All Script And Tols For Free: 🔍 Page experience ranking impact

🔍 Page experience ranking impact

Dec 07, 2020

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When the page experience update rolls out next May, Google will only use experience signals, including Core Web Vitals, for ranking mobile search results, not desktop. The page experience emphasis has clearly been on mobile, but now Google is making it explicit that "at this time" it's aimed only at users' mobile experiences when it comes to ranking. How much of a ranking impact the update will have on mobile results remains to be seen, but content relevance and quality will continue to outweigh page experience factors.

On Friday, Google published a post on how search ads work. This detail about the early impact of COVID stood out to me: "[I]n April 2020, people saw an average of 40 percent fewer top text ads per search than they did compared to April 2019. This was primarily due to COVID-related effects, when advertisers were reducing their ad budgets and users were searching less for commercial interests."

Google also said it's reduced the number of low quality and irrelevant ads in search results by 3X in the past 4 years. (Of course, some advertisers might beg to differ when they look at some of the close variants matching in what's left in their search query reports.)

Ginny Marvin
Editor-In-Chief

Social Short

Twitter enables frequency capping for all campaign types

Advertisers can now control the number of times ads are shown to users with campaign frequency caps. The feature is available in ad group details for Reach, Engagement, Video Views, and Pre-Roll Views objectives by default.

Why we care. Frequency capping will allow advertisers to tailor their ad exposures based on their campaign goals. Twitter says its testing shows better performance for driving upper-funnel metrics like ad recall and brand awareness when weekly exposures are relatively light — impact tapers after the first two impressions per week — and higher frequency as users move down the funnel.

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Search Shorts

Google Page Experience label test

Google page experience indicator. Peyman Khalili posted a screen shot of what might be Google testing a page experience indicator or label in the mobile search results.

Sitemaps vs crawling. Google's John Mueller said "a sitemap wouldn't replace crawling so we wouldn't crawl URLs less just because of an old date. The sitemap just helps us find new or updated URLs."

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