3 New Factors That Could Tank Your Rankings in Google’s Next Update

In 2020, Google announced that they would be rolling out their Core Web Vitals update in May 2021. For so many of us, 2020 has come and gone in a blink of an eye, and our focus was not adjusting to a 2021 Google Search update but adjusting to the “new normal.” There might not be anyone that hates this phrase as much as I do, but it’s true, and with just months to go, it is time to bring this update back as a priority as it is going to make a dramatic change in how companies stay competitive in organic Google Search results.

What Is My Website Graded On?

Google’s existing search signals include mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial (pop-ups that block page content) guidelines. The three new Google Core Web Vitals will compound on these to include loading, interactivity, and visual stability. Let’s dive into each of these metrics to understand what websites will be graded on:

Existing Search Signals

1. Mobile-Friendly – ability for your website to adjust and resize for images and content to be easily consumed on multiple screen resolutions such as phones, tablets, and more.
2. Safe Browsing – detects six different security issues, including malware, deceptive pages, harmful downloads, and uncommon downloads.
3. HTTPS-Security – Hypertext Transfer Protocol Secure is an internet communication protocol that protects data integrity and confidentiality between the user’s computer and the site.
4. No Intrusive Interstitials – pop-ups that visually obscure content and make it difficult for users to navigate the page.

Core Web Vitals

1. Loading – time that it takes for the page content and images to load for viewing.
2. Interactivity – time that it takes sites to respond to user interactions such as scrolling and user input such as inputting data into a form.
3. Visual Stability – how often a user experiences unexpected layout shifts causing them to lose their place or click the wrong button.

Why Is this Google Search Implementing This Change?

You might be asking yourself why Google is pushing this and why should I care? Well, here is what Google has to say:

“At Google Search, our mission is to help users find the most relevant and quality sites on the web. The goal with these updates is to highlight the best experiences and ensure that users can find the information they’re looking for. Our work is ongoing, which is why we plan to incorporate more page experience signals going forward and update them on a yearly basis.”

With that statement, you can agree that every company’s goal is to make sure their customers have the best experiences and find the information they are looking for. In addition, not adjusting to these changes will hurt your website’s performance on Google searches and inevitably negatively impact your SEO inbound leads and sales. If you need help accessing your website’s performance based on these upcoming Google Search Core Web Vital updates, please reach out to one of our marketing strategists to have your website evaluated.

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