Are You Ready For Google's Core Web Vitals Update?
With Google recently announcing the importance of web core vitals in their search engine ranking system, there are a few things that may change in the way we look at SEO. As of now, it might be a bit difficult to gauge how much the impact will be but it would be safe to assume that it will be important enough to take it seriously.
In our previous artcle Why Is The Speed Of Your Website So Important we discussed why this is an important consideration . In may the Google update will either cause your rankings to plummet or fly.
Core web vitals cover various facets of the user experience such as page loading speed, visual stability and overall responsiveness of the site’s pages. Some of the metrics being used are LCP (Largest Contentful Paint), FID (First Input Delay) and CLS (Cumulative Layout Shift).
Hundreds of changes are made every year by Google when it comes to the way websites interact with their search engine algorithm. Not only do these changes improve the end-user experience for people all over the world but it also encourages businesses to improve their content and the way they deliver it to their customers.
Here we will be taking a look at how core web vitals will be integral for websites moving forward into the future.
What are Core Web Vitals?
Core web vitals mainly revolves around three major questions.
- How quickly do web pages load?
- How stable the pages are?
- How quickly and smoothly can they interact with the user?
So whether the user is browsing on their PC or their smartphones or tablet, they should be able to have a smooth and hassle-free experience.
Core web vitals are grouped in with the Page Experience metrics which involve various signals such as how mobile-friendly a website is, zero intrusive interstitials and others. The key difference between them is that the core web vitals are more about the experience and how much greater of an experience one can provide to their users. They are especially relevant for mobile users as most of the time the speed won’t be as high as one might have when using their web browsers on their desktops.
Some of the metrics used by core web vitals are:
- FID – FID or First Input Delay is the metric that measures the time taken by a web page to interact successfully with the user. It can tell you how quickly the page can respond to a request made by the user. The ideal range would be less than 100 milliseconds whereas a bad one would be more than 300 milliseconds. Do note that this requires real users and can be measured only in fields and not in the lab. To check out your FID, you can utilise various tools such as PageSpeed Insights, Search Console, Firebase Performance Monitoring and more.
- CLS – CLS or Cumulative Layout Shift is another integral metric of core web vitals and measures any unpredictable layout shift that occurs on the web page. Sometimes, you might have seen a portion of the layout shift even though the page has loaded. This includes pop-ups and images that appear once you interact with the page. These shifts are also notorious for causing users to click on the wrong button and therefore greatly diminish the user experience. If it is 0.1 or lower, then you are in the green whereas anything above 0.25 is in the red.
How to Improve LCP, FID and CLS?
Here are a few tips on how you can improve the above metrics:
- Response Time – One of the best ways to optimise the server speed is by optimising your server, directing users to CDN, caching and using HTML cached pages. By looking at how your server processes the content, you will be able to figure out how to optimise the speed.
- Resource Load Time – The longer it takes to load images and videos, the more it will impact the LCP for the worse. Some of the ways to prevent this from happening are to compress images you are using on your site, pre-load key resources and compress any text files that are being used.
FID – FID is all about making your website as responsive as possible by making sure that when users click on a button or a link, they won’t have to wait for a long time to see the results. The more time it takes for this interaction, the worse your FID metric will be. Ideally, you want any interactions on your website to take less than 100 milliseconds. You can do this by:
- Having a visual cue that shows the user something is happening or loading.
- Limiting loading times of any third-party codes.
- Reducing the main thread work as much as possible.
- Keeping requests at a low number.
CLS – A user seeing elements of the page shift when browsing your website leads to a bad user experience and negatively affects this metric. This is a bigger issue on mobile devices as the screen is much smaller and even small shifts will have a bigger visual impact. To fix such issues you need to look at the below factors:
- You need to specify the height and width of any image or advertisement you use. Always make sure to check how various elements in your page will look before updating your website.
- Check out any dynamically implemented content and ensure that it doesn’t take more than 500 milliseconds to load.
- Check out for any errors in web fonts.
The Importance of Page Experience Signal
The page experience signal shows how efficient your website is to users when it comes to interactivity. Therefore by improving it, your website visitors will have a superior user experience no matter what platform they browse on.
The more visitors there are who enjoy browsing your site, the more chances of Google recommending your site through the search engine.
On the flip side, if they aren’t having a great experience, your ranking will fall accordingly.
This is the main reason why Google is using core web vitals with the existing page experience signals to help you optimise your site in a better way. As per the recent report, core web vitals will be merging with existing signals such as safe browsing, mobile-friendliness, HTTPS security and interstitial rules. This is not to say that the new metric will take over the importance of relevant and high-quality content of course as it remains one of the most important ranking factors. However, moving forward, the entire experience also will be taken into account for Google to recommend your site to others.
Measuring the Core Web Vitals
While there are no specific tools you can use to track the core web vitals, you can use several different tools such as PageSpeed Insights, Search Console, Chrome UX Report, Lighthouse, Chrome DevTools and our favourite GT Metrix. On top of that, you also need to measure page experience signals and you can do that by:
- Understanding and resolving any security issues through the search console (security issues report).
- See if your website is using HTTPS instead of HTTP.
- Use online tools to gauge how mobile-friendly your website is. The more the better as this ensures a great user experience across different platforms.
- Get rid of any interstitials by following the required interstitial guidelines.
Where Will the New Update Affect When it comes to Ranking?
The new update will affect search results across all platforms including desktop and mobiles. You might see the biggest difference in Google Top Stories though as the Core Web Vitals will be a major part of the current ranking system. Till now AMP was one of the major factors but that will be going away soon. While it still will be relevant, it won’t be a requirement anymore.
As per the reports, the new update will be rolled out in 2021. Due to the ongoing pandemic, the initial dates were postponed so that everyone will have enough time to prepare. Based on the current circumstances, the date might get pushed further ahead but it would be wiser to start optimising your website as soon as you can to position your business properly.
How Much of An Impact Will Core Web Vitals Have?
It will be a bit difficult to get into the specifics until the update lands but it would be fair to say that there might be a good impact on the current ranking system. Will it carry more power than the other signals? No, it won’t. Keep in mind that there are hundreds of different signals and all of them combined is what ultimately decides how visible your website will be. If your website isn’t faring well with the current metrics, you might see a larger downward trend once the update goes live. So if that’s the case, now would be the time to optimise your website.
As per some of the studies made by Google, websites that have the ideal metrics for Core Web Vitals will have a 24 percent better retention rate than sites that don’t. That might not sound much but it is a great number in the long term. For news and shopping websites, they had a 22 percent and 24 percent less abandonment rate respectively. There are very few signals that can boast of such high improvements and so it would be wise to prepare your website as soon as possible.
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