Published on June 8th, 2020 | by Emergent Enterprise0
Google Search Will Now Favor Websites with Great UX
Some websites are built to intentionally frustrate you. Sometimes you feel like you are on a webpage roller coaster as content shifts endlessly and popups emerge. This post is good news from Lilly Smith at Fast Company as she reports that Google Search is now making a positive UX a priority in search results. If anything this move is the confirmation that the user experience is as important as any component of a website. What does it matter if there is great content if the UX is trying and frustrating? This should be the mantra of all UX design and not just web-based media.
[Source Images: Google, vasabii/iStock]
Now optimizing for a more delightful web.
There are few things more annoying than a website that doesn’t work how you expect it to. Slow load times, badly designed (or intentionally misleading) interfaces, and pages that shift in place as they load distract from the content on the page, making it hard to get information you need—and are just plain frustrating.
So Google is stepping in. As part of a new set of best practices, the company will start factoring user experience into its search results, as well as the top stories feature in mobile search. Google is no longer just optimizing for information that’s closest to your keywords, but optimizing for a more delightful web. Intuitive, user-friendly page design is about to become even more important.
The new ranking factor will combine quantifiable metrics related to speed, responsiveness, and visual stability with other criteria like mobile friendliness, safe browsing, https, and no intrusive pop-up windows in order to provide a more well-rounded picture of a web page’s UX.
Drilling into how Google will parse these metrics gets pretty technical, but essentially, pages should load within 2.5 seconds and users should be able to interact with the page within 100 microseconds. Another measurement looks at how often often visible page content unexpectedly shifts around.