Google is adding new factors to its search engine algorithms that downrank websites that offer poor user experience. The company already penalizes websites over things like displaying annoying pop-ups and autoplaying videos, but today’s updates to the “page experience” criteria will focus on load times and websites’ responsiveness.

Coming to page experience are three new signals to rank the quality of a site: loading performance, interactivity, and stability of content as it loads. Google isn’t expected to apply the new criteria to rankings until sometime in 2021, giving web developers time to update their sites.

What does this mean?  If your site is slow, you will not rank.

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