- [Neil] You've heard about the Google page
experience algorithm,
but how do you optimize it?
Because Google doesn't really reveal
that much information about the algorithm updates.
And if you want to rank at the top
you have to, in essence,
please the algorithm,
as well as pleasing users as well.
Hey everyone, I'm Neil Patel.
And today, I'm going to share with you
on how you can optimize
for the page experience algorithm.
(soft music)
Now, before we get started
make sure you subscribe to this channel.
And if you're on YouTube,
click the alert notification.
Now, first off,
if you want to optimize for the page experience algorithm
you got to know what it's all about.
In essence, what Google's trying to do is
they're trying to tell you as a user
or as a webmaster,
and a site owner
and a marketer
that, hey, you can't just optimize for them,
you got to also
optimize for the user.
In essence, you got to put the user first.
If you put the user first
and you provide them with the best experience,
Google wants to rank you higher in the long run
because it benefits a user which pleases them.
And if the users are happy when they're using Google,
what are they going to do?
They're going to keep coming back.
They're going to use Google more
and maybe even click on some ads,
which helps Google generate more revenue.
So, first off,
if you want to optimize for the user
you got to run usability tests on your website.
And you can easily do this through Crazy Egg.
So once you sign up for Crazy Egg,
you'd want to log in to your dashboard
and click, Create New Snapshot.
And you can do multiple snapshots
or one snapshot.
For this scenario I'm going to click on Multiple Snapshots.
So we're going to do my homepage
and let's call this a home page.
And I'm going to end up doing my main blog page.
Let's do blog.
And then I'm going to even do a blog article,
like let's say neipatel.com,
how,
now, let's do how
to
start
a
blog.
All right.
So we got three going here
and I'm going to click Next,
which will take me to Settings.
Create three snapshots,
separate on each device.
Yes.
Mobile desktop,
enable those.
Snapshot immediately,
end snapshot 60 days
or 2,500 visits.
Review.
Pretty much good to go.
Create the nice snapshots.
Great, yay.
Return to my dashboard.
And it takes some time for data to load.
If you haven't installed the Crazy Egg script,
it's like a JavaScript like Google Analytics,
you got to do that.
I'm pretty much good to go
so I don't have to worry about that.
And I already have heat maps that are done.
So I'm going to end up showing you some of them
so you can see what it's like.
So, first off,
here's the example of a blog post,
and this is for desktop devices.
As you can see,
it draws a line telling you
where the majority of the fold is
and what people are looking at.
If you look at majority of the attention.
Yeah, they're getting a lot of attention here.
Like these images are getting popularity,
97%,
20,000 impressions.
And as you scroll down,
typically you're going to get less and less attention.
Where the meat is,
where the content is
or where the valuable stuff is
you'll tend to get more attention.
And obviously as you scroll more and more down,
you're going to get less attention.
And the reason being is,
not everyone's going to read all the content
or even scroll on your page
if it's a service page, or a product page,
or whatever it may be.
The overall purpose of doing this is
you can see where people are getting stuck,
where they're not.
The big thing that I learned from this,
and I'll scroll all the way down at first
so you can just see how it looks, right,
even the comments section.
The first thing that I noticed is
if you want to leave a comment
you got to keep scrolling down.
So one change,
'cause a lot of people are clicking the comment box.
One change that I'm considering doing
to make the experience better for people
who want to leave comments is
put the comment box higher up,
and make it really easy
for people to leave a comment
or read the comments.
So that way they don't have to scroll
all the way down to leave a comment.
Another thing that you'll notice is
no one really clicks on the footer,
but if I scroll all the way back up,
there's not a lot of clicks happening here.
And that makes sense.
I got this stock photography image.
That's not providing a lot of value.
So one thing I'm considering doing is
bringing the text higher up
'cause if you look at the attention,
I'm losing people, right?
It's going from 83 to 85,
88, 85
and then it just starts going down.
But then the attention starts going back up to 85, 85,
it's because that's where the text is.
So one thing I'm going to consider testing
to try to improve the experience
because this image here doesn't really provide any value,
is to move my text higher up on the page,
which can help with the popularity.
Because as you can see here,
mouse movements and the attention of users
aren't really here.
Users want to get to the text,
the meat, the potatoes.
So I'm going to start making tests
where I move this to try to improve my experience.
Another thing that you can see here
by the heat map and the colors,
no one's really clicking on the side,
from the navigational items to the tools,
to the little ads.
Sure, some people are clicking on this search area,
so I may leave this,
but majority of these navigational elements
and these sidebar areas
aren't really getting clicked.
So one thing that I'm considering testing
is removing the ones that aren't getting that clicked.
