Google used CrUX (Chrome UX report) data, which was field-based (real user data vs. mobile emulators), to enhance its understanding of page-speed performance.
Page responsiveness and Core Web Vitals have always been central to Google’s page experience criteria.
These metrics remain unchanged, so focus on understanding and improving them.
As the web grows faster and more competitive, consider tools like server-side rendering or parallel JavaScript deployment to enhance performance and maintain your edge.
Serve pages via secure protocols
Many years ago, HTTPS (the secure version of the HTTP protocol) was a ranking factor. Sites that served all pages and resources via secure protocols gained a ranking edge.
That’s no longer true. In 2025, this is an absolute expectation from Google. Nowadays, exploring additional technologies such as HSTS (strict transport security) is prudent.
Make sure that redirects are in place to move users from insecure to secure content.
Responsive mobile design
Much like HTTPS, this is an area where Google used to give ranking bonuses to responsive sites that render correctly on mobile. Once again, this is now an expectation.
Don’t use separate mobile sites with separate codebases. Instead, ensure that your dynamic CSS can render pages responsively, regardless of the device or viewport width.
Less responsive sites can still perform, but only if there’s no competition.
Avoid excessive deployment of on-page ads
Google has taken a strong stance against above-the-fold advertising content since 2012.
If most of your page has ads and affiliate links, that will hurt your SEO, especially if most of the screen real estate has ads above the fold.
Focus on giving users the information they want first. Ads are important for revenue, but they should be easy for users to notice or ignore.
Google expects users to have control, so avoid overwhelming them with ads that make finding the information they need hard.
Avoid intrusive overlays and interstitials
Just like ads, intrusive overlays and interstitials prevent users from finding the information they seek.
Common issues include:
Newsletter sign-up pop-ups that are too large (taking up the majority of the screen).
Regional redirect notices that move users to the correct version of your site.
Neither of these notices is innately bad, but if they take up most of your above-the-fold screen real estate, beware.
Users should first be able to interact with your pages and find the information they are looking for.
Interstitials can be helpful, but they should not block users from completing their main tasks.
In such a scenario, Google will likely demote your pages within search rankings.
Page experience takeaways for 2025 and beyond
With search engine algorithms and user expectations continuously shifting, the page experience metrics we prioritize today will lay the foundation for success in the coming years.
Historical foundations
Google’s focus on page experience predates the formal update.
Policies like the 2012 page layout algorithm showcased their longstanding commitment to user-centric web design.
Core Web Vitals remain central
The Core Web Vitals continue to form the backbone of Google’s page experience criteria.
Metrics such as LCP, CLS and INP highlight the importance of site performance and responsiveness.
Emphasis on standard expectations
Technologies such as the HTTPS protocol and responsive mobile design, once competitive advantages, are now minimum standards.
Google no longer rewards these implementations. Instead, their absence could harm rankings.
Advertising constraints
Google penalizes sites with excessive or poorly placed ads, particularly those dominating above-the-fold space.
This approach ensures users can access content without unnecessary distractions.
Avoiding intrusive elements
Overlays and interstitials (e.g., large pop-ups or redirect notices) should not block users from accessing key content.
While these elements can serve useful purposes, they must not impede the primary user interaction.
Helpful content alignment
The page experience update now intersects significantly with Google’s helpful content update, reinforcing the importance of meeting user intent and providing value through content.
Iterative enhancements
Although there haven’t been many major updates to page experience since 2021, the underpinning principles are regularly updated to align with broader SEO trends and user expectations.
These insights confirm Google’s commitment to a fast, user-friendly and informative web ecosystem, rewarding those who align with Google’s evolving priorities and psychological UX principles.
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