In the latest news, we’ve learned about yet another change to the Google algorithm that we can look forward to. The update was originally scheduled to be rolled out in May, but it’s now extended out to mid June. This will buy marketers a little bit of time to prepare for these changes so our websites don’t suffer as a result of new algorithmic criteria.
The updated algorithm is centered around the user’s experience on the site, and it’s appropriately called the Page Experience update. Many important parameters are feeding into the algorithm, including core web vitals like loading, interactivity, and visual stability. These vitals play an important role in enhancing the stability of the website, so we’re looking forward to a more accessible user experience across the web as these new metrics get incorporated.
What do these changes mean from a user perspective? It comes down to accessibility and ease of use. And as psychology-driven marketers, we’re happy to incorporate these changes since we know how important accessibility is for consumers. This is reflected in what psychologists call The Law of Least Effort, which refers to how when we have two options available, we often go with the option that is simplest and easiest to accomplish.
Of course, this is also related to the psychological concept of fluency, which refers to the perceptual effort that’s involved in processing information. We more readily understand information that’s packaged in tangible, fluid, chunks. And when websites load the way we expect, without any glitches, then we can process that information easier.
Ultimately, this is just one of the many pieces that are involved in getting the audience to understand your brand the way you intend. In addition, it will help avoid negative reactions that consumers might have as a result of a negative website experience. The last thing you want to do as a marketer is associate your brand with negative emotion. So keep your users engaged with a positive website experience that accommodates users who process information differently.
To learn more about the user experience, visit our partner, Alloy, and the resources available on their website. As always, we’re happy to help you with your marketing challenges, so give us a call at 833-578-1314 or email us at [email protected] for more info. In the meantime, we hope your website metrics stay up and we wish you safe browsing.
