interacting and engaging with the web page

Visual stability : It signifies shutting out troublesome and unanticipated fluctuation of page content.

Visual indicators of page experience

Google has very clearly announced that there will be an additional introduction of visual indicators to particularize and distinguish those search results that meet all the requirements of page experience, by next year.
And it’s very evident that if visual indicators like this are available in the search results, there is a high probability that the audience will interact and engage with those web pages more than others.
Google has not made clear specifications regarding the visual indicators yet, but all this is clearly signifying how far-reaching and momentous they are going to make their page experience features.

Paying Attention to this Algorithm Update

The very evident truth is that the new algorithm update is going to be very crucial for each and every web page and it’s needed to be gravely understood by all the web developers and the team involved for marketing strategies
For the start, if the user engagement and experience on your web page is high and top notch, the visual indicators of the page experience will directly lead the users and audience to your web page instead of others.
Google has made it pretty clear that they will give a lot of consideration and preference to the new feature and it can be alot useful to increase your engagement and user satisfaction.
It is also very clearly observable that the webpages which will not properly accommodate according to the new page experience will lag behind and will get less engagement and website traffic. Google has many specifications to decide the page rankings and the new feature of page experience now gives an advantage for them to advise people about better experience and results.

How to be Prepared

There is still time before the launch of this page experience feature and we all can be prepared for it. Firstly, we need to understand all the specifications and criteria that google will be using . Google very clearly specifies all the metrics and specifications for one to understand it thoroughly.

Secondly you should review your web page and site according to the above standards and then optimize the same based on the new features that are soon to be launched.
The high quality web page and website is the result of efforts of many hardworking teams. To be prepared for this new page experience, all the teams have to come together and prepare a whole strategy so that you and your team don’t lag behind.

How to boost Page Experience

Some points regarding how to boost page experience are :

Mobile Search :

The website traffic that comes from mobile devices search is more than 50% which is very important and impressive to take in consideration. The algorithms of Google also take in account this data to set the rankings and search results.

Improve page speeds

Page speed can actually control everything about your web page- website traffic, engagement, user experience, conversion etc. According to Google, three seconds is the best optimum time to load a page.

CTAs

Call to action or CTA is also very influential in deciding the engagement and user experience along with conversion. Each and every web page in one form or another appeals to the audience to do some actions regarding, email linking, newsletter subscribing, appointments booking, shopping etc.

Content :

Last but obviously not the least, one needs to remember that content is the king. Focusing on all the standards and metrics without prioritising qualitative content can result in waste. Good, helpful and impressive content will always determine how the audience engages with your webpage and also influences the search results.

Zero Click Searches
20 May

The trends of Zero Click Searches are growing with the evolution of the web. As people become more mobile in 2021, the pattern of search engine optimisation keeps on changing and evolving. User related searches have become more dynamic over the years with the introduction and innovation of voice-related searches, and general awareness of the web. One way Google is evolving its user experience is by creating a superior search results algorithm, where a user does not need to click on any link to get the answer they were looking for. The most common example of these searches boils down to currency conversion; time zones; word definitions, and the infamous ‘How to’ questions. Some other areas where these searches are gaining prominence are Database-style searches; maps and directions (best restaurant near me), and Encyclopedia-style searches. This has, however, raised the eyebrows of several lawmakers in different countries as Google can extract value from Zero Clicks, while other sites struggle to make revenues and gain traffic.

No Click Searches or Zero Click Searches Explained

Zero Click or No Click searches are a Search Engine Result Page (SERP) that answers a user’s query right at the top of Google search results.

In the above image, you can see an example of how a No Click search actually works. Similar to this, there are a lot of other search areas where a user would not require any further clicks to complete their search. This kind of search result satisfies the user’s intent without having to actually click on any result links. This can be very frustrating for content creators as Google swipes away a slice of their traffic. However, Google states that it has designed Zero Click searches with users’ best interests at heart.

According to a similar study published by SparkToro, 65% of Google searches between January and December of last year ended without a click to another web link.

The above image clearly shows the dominance of Zero Click searches and the trend has seen a very significant increase over the years. This may be attributed to Covid 19’s impact on user’s online behaviour during the pandemic.

