TRAFFIC
GOOGLE PAGE EXPERIENCE : ISSUES AND SOLUTIONS
For affiliates operating in a highly competitive market like igaming , prioritising user experience is an important ranking factor that can help keep you ahead of your competitors . Jordan Hilliard presents some solutions to common issues affiliates may face in getting sites Page Experience-ready
A n igaming affiliate site can boast high-quality and relevant onsite content , and an authoritative backlink profile , but without prioritising a smooth user experience , its ranking potential will be limited . A great UX makes a real difference to how players engage with any site , which is particularly important for online casinos or affiliates that offer a mobile app .
From registration through to collecting winnings , igaming brands need to prioritise making the user journey within a desktop or app as seamless as possible in order to successfully attract , retain and expand their customers . Sites without a smooth UX – for example , those suffering from slow loading speeds or difficult-to-navigate search functions – will be at risk . Gamblers will simply abandon them and jump to a competitor ’ s site instead .
Many local markets still view online gambling products as solely moneymaking endeavours , as opposed to online entertainment experiences . With this in mind , it ’ s never been more important to ensure that any customer interaction is as seamless and positive as possible in order to be favoured in the SERPs and therefore stay ahead of your competition .
WHAT IS GOOGLE PAGE EXPERIENCE ?
Page experience refers to signals that measure how seamlessly a site user interacts with a web page . It ’ s a key consideration for both developers and SEO professionals as it focuses on accessibility , discoverability and efficiency in order to optimise a user ’ s site interactions .
In May 2020 , Google announced a new ranking algorithm that judges web pages based on the quality of this user experience . This algorithm uses a new set of performance metrics known as Core Web Vitals , in order to gauge whether a site is easy for customers to navigate , and if it isn ’ t , why not . These Core Web Vitals are measured using real-world usage data and consist of the following :
• First Input Delay ( FID ) This refers to the length of time it takes for a web page to be ready for user interactivity , as it measures the time between a customer interacting with a web page and the browser starting to process the request .
Q1 2022 • ISSUE 89 • 21