Page Experience in 2025: Everything You Need to Know

Google’s page experience update marked a significant shift, setting a new benchmark for creating user-friendly websites. It underscored the growing importance of performance and usability in search engine optimisation (SEO). Key elements of this update included Core Web Vitals, responsive design, and the minimisation of intrusive elements on websites.

This article explores the evolution of the page experience algorithm update and how it has integrated with other Google priorities. For example, it aligns with the helpful content update, which focuses on delivering valuable and relevant content to users. The piece also delves into practical steps businesses can take to align with these standards as we move into 2025.

Google’s page experience update, which launched in June 2021 and was fully rolled out by February 2022, marked a pivotal moment in the company’s commitment to improving web usability. This update built upon a history of user-focused initiatives, such as the 2012 page layout algorithm, which targeted websites with excessive above-the-fold ads. The page experience update refined Google’s approach to user-centric design, placing greater emphasis on tangible metrics and performance benchmarks.

Ahead of the update’s implementation, Google provided detailed guidance in April 2021, signalling significant changes that were about to reshape search rankings. A key component of this update was the introduction of Core Web Vitals, a set of metrics designed to measure key aspects of user experience, including page loading speed and interactivity. This change also marked the gradual deprecation of Accelerated Mobile Pages (AMP) as a requirement for appearing in top search results.

Over time, some of the initial Core Web Vitals have evolved. For instance, First Input Delay (FID), which was a core metric, has since been replaced by Interaction to Next Paint (INP). Recently, Google removed the page experience report from Search Console, aiming to reduce clutter and streamline navigation for users.

At its core, the page experience update sent a clear message: webpages must be responsive, accessible, and user-friendly. But how has this update evolved, and how will it continue to impact SEO in the years to come?

 

The evolution of the page experience update

Since 2021, there have been few direct updates from Google specifically addressing the standalone evolution of the page experience update. This lack of communication has created something of a “black hole” around its development. However, Google has continued to reference “page experience” in connection with other updates, suggesting its ongoing relevance.

Documentation originally published in 2021, with updates as recent as April 2023, offers some insights into the evolution of the page experience update. These materials largely focus on the role of Core Web Vitals in shaping how pages perform in Google Search results.

Core Web Vitals and Page Experience Guidance

Between 2021 and 2023, much of the information surrounding the page experience update centred on adherence to Core Web Vitals. These metrics remain key indicators of user experience, covering aspects such as page loading times, responsiveness, and visual stability.

Linking Page Experience to Helpful Content

Several Google resources on page experience are closely tied to the helpful content update. For example, Google’s documentation, titled The Role of Page Experience in Helpful Content, illustrates the connection between these two concepts. While Google has explicitly stated that there haven’t been significant updates to the page experience algorithm itself, it’s clear that the framework remains intertwined with helpful content strategies.

Revised Documentation for Clarity

Google’s Understanding Page Experience in Google Search Results page, which was updated in April 2023, reflects this ongoing alignment. The revisions demonstrate how page experience continues to play a crucial role in how content is ranked and presented within search results, reinforcing its relevance to both user satisfaction and search performance.

 

Page experience in 2025

Google’s Page Experience Checklist: Simplified Guidelines

Google has outlined a checklist for improving page experience, focusing on key elements to enhance usability and optimise search rankings. These include:

1. Performing well in the Core Web Vitals assessment.
2. Using secure protocols, such as HTTPS and HSTS.
3. Ensuring responsive mobile design.
4. Minimising excessive ads, particularly above-the-fold.
5. Avoiding intrusive overlays that disrupt user engagement.

Below, we’ll break these points down for better understanding and practical implementation.

Core Web Vitals: The Foundation of Page Experience

Core Web Vitals have been central to Google’s evaluation of page experience since their introduction in the early 2020s. These metrics assess a webpage’s loading speed, interactivity, and visual stability.

Initially, Google relied on lab-based metrics and numeric page-speed ratings, but over time, it adopted field data via the Chrome UX (CrUX) report. This shift towards real user data allowed for a more accurate assessment of page responsiveness.

To stay competitive in an increasingly fast-paced web environment, prioritise improving Core Web Vitals. Consider tools such as server-side rendering or parallel JavaScript deployment to ensure your pages meet these performance benchmarks.