 

Why People Do Not Click On Search Results

The very simple answer to this is that Zero Click searches are fast. Who wouldn’t want to get all the information in just a single click?

The answer to this question is very clear in regards to the above image. As keywords become more optimised, it will result in even fewer search visits. This has mostly to do with Google owning so much of users data, its sophisticated algorithms understand a user’s pattern and behaviour better than you can even imagine. This also helps Google improve on its user experience, but at the same time, it can leverage this data mine to its own advantage. The range of queries with automated responses keeps on increasing every day as Google explores ways to prevent users from moving on to another site. This leads to complications in measuring SEO efforts as the gaps between the numbers of searches performed, and the numbers of clicks on the searches differ substantially.

What are Feature Snippets?

Often, the Zero Click searches are answered by a knowledge card or a feature snippet.  Social experts also use the term ‘Position 0’ to describe feature snippets. The reason for the term is the placement of these snippets above all the other possible organic search results.

Like in this case, a very common Google search on a currency conversion, Google is using Morningstar’s data as a snippet. How this works is Google pulls out a short answer directly into the SERPs, thus removing the need for the user to click on an organic search result. While this makes it convenient for the users and saves their time and effort, it can be a challenge for content creators and digital marketing experts who rely on organic traffic. But, Google has often highlighted that Zero Click results often help a site gain more traffic without creating new content or backlinks. That being said, most of the pages that win feature snippets are often ranked very high on the Google search list. So, that means that improving upon your Google ranking is all the more important or you will be lost in a sea of Google search results at a time when people don’t even have to scroll down for the answers they are looking for.

How to Optimize Featured Snippets

More often than not, featured snippets are not only affecting the simple database searches, but also the complex searches like, ‘recipes’.

In the above image, the snippet is displayed in long-tail keyword phrases. So, if you want your content to be featured by Google in a Zero Click snippet, the trick is to keep the snippet bid as simple as possible. This will make it easier for Google’s algorithm to pick up your post. To be in contention for a featured snippet, it is advised to add questions or keyword terms as a sub header and match the question you are trying to answer. Precise answer placements are the key and a specific 45-60 word answer right below the header will help push your content. And, for ‘how to’ questions, it is advised to use a list. The goal should be to make your answer as factual as possible.

Google’s Dominance with Zero Clicks

With the rise of Zero click searches, Google has amplified its stronghold over the internet world. Google’s dominance in search and marketing continues to be at the heart of several legal battles across the globe. Google faces more than 10 lawsuits in the United States, and numerous other countries around the world.

As Google controls the search results, it has slowly become a major competition for other websites. Most of the websites have started optimising their content according to that, but there are still many who lose a lot of traffic because of the Zero Click searches. The impact of Zero clicks is not evenly distributed across the sectors, but the travel and hospitality websites have taken the biggest hit. The online travel agencies and review platforms have lost a fair share of revenue and organic traffic. This raises a very important question about online regulations and whether if, and when they will be implemented.

Future of Zero Click Searches and Web Browsing

The change in online user behaviour and the shift towards mobile browsing and voice commands becoming more prominent- Google will continue adopting new ways to improve upon and seize other websites traffic and revenue. For now, it is in a far more subtle way and the voices that have been raised have not been heard. But, as Google keeps on churning profit out of Zero Clicks, and at the same time keeps on optimizing the user experience- people are in a bit of an iffy to whether to blame Google or take their side. Just as the Internet giant keeps on evolving, the online content creators will have to do the same. Some experts have sided with Google, throwing an answer to the SERP is more about how users want to access the information, and less about profitability and ad-clicks.

Organic clicks are on a decline and the way Google is heading, it is more likely that we will never go back to the times when page one meant ten organic positions, and at least a single click. So, the most important thing boils down to optimizing the feature snippets and playing along with Google. The only thing that is certain is that Google will keep on making changes to improve the user interface for SERPs, so to stay put in the digital marketing game, the content creators will need to stay up to date with the latest changes.

The natural evolution of content will keep on occurring and the natural unfolding of the progression of the content will mean that simple titbit of information like Elon Musks’ height and Delhi’s weather are not going to be your money-making content in the future. People are not interested in going to a website to get that crumb of information.

 

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