Google Algorithm Countdown; What does this mean for your online reputation?
Next month we will see the release of Google‘s Page Experience Algorithm, however Google say that its full role will only become visible in August… there is still time to address your User Experience. The algorithm looks to improve user experience through analysis of actual in-page experience and site speed. We did some digging found that 92% of companies in Retail, Gaming & Gambling, Automotive, News, and Health & Leisure could see a negative impact if the algorithm were to be released today. There is risk that the ranking position and visibility on Google could decrease if their sites are not quick to load and more responsive to people’s needs.
Google define that a good website load time is 2 – 3 seconds with every second upward of this incrementally having a negative impact on the user experience. Google also indicated that the load time of an average website is 15 seconds. With that in mind, when looking at our research, it showed that of the 43 companies reviewed, 16 had Time To Load (TTL) higher than 15 seconds, ranking them as below average and underperforming. We know this can be a common problem for businesses trying to stay ahead of perceived customers’ needs, but why? We asked Dan Bradley for some industry insight based on his experience working with large companies in a senior operations role.
“The reasons why some large-scale legacy organisations website performance is poor is down to overly complicated and outdated system architecture and not aligning to the core customer needs. When businesses combine analytics bootstraps with supporting regulatory compliance or even add large image files created by the designers, this further degrades performance.
With secondary consideration for the website performance overhead, the website functionality incrementally becomes heavier, eventually leading to slow performance and poor experience reviews from the users start to stack up. Unhappy users change their behaviour pattern, which could impact their buying behaviour, their ability to remain responsible or even in some instances make safe decisions.”
Our own experience has found that when an organisation is entangled with large legacy platforms and shows behaviours driven from their operating culture, the most successful remedy is engaging an independent SRE support service. The SRE service reviews each department’s needs holistically, considering architectural constraints and keeping the website reliability and speed at the core.
When our SRE experts work in organisations, we absorb the culture and ways of working to collaborate in the same language and make incremental changes that don’t feel threatening. We look to add value immediately and show performance improvements in the shortest time possible. In most cases, there are more extensive development and operational ways of working to help improve. By seeing the organisation as a whole, we can understand what drives the typical behaviours that slow progress and undermine technical capability. We seek to cure the operational source, not just treat the symptoms of an underperforming website.
“As we continue to work more online, the customer expectation of fast, reliable and secure websites will also increase. If you want to provide the best service possible to your customers, you need to focus on your websites’ experience in 2021 as a priority and see it as an investment and a risk. Those companies that can adapt the quickest will most likely thrive in whatever 2021 throws at us. Companies looking to explore this further can connect with me to discuss how these changes can benefit their business.” Cloe Keefe, Head of Business Development at Perform Partners.