SEO ranking factors

Posted by jackyk on November 20th, 2020

Understanding the ranking factors of SEO: page experience (signal of web experience)
SEO ranking factors
Google’s ranking algorithm (Ranking Factor) is updated every year, and because Google is a user-experienced company, in recent years Google’s ranking factors are almost all designed for "user experience", such as "Website "Speed", "Mobile device friendliness", etc. are all ranking factors that are highly relevant to the user experience, all because Google wants to provide searchers with high-quality search results.

And in this article, we are going to talk about the new ranking factor that Google officially announced on May 28, 2020: Page Experience (temporary translation: web experience signal), which is likely to be the biggest algorithm update in the past two years.

Know the new SEO ranking factor: page experience
The Page Experience (temporary translation: web experience signal) released on May 28, 2020 is a signal designed entirely for "user experience". According to Google’s official statement, Page Experience is a signal of a whole set of ranking factors. The information number can be broken down into 7 different items. The purpose of page performance is to more accurately and effectively evaluate whether your website has a good user experience. If the user experience of the website is not good, it will affect your ranking and SEO performance.

SEO ranking factors

You can see the page experience from the above picture. There are a total of 7 projects, among which 3 projects of the green blockchain are called Core Web Vitals by Google. These 3 projects are related to "website speed". Related indicators, in a vernacular point of view, Google decomposes "website speed" into two indicators and redefines them as "core network life". Google says that these three indicators are highly related to website speed/web user experience. The names and meanings of these three indicators are:

The largest content paint (LCP): the time required to display the largest content can reflect the reading speed of the website

First Input Delay (FID): First input delay, reflecting the relationship between the interactive experience and speed of the website

Cumulative layout change (CLS): Progressive layout shift index, reflecting the visual stability of the website

At the same time, you can also find these three sets of indicators in the test results of Google’s Page Speed ​​Insight speed test tool (as shown below). Since these three indicators are included in the latest update of "Page Experience", I would suggest you to Use Page Speed ​​Insight to test whether your website complies with the specifications. If it does not, you can at least understand how far you are from optimization.

Page Speed ​​Insight

The 3 indicators of Core Web Vitals are the latest indicators developed by the Light House team and Hong Kong SEO Agency belonging to Google (Note: Light House is a set of open source tools belonging to Google. One of its most important functions is to measure and improve website speed) , I will also briefly explain the details of these three projects below:

The time required to display the largest content element (the largest qualified paint, LCP for short)
The following is the biggest content-rich paint (LCP) function of this indicator for the speed of certain websites, but what is LCP? Simply put, it is how long it takes for the largest object in the first screen of your website to be presented. In terms of the largest object is the picture above, and how long it takes the picture to be rendered by the user’s browser is the so-called largest content paint (LCP). Google recommends the largest content paint (LCP) the best It is within 2.5 seconds.