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PageSpeed as an SEO metric is finally canceled 

Google, with its recent update, announced that these metrics will not affect SEO anymore: mobile-friendly ranking, page speed, and secure site systems. Instead, they will focus on the page experience and content quality.

What page speed means?

Pagespeed is a metric that shows how quickly your website loads from mobile and desktop. Those websites that have large image files, heavy JS files, or Google Captcha will usually load much slower. Also, those sites that were testing new features that interact with users were killing page speed. But finally, Google admitted that page speed wasn’t important to users and was a silly measurement.

Pagespeed was killing creativity 

There are agencies where creators are creating amazing UX/UI experiences with scrolling effects, magnifier pointers, and inverted colors on mouse over. All these experiences, interactions with users, and features sacrifice page speed. People see them with a wow effect but Google was penalizing those sites. But now Google admitted that this was a failure and they have canceled those metrics.

Where Google wants your to focus now? 

There are thousands of metrics and no one really knows the real algorithm of how Google ranks websites. But Google now also announced that they will value page experience. It means that Google will measure the experience of how users interact with the page. Most users use Google Chrome so Google already sees what the user does, how many pages he has opened, how much time he spends on every page, how many times he comes back to the page, whether the user copies a text, and on and on. 

Focus on content

Google has data from Chrome, they use AI and they also have Google NLP. Basically, they now are able to review every article and page just like humans. Google NLP can understand what the article is about, whether it is positive, or negative, whether it has any hidden message and etc.

Now is the time when you have to focus on whether your article will be interesting for your readers, and whether it gets to the point with your audience. 

How construction companies should use this as a favor? 

I would say that SEO has become easier with these changes but much more demanding against content quality. Before bloggers could fool Google and receive those clicks but not anymore. 

Now your keyword counting doesn’t work and articles must be written to attract user attention. 

Construction companies now should make more content about how to. For example, a construction company that performs concrete works should talk about how to pour concrete for their niche projects. What problems they faced on their sites, how they dealt with them, and so on. They are construction companies and Google knows that, they also are experts, and Google wants to hear from them how-to’s. Then Google will show those companies to your clients. 

SEO is tough and it takes years to nail it

With every new Google algorithm, there are changes in what ranks and what doesn’t. SEO is not easy and it takes years to master it. I have been working with many contractors and construction software developers and I know what ranks and what doesn’t. Also being good at copywriting doesn’t mean that your article will rank. 

Most clicks are going to those articles that were written by copywriters who have experience and knowledge about the construction industry. Imagine every article aims to get first place on Google search. Google is the one who will pick between thousand of articles who will be the first. Because of their algorithm, Google can spot which article was written by a copywriter with knowledge and skill about the construction industry. Google shows and will show those articles which were written by niche experts.