Google is introducing the Expertise replace to the desktop

9 months after the arrival of Google Experience on mobile devices, it has just been announced that an update will be posted on the desktop. As a reminder, the goal of this update is to integrate user experience criteria, such as Core Web Vitals indicators, for example, into the site evaluation method.

What are the criteria for Google Experience on the desktop?

Ranking is based on web experience signals on the page, which are already used on mobile devices. Google recommends that you meet certain performance thresholds for certain indicators, such as load time. To assess the latter, Core Web Vitals are measured:

  • CLS (cumulative schedule shift): an indicator that measures the visual stability of the user interface. According to Google, a good CLS score is between 0 and 0.1, and above 0.25 is a bad score.
  • FID (first entry delay): an indicator that measures interactivity. According to Google, a good FID score is below 100 milliseconds, and above 300 milliseconds is a bad score.
  • LCP (largest color with content): an indicator that measures loading time. According to Google, a good LCP score corresponds to loading the largest visible element of a web page in less than 2.5 seconds. More than 4 seconds, that’s a bad result.

Other criteria considered on the desktop are HTTPS security and the absence of intrusive interstitial ads. Unlike the mobile version, ergonomics is not one of the elements that count in updating the Experience on the desktop. The company indicates this “When a site has separate desktop and mobile URLs, with the appropriate configuration, the signal is based on the URLs that users see on the desktop”.

Comparison of desktop and mobile device criteria. © Google

Google also states that they “Help website owners analyze the performance of their desktop pages in terms of site experience, using the Search Console report” .

What impact does this update have on SEO?

Announced in 2020, and then first installed on mobile devices in June 2021, this update for desktop computers should not surprise web professionals. Indeed, many sites were already anticipating his arrival by optimizing their user experience.

The Google Desktop Experience should not cause a major turnaround in site rankings. In addition, the search engine states that quality content is still necessary for good referencing, because betting on the user experience will not be enough. However, be careful, because with equivalent content, this point will make a difference, so it is important not to ignore it. It is urgent that SEO experts and site owners take care of this now, if they haven’t already.

Already fully active since August 2021 on mobile devices, the update has just started to be applied on desktop computers and should be fully available by the end of March 2022.

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