Without a doubt, the business landscape is subject to change no matter how good (or how bad) things seem. There’s always a chance for new businesses to experience breakout success, as well as a chance for struggling companies to bounce back thanks to the ever-shifting nature of the business landscape. When it comes to business management, digital marketing is one of the most crucial aspects, and tech-savvy company owners often think about changing their game plan based on how the digital marketing movement goes.
For those who are unaware, digital marketing often revolves around the most popular search engines, with the number one spot continually taken by Google. For those that want to make the most out of search engine optimization (SEO), Google is typically at the top of the priority list. Everyone else follows what the Google algorithm dictates, which is where the Google Page Experience update comes in.
The update is all about making significant changes to how the algorithm ranks websites online, which means companies that do not take the time to consider what the update can do will undoubtedly lag behind everyone else. Most companies have been making changes in anticipation of the Page Experience Update for the past several months to put things into perspective. The reason why it’s so crucial to make changes as soon as possible is that it can vault a company’s popularity over its competitors. Here’s how the update can impact business for the better.
Pushing for user experience (UX) over everything else
If there’s one thing company owners have been doing to help prepare, it’s optimizing their websites to help ensure that it’s as good an experience as possible for online users. For example, the update now looks into the advertising tactics of companies, making it less likely for aggressive and distracting advertising to rank higher on the search engine results page (SERP). It’s a game-changer, as now companies are much more likely to improve the state of adverts on their website to help comply with the new update.
The same thing goes for overall optimization. The bounce/abandonment rate of many business websites is high due to companies failing to make things easier for online users. Most people will leave a website if the first thing they see is a distracting and messy UI. The update can negatively impact a business if the company owner fails to take note of web optimization tactics.
The good news is that optimization is often the easiest step when dealing with web design. It’s about accomplishing more with less, which means taking messy and distracting features away in favor of those that make a difference and get straight to the point.
The power of accessibility with the Google Page Experience
Aside from making things as easy to navigate as possible, pushing for accessibility can be a surprisingly impactful tactic for many companies. For example, something as simple as adding closed captions to video content can impact how people experience the company’s videos. As a result, more and more people are likely to support such a company, as adding captions means those who are hard of hearing can still follow the video.
It’s similar to a company that gets extra support because they go through the effort of adding braille to physical pamphlets. If the company owner wants people to be happy with the website, the crucial part is to take the little things into account. Accessibility is also all about getting straight to the point, which is precisely how a company exceeds expectations with UX.
Trying not to get too carried away with keywords, buzzwords, and the things that pop
While it’s understandable for some business owners to try to make the website as loud as possible, keep in mind that not everything has to be about keywords, buzzwords, and the things that pop. For example, going for numerous relevant keywords can seem like a good idea, but keep in mind that it also invites more competition. Going for too many keywords is also a good way of making the content much harder to read, which messes with the site’s accessibility and UX.
For example, if the person in question is running a clinic, then the website should be anything but flashy and distracting. The crucial part is to let online users know that the clinic is there to help and give them access to what they need ASAP. The same thing goes for those running online stores. It’s all about making sure everything is organized and easy to find. Without the proper optimization, it’s likely for people to leave the site before making any purchases.
Keep in mind that while making things as loud as possible is a decent marketing tactic, it does not always get the job done. With the Page Experience Update, it’s doubly important to work toward a positive user experience over everything else. While a loud and obnoxious marketing strategy can get people to turn their heads, it’s all about keeping their attention for more than a few seconds.
The difference between desktop and mobile
One aspect of the Google update is that things have largely rolled out for mobile browsers. The desktop version seems like it’s still far off, but it does not mean that desktop websites shouldn’t make any changes. Any company not focusing on mobile in this day and age is doomed to suffer from a lack of traffic and revenue. The mobile market matters more than any other, especially with so many people willing to make purchases online for what they need. There was a time when people were happy to buy groceries from nearby supermarkets, but times have changed. These days, even groceries are easy to purchase online, which means there is little need for most people to step out of their homes.
In a world where convenience trumps everything else, one would think that the desktop might trump mobile users as most people prefer to stay home. However, the convenience of the smartphone cannot be understated. Online users are more than happy to search for what they need with their phones, which means most of a company’s traffic and revenue still comes from the mobile market.
There are still some shopping platforms to consider for those who cannot build a decent mobile platform. Shopify and Amazon are some of the best examples out there. As far as mobile usability goes, it’s easier than ever before to start an online venture. As a rule of thumb, web design should focus primarily on the mobile market, with desktops taking a secondary focus. While it might take some time for desktop users to experience the new update, there are still far more smartphone users out there that it would be a waste not to focus on mobile.
The trouble with security issues
The new update is also focusing on which website can get the much-desired Good Status. While there were still some ways a website could still be ranked highly despite security issues, Google is focusing on disqualifying such websites from gaining anything with the current update. The presence of security issues ensures that a website and all of its pages are barred from getting such a status.
It does not have to be said how crucial it is to keep a website structurally sound, especially regarding security issues. Without such a focus, most companies are unlikely to get any headway, even if they focus primarily on desktop. Getting locked out of attracting mobile phone users is practically a death sentence for most websites.
How do I make my website more accessible?
It’s all about how online users feel regarding the website’s changes. If the company has a social media presence — and it should — it’s a good time to ask online users what they like/dislike the most about the primary website and what they want to see changed. Listening to one’s customers is a big reason why even startup companies can compete with the best of the industry. Unfortunately, many company owners underestimate the impact of customer feedback, which often results in a slow and inefficient web design strategy.
Another way to make the website more accessible is by focusing on digital marketing to get people clicking. As stated above, search engine optimization is one of the primary tools of company owners, especially those running startups. The advantage of SEO is that companies can build their marketing foundation without paying a significant amount to get the job done. While it might be slow to finish, SEO’s primary advantage is building an organic following without forcing the company to overextend.
Without a doubt, the Google Page Experience update is already making waves throughout the industry. The mobile updates have already rolled out, with the desktop updates coming soon. Fortunately, there’s no need to worry, provided you focus on user experience over everything else. A willingness to make changes based on user feedback and a willingness to stay consistent will get company owners very far.