Brands must prioritise user experience to improve search rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 19, 2021, 5:49 PM UTC

In the wake of Google’s algorithm update to favour UX, brands must work to improve webpage speed and accessibility.

Google’s latest update focuses highly on the user experience through its new set of ranking factor metrics – Core Web Vitals. These metrics measure how long a site takes to load the largest image or text block, webpage interactivity and content shift during page rendering.

Marketers can use online tools like PageSpeed Insights and Lighthouse Audit to measure their page ranking score. To maintain a good page ranking score, brands must ensure their website images are optimised for quick loading. They should also avoid using multiple high-resolution images and condense larger pictures to a smaller size.

Allocate size attributes for all ads, videos and images to reduce content shifting. Marketers should also get rid of defunct plugins, and unused CSS and JavaScript to improve website speed and reactivity.

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