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UI making U and I Work Better: Google's Summer 2021 Update.

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In early June, Google rolled out its first core algorithm update of the year, following up with a second update in early July, proving that for something so dynamic and versatile, Google will certainly tell you what it likes and dislikes.

While optimising its search infrastructure has been a regular part of having (or in some cases, enduring) a working relationship with Google, the consensus amongst us SEO nerds is that this particular update has seen the most radical implications to site rankings depending on what the Google Gods now deem as bad eggs.

This June and July update has put a spotlight on optimising the page experience;

  • Mobile-friendliness
  • Safe-browsing
  • HTTPS-security
  • Intrusive interstitial guidelines

Another set of metrics that will be looked at are called “Core Web Vitals”

  • Largest Contentful Paint: The time it takes for a page’s main content to load. An ideal LCP measurement is 2.5 seconds or faster.

  • First Input Delay: The time it takes for a page to become interactive. An ideal measurement is less than 100ms.

  • Cumulative Layout Shift: The amount of unexpected layout shift of visual page content. An ideal measurement is less than 0.1.

In short; Google is making it loud and clear that user experience on your website should be a priority and it’s no longer about having the best on-page and backlink profile.


Making sure that your website runs smooth and fast is important in a world where phones are now used more than desktops to browse the web, search for information or to shop online. If your content isn’t optimised, easy and safe to access from a phone, this might play against you,

So you know, if you’re looking for a site overhaul…