So that way it draws more attention to the content
which is why people originally came
to my site as well.
Same with the navigational elements.
If you look here,
the blog is clicked on heavily
About, Tools, Services,
not so much.
So I may consider adjusting my navigation
to improve the experience as well.
Now, let's go on to the next heat map.
This one's a little bit different.
This is of my homepage on a mobile device.
And I have a lot of clicks on the main call to action.
But what's interesting here is
people are actually clicking on.
So I'm going to adjust the brightness here.
So you can adjust the brightness
so it's a little bit more clear for you guys.
So people are actually clicking on these images.
These images aren't clickable,
they don't do anything.
So what I'm going to either do is
change the images up
and have them explain
the message overall more
and make it so that when you click on it,
it does something
or just remove the images altogether.
So my main two options are going to be,
people are clicking on images when they're not supposed to.
So you either need to change the images
to describe what they are
and make it clear that they're not clickable,
but that probably isn't going to help too much.
So the main things I can probably do is either A,
make the images clickable
and it could take people more in depth
on what they're going to learn
or allow them to register
for whatever I'm pitching or selling,
or just remove the images,
so that way I'm not wasting people
clicking on stuff that doesn't really matter.
And hopefully I can get them to click on
the stuff that does matter,
like getting them to claim their spot or register.
Now, if I look at the next one.
Here is
my homepage on desktop device.
And as you can see,
the clicks are a lot better.
They're not clicking on stuff they shouldn't.
Sure, you're seeing some clicks on text,
but a lot of times people click when they're reading,
that's natural.
I wouldn't change too much up here.
If I did change one thing
it would be adding a navigation to the top.
So, and the footer, if you look here,
lot of heavy navigational clicks.
Look at that,
bright red.
And that's because there's no navigation on the top.
I'm making people go through with this,
all this flow,
which isn't as usable
versus putting the navigation on the bottom
or more so I mean,
put it at the top, right
instead of just putting it at the bottom.
And then if I look here,
this is my main blog page,
and this is on mobile.
People are clicking, they're clicking
and it shows them, you know,
all my blog articles.
And as you can see
there's not much attention
as you keep scrolling down.
I don't really have pagination on my blog.
And I do like that constant loading
as you keep scrolling and scrolling,
but with mobile devices,
no one's going to keep going all this far.
It's very rare.
So what I'm considering doing is
I'm considering making it shorter
and having pagination at the bottom
'cause I think that'll improve experience.
But what's very popular is
I have this little area on my mobile device
that works extremely well.
And they do this on desktop
that you should consider copying with your blog.
And it says, I want to learn about,
and it says everything.
I'm going to actually brighten it up here
so you can see.
You click the dropdown
and it tells you all the categories I have for my blog.
And then the content
is then relevant
to those categories.
So people then can
click on the post that they want to,
that's most relevant to their interests.
So they don't have to keep reading or scrolling more so
to find what they're looking for.
And I do a similar thing on my desktop devices
on my main blog page.
I have a little bit different of a header,
but the same thing.
If you look at one of the most clicked areas
more than right here is
I want to learn about everything
and then they drop down
and they can go and fine tune the content,
look at what they really are interested in.
So what's really interesting
that I ended up learning from this.
This helped me generate more leads
and also create a good experience for people.
Because at neilpatel.com,
we also offer consulting services.
So I changed the part right here where it says,
I want to learn about everything to,
do you want me to do your marketing for you?
If you click, Yes,
it takes you to the consulting page.
If you click, No,
I'd rather do it myself,
it then goes to that box where it says,
what do you want to learn?
I want to learn about.
And then they can select
what they want to learn about.
So if they click email marketing,
the content then adjusts to email marketing.
If they decide they want to learn about e-commerce,
the content then adjusts to e-commerce.
So that's something that I got
from running a Crazy Egg test.
Now, the whole purpose of showing you this is
although no one knows exactly
what's in the page experience algorithm,
what Google's trying to do is just
make
websites and webmasters
and marketers and business owners
think more about the user experience
because they want to rank pages at the top
that are also the best for users.
So you can use Crazy Egg
to then go and adjust and tweak,
that's what I do it for.
And just want to show you how I'm using it
to
maximize my user experience.
So that way I can rank the best in the long-term.
Which hopefully will make it
so I don't have to build as many links, right.
As much content to get all that traffic as well.
If you have any questions
about optimizing your user experience,
leave a comment below.
If you have any questions
again, you can just ask me
and I'll try to help you out
whether it's on SEO or anything else.
And if you enjoyed this video,
like it, share it,
subscribe to the channel,
tell your people about it.
Thank you for watching.