Whilst this will start to be introduced in February, as with all Google updates, it will take a while to fully take effect, with the company announcing it will be completed in March 2022.

The update will be based on the same metrics that the mobile update was judged on, Google has helpfully given a full update on page experience signals. Webmasters will also be able to see how their sites perform in a new, dedicated section, in Search Console.

There are some technical aspects to what is included in this update like loading times of Largest Contentful Paint, First Input Delay and Cumulative Layout Shift. This translates, to the non-technical, as ‘make sure your website loads quickly'. Users do not want to wait for a website to load, they want answers and they want them immediately, and Google will reward sites that can facilitate that with improved rankings.

Whilst every effort should be made to make your website as fast as possible, if you are struggling to make improvements, hope is not lost. In Google’s own words, content and knowledge will still be key in determining rankings.

“While page experience is important, Google still seeks to rank pages with the best information overall, even if the page experience is subpar. Great page experience doesn't override having great page content. However, in cases where there are many pages that may be similar in relevance, page experience can be much more important for visibility in Search.”

It would appear that, as far as Google is concerned, content is king. However, if you are serious about improving your organic performance then your page experience should be in line to be reviewed, and soon.

If you need any help with the organic performance then get in contact with our SEO team on 0203 368 8556 or info@kaumediagroup.com to see how we can help grow your brand online.