The world of SEO is constantly changing as search engines like Google regularly roll out algorithm updates. These updates aim to improve search quality and user experience, but they can significantly impact search engine rankings - especially for small businesses who rely on organic traffic and don't have massive marketing budgets.
One of the most impactful Google algorithm updates for small business SEO was the Page Experience Update, first announced in May 2020 and rolling out fully in June 2021. This update specifically targets pages' technical SEO elements like Core Web Vitals, page speed, mobile friendliness, and more.
With the Page Experience Update, Google wants to reward pages that offer an excellent overall user experience. That means pages should load fast, be easy to use on mobile, feel responsive, and provide a seamless experience.
For small businesses who haven't prioritized technical SEO, this update was a bit of a wake-up call. Sites that load slowly, have poor Core Web Vitals metrics, or aren't mobile-friendly have likely seen drops in organic rankings and traffic.
Specifically, the Page Experience Update evaluates these key elements:
Smaller businesses tend to have more limited development resources. Many don't have technically advanced sites or prior SEO knowledge. For sites that scored poorly in these areas, the Page Experience Update led to sometimes dramatic losses in organic visibility.
For example, a local landscaping business saw their organic traffic drop by over 35% in the months following the Page Experience rollout. Their site wasn't optimized for Core Web Vitals, had a poor mobile layout, and loaded slowly.
This traffic drop significantly hurt their leads and sales that came via organic search. As a core channel, it also limited their ability to compete with larger national landscaping chains.
A regional nonprofit organization focused on youth mentoring programs also saw a decrease in site traffic and donations after the Page Experience Update. Their site was built years ago and wasn't designed responsively or optimized for page speed.
With lower traffic from Google, they struggled to attract new donors and volunteers. This limited their ability to expand their outreach programs and start new chapters.
While challenging, the Page Experience Update also offers an opportunity. By optimizing their websites for Core Web Vitals, site speed, and mobile-friendliness, small businesses can actually gain an edge over competitors.
Here are some ways small business owners can adapt:
Use Google Search Console or PageSpeed Insights to see your current Core Web Vitals scores. Identify pages with poor LCP, FID, or CLS so you can optimize them.
Speed up page load times by optimizing images, enabling caching, using a CDN, removing unnecessary plugins, and upgrading web hosting. Faster load times improve user experience.
Simplify page layouts and limit HTTP requests to boost speed. Ensure your site is mobile-friendly and responsive across devices.
If needed, rebuild your site with a modern stack optimized for web performance. Migrate to a faster host. Implement AMP or PWA technology.
Continuously monitor your Core Web Vitals, page speed, and mobile usability to maintain scores. These factors evolve over time as Google's algorithms do.
Don't make changes just to chase rankings. Focus on optimizing for actual users first through their experience on your site.
The Page Experience Update marks a shift toward user experience as a significant SEO factor. With mobile browsing now dominant, site speed and responsiveness are essential elements.
As more updates roll out centered around Core Web Vitals and page experience metrics, technical SEO will only grow in importance. Small businesses that adapt now can gain an advantage.
By optimizing site performance and mobile usability, small companies can stand out from outdated competition still relying on domain authority metrics alone. The future of SEO requires balancing technical excellence with high-quality content.
The Page Experience Update is just one shift in an evolving search landscape. As Google continues enhancing its algorithms, being nimble and user-focused will be key for small business SEO success.
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