Google's Page Experience Update: What Every B2B Marketer Should Know

Google announced its page experience update which will debut in 2021. This update will reward pages with good usability and user experience, as well as content that meets the needs of customers and helps them move forward in their buyer’s journey. SEO teams have been racing to ensure their sites are prepared.

Google has emphasized the importance of Core Web Vitals, which measure pageload time, interactivity, and the stability of the content as it loads. Page experience will serve as a tiebreaker between sites with similarly reputable content, but the exact impact is not known yet. Content will still hold the most weight in ranking.

For B2Bs, page experience should allow users to explore their own interests and needs, present options to progress from any given stage within the sales funnel, and provide variety in content and language. Performance metrics, such as click rate, visit duration, and bounce rate will also become more crucial. B2Bs should start making necessary changes now and optimize their website page experience.