One of the most irritating things about surfing the internet is badly made websites with slow loading times, terrible UI, shifting content across the page, and other problems that make it difficult to get what you are looking for. This is the main reason why Google will now factor in user experience as part of its web search.
In the near future Google will stop using keywords exclusively to optimize search results, instead, it will also take into account, an intuitive, user-friendly page experience to rank website in its search results. This ranking factor will combine quantifiable metrics such as page loading speeds, responsiveness, visual stability, safe browsing, mobile-friendliness, and more, to judge the user experience of a website.
However, the search engine giant clarified in a blog post that websites will still be ranked with the best information first, even if the user experience is not ideal.
Great page experience doesn’t override having great page content. However, in cases where there are many pages that may be similar in relevance, page experience can be much more important for visibility in search.
Google added that the new ranking system will not be put into place until next year and website owners will be notified six months before the update rolls out. Additionally, the update will not require publishers to use Accelerated Mobile Pages (AMP) to be eligible for better rankings.