Secure Protocols: A Non-Negotiable Standard

Serving pages via secure protocols, such as HTTPS, has long been a ranking factor. However, as of 2025, this is no longer a differentiator—it’s an expectation.

To meet modern standards, consider implementing HTTP Strict Transport Security (HSTS), which enforces secure connections. Additionally, ensure all insecure content redirects automatically to secure versions.

Responsive Mobile Design: A Must for All Websites

Responsive mobile design is another area where expectations have evolved. In the past, Google rewarded sites with mobile-friendly designs, but this is now considered the baseline standard.

Avoid creating separate mobile versions of your site with different codebases. Instead, use dynamic CSS to ensure pages render responsively across devices and screen sizes. While less responsive sites can still rank, they face stiff competition from those that prioritise mobile optimisation.

Limiting Excessive Above-the-Fold Ads

Google has been cracking down on excessive advertising content, particularly above-the-fold, since 2012. If most of your visible page area is occupied by ads or affiliate links, it could harm your rankings.

To strike the right balance, prioritise providing the information users are searching for before displaying ads. Ads should be noticeable without overwhelming or obstructing the user experience.

Reducing Intrusive Overlays and Interstitials

Overlays and interstitials—such as large pop-ups for newsletter sign-ups or regional redirect notices—can hinder the user experience. While these elements aren’t inherently bad, they should not dominate above-the-fold space or block users from accessing your content.

Ensure users can quickly interact with your page and find the information they need. Poorly designed interstitials may lead Google to penalise your pages in search rankings.

By adhering to these guidelines, you can create a user-friendly experience that aligns with Google’s expectations, ensuring both improved SEO performance and better engagement with your audience.

 

Page experience takeaways for 2025 and beyond

Building the Foundations of Future Page Experience Success

As search engine algorithms and user expectations continue to evolve, the page experience metrics prioritised today are shaping the strategies necessary for future success. Here’s how these elements have developed and their role in maintaining competitive SEO practices.

Historical Foundations of Page Experience

Google’s emphasis on page experience isn’t new. Policies like the 2012 page layout algorithm demonstrated their early dedication to user-focused web design, targeting excessive above-the-fold ads and prioritising usability. This long-standing commitment laid the groundwork for subsequent updates and evolving standards.

Core Web Vitals: Still at the Centre

Core Web Vitals remain the backbone of Google’s page experience criteria. Metrics like Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Interaction to Next Paint (INP) underline the ongoing importance of performance, responsiveness, and stability in site design. These metrics continue to be crucial benchmarks for delivering an optimal user experience.

The Shift to Standard Expectations

Certain technologies, once seen as competitive advantages, have now become basic requirements. HTTPS protocols and responsive mobile design, for instance, are no longer rewarded by Google; instead, their absence can negatively impact rankings. Meeting these baseline expectations is essential for staying in the game.

Managing Advertising Constraints

Google has long penalised sites with excessive or poorly positioned advertisements, particularly when they dominate the above-the-fold space. This policy ensures that users can access meaningful content without unnecessary distractions. Maintaining a balance between ad placement and user experience remains vital.

Avoiding Intrusive Elements

Intrusive overlays and interstitials, such as large pop-ups or regional redirect notices, can obstruct user access to key content. While these elements can serve practical purposes, they must not interfere with a user’s ability to engage with the main content. Ensuring unobtrusive design is crucial for maintaining user satisfaction and rankings.

Aligning with the Helpful Content Update

Google’s page experience update is now closely tied to the helpful content update. This alignment underscores the importance of meeting user intent, creating value-driven content, and ensuring pages are both accessible and informative.

Adapting Through Iterative Enhancements

Although there haven’t been major updates to the page experience criteria since 2021, Google’s ongoing refinements keep these principles aligned with broader SEO trends. This iterative approach ensures page experience remains relevant amidst shifting user expectations and evolving technologies.

The Road Ahead: A User-Focused Ecosystem

Google’s continued focus on a fast, user-friendly, and content-rich web experience rewards sites that align with its evolving priorities. By adhering to these standards and embracing psychological UX principles, brands can stay ahead of the curve and secure long-term success in an increasingly competitive digital landscape.