Web versions

Google’s Core Web Vitals: What Marketers Need to Know

In order to facilitate performance evaluation, on May 28, 2020, Google launched Core Web Vitals, a set of three user-centric metrics called PCL (or largest content painting), DIF(or first entry delay), and CLS (or cumulative layout change).

They were designed to help focus on the most important improvements when it comes to a smooth and enjoyable user experience.

Google began rolling out the Page Experience update to mobile devices between June and August 2021.

It’s important to understand that the global trend of Google (which more or less shapes the internet and how we interact with it) is for everyone to develop mobile-friendly websites. This is why Core Web Vitals are already official ranking factors for the mobile part of the search algorithm.

Much of the world, India and Africa, have little or no internet access and use devices with small screen resolution and slow connection. Google wants to shift the attention of webmasters towards improving their mobile versions of their websites to make them easier to access for everyone, regardless of their technology or geolocation.

However, while the main light is on mobile, desktop traffic also matters a lot – which is why Core Web Vitals will also become official Google Search ranking factors in February 2022.

This article will cover the basics that non-SEOs need to know to get out of these updates.

How can you know how your website is performing?

To visit g.co/chromeuxdash to start.

This will take you to the CrUX (Chrome UX) Community login page, where you can specify the origin from which the report should be generated (i.e. your website). Note that you may need to answer marketing permission or preference questions.

Source: Web.dev

You’ll get a report outlining your page performance (sometimes called field data), broken down into:

– status
– metric type
– URL groupings (groups of similar web pages).

Note that this is based on actual usage data and only contains URLs that show up in Google search (which, if you think about it, makes perfect sense because the big G gives you feedback on the pages indexed in the search engine).

With the help of the CrUX report, you will be able to see how your users are actually consuming your website content. Are they able to see content quickly? Can they scan the page in seconds?

This is huge news at a time when people are moving from desktops to phones and internet connection isn’t always the best. Using this report, you can quickly identify pages that are underperforming, providing a poor user experience that would lead to lost organic traffic (as Core Web Vitals directly correlate with search rankings) and potential sales.

Whether or not a URL is part of a Search Console property, the CrUX database collects information about any indexed page. URLs receive ratings Poor, Needs improvementand Good, for each major web vital and broken down by device type.

Source: Web.dev

What can you do with your scores?

You can use free tools like Lighthouse in Chrome DevTools, Google Search Console, and PageSpeed ​​Insights to identify and optimize your LCP, FID, and CLS scores. While the CRuX report is more like a high-level report that you can check on a monthly basis and see how things are going, these tools provide actionable insights and actionable issues to work towards meeting the thresholds. for each metric.

It’s a powerful strategy to periodically check these tools and analyze all of the issues the tool indicates, then talk to your technical team to work on resolving them.

What about Core Web Vitals for Desktop rankings?

Starting in February 2022, Google will include page experience in its desktop ranking algorithms. Implementation is expected to be complete by the end of March 2022. This new ranking system will be based on the same page experience signals that Google introduced earlier this year for mobile.

Before Core Web Vitals became a desktop ranking indicator, and in turn, the CrUX report provides desktop insight, Google announced that it will provide a Search Console report to help site owners understand the performance of their desktop pages in terms of page experience. The report is currently dedicated to your mobile URLs and it can be accessed via this URL: https://search.google.com/search-console/page-experience

A sample report showing what % of a website’s pages are good in terms of LCP, FID and CLS and the number of impressions they attract. This way you can clearly see what percentage of your website is providing a good page experience.

Wrap

Core Web Vitals are definitely not something a marketer should ignore, and it’s more important than ever to identify your website’s weak spots and optimize your on-page experience as soon as possible. I hope this article makes navigating the page update experience less daunting.