Cast your mind back to 2015. It might seem like a lifetime ago for a lot of reasons, but it was also an inflection point for digital media – social media had finally revealed itself as a pay-to-play platform for advertisers, Direct-to-Consumer (DTC) brands had really started to take off and mobile internet traffic had started to overtake desktop traffic.
By 2015, pretty much everyone had finally gotten themselves a smartphone, but not every brand had updated their website to be responsive. We all remember having to wait forever for pages to load and pinching our screens to zoom-in to read tiny text because some websites hadn’t bothered updating to a mobile-friendly design. This was not a good experience. For a platform like Google that made a living by sending people to the right websites, this was a problem. If you keep sending users to sites that frustrate them, eventually people will stop using your service.
That’s why, with an April 2015 algorithm update, Google finally started punishing websites that refused to provide a good mobile experience by giving priority to websites that displayed well on smartphones when users made a search on their mobile devices. Websites with large text, easy-to-click links, and displays that resized to fit the user’s screen were given a search ranking boost. And this makes sense. Google wants users to have the best experience they possibly can.
For both Google and the end-user, this was a win-win. On the flip side, this move effectively deprioritised millions of sites around the world that had yet to optimise for mobile — meaning that finally brands had to sit up and take mobile seriously. Mobile had “arrived.” And now something similar is happening with user experience.
Taking user experience seriously
Last month, Google announced it will be expanding the set of user experience metrics that are taken into account as factors for ranking search results. So the better your user experience, the better chance you have of Google sending traffic to your site. Google already takes page speed and mobile responsiveness into account when it comes to ranking pages, but these new criteria focus on how users perceive the experience of interacting with a web page – how quickly the main page elements load, how they perform when the user first tries to interact with them and the stability of content as it loads (so you don’t accidentally tap that button when it shifts under your finger!).
Like the unresponsive mobile website situation, Google is now trying to weed out the little things that make the user experience a bit more annoying. These are real and tangible things your users notice when they come into contact with your site. Like shopping at a supermarket with sticky floors, a confusing store layout and long queues at the checkout counter, these little things can ruin the experience. You’re shooting yourself in the foot by not giving these areas the attention they deserve.
Having a great user experience should be table stakes for any ambitious brand in 2020. Customers these days have high expectations, and plenty of companies have perfected the art of giving them what they want fast — sometimes anticipating what they want before they even ask for it. This is the standard you have to meet in today’s consumer landscape. User experience has well and truly “arrived.”
Food for thought
Google stressed that these criteria will not affect rankings until next year. But once they do, they will become a significant factor that influences where you rank in search. Back when the mobile-first algorithm update came into place, content marketing company BrightEdge tracked over 20,000 URLs and saw a 21% decrease in non mobile-friendly sites on the first three pages of search results. If something similar happens with this user experience update, you do not want to be in the 21% of sites that fall off the edge.
Having a fast-loading, easy-to-use website that shows your visitors relevant content and gives them a more personalised experience will improve your key site metrics – time spent, pages views and even conversion rates. And soon it will directly affect your search ranking. At Horizontal, we believe that brands can build loyalty and increase conversion by removing friction and improving the user experience. Google echoes this belief, and the message from them is loud and clear – if you want to rank highly in search results you better make sure you have an easy-to-use, intuitive website. If you don’t, your competitor will. Is your site up to snuff?