Industry News

SEO News: Page Experience Becomes a Ranking Factor in May 2021

  • November 17, 2020

Google announced (opens in a new tab) that your page's Core Web Vitals will become a ranking factor for Google from mid-June 2021 on, with a gradual rollout that's expected to be completed by the end of August.

We already knew this was going to happen at some point, we just didn't know when.

Apparently, increased traction for their Lighthouse and Page Speed Insight tools, and the Google Search Console ("GSC" for short) Core Web Vital report was an indicator that the search community was ready for this change.

What are Page Experience signals?

Page Experience signals encompasses both Core Web Vitals (opens in a new tab) and existing User Experience ranking factors such as Mobile Friendliness, HTTPS and not having annoying interstitials.

Now, Google merges the existing User Experience ranking factors with the new Core Web Vitals into a new ranking factor category called "Search signals for page experience" as illustrated below:

Visualization of Google's Page Experience ranking factors

Is that it?


Burried a little further down in the announcement, Google writes:

In addition to the timing updates described above, we plan to test a visual indicator that highlights pages in search results that have great page experience.

That basically means that Google's going to show what pages provide a good user experience in its SERP.

As you can imagine, this may lead to a big shift in increased click-through-rates for pages providing a good user experience, which will also result in improved rankings as this is a clear sign to Google that its users have a preference for one page over another.

Not only will users see what information they can expect on a page, soon they'll also be able to see what kind of user experience they can expect.

Now, is that all?

Ha, no. Burried even deeper, Google announces:

The change for non-AMP content to become eligible to appear in the mobile Top Stories feature in Search will also roll out in May 2021. Any page that meets the Google News content policies will be eligible and we will prioritize pages with great page experience, whether implemented using AMP or any other web technology, as we rank the results.

Yes, you read this right.

Starting May 2021, non-AMP content will be able to show up in the mobile Top Stories carrousel. For publishers that heavily rely on organic traffic, this is big news.

How can you prepare for this update?

First of all, make sure you've got the existing user experience ranking factors covered:

Are all your pages served over HTTPS

Do a quick check with ContentKing to see if all of your pages served over a secure connection!

While Google doesn't list satisfying search intent (opens in a new tab) as a ranking factor, we do. While it's not as binary as the factors above, it's the most important ranking factor in providing a good user experience.

After you've got the basics covered, start digging into Core Web Vitals. While the name may sound cryptic, Google's description provides more insight:

A set of metrics related to speed, responsiveness and visual stability, to help site owners measure user experience on the web.

Make sense right?

Now it's time to dig in more, starting with the documentation (opens in a new tab). And after that, by seeing your site's current Core Web Vital performance in GSC (opens in a new tab), which will really make them come to life for you.

Follow these people on Twtter:


You've got roughly 6 months to prepare for this update, good luck!

Keep up to date!

Want to keep up to date on all things SEO?

Sign up for our newsletter and follow us on social media:

Steven is ContentKing's VP of Community. This means he's involved in everything community and content marketing related. Right where he wants to be. He gets a huge kick out of letting websites rank and loves to talk SEO, content marketing and growth.

Jessica is a content marketer for ContentKing. Her days are spent writing marketing content, cycling around canals in Amsterdam and attempting to master the Dutch language.