When Google first introduced the concept of Core Web Vitals in May 2020, it was a signal to the digital marketing world of the heightened importance of user experience in website design. The importance of user-friendly site design and on-page experience is a crucial component of digital marketing efforts, as effective UX design encourages optimal site experiences and a user more apt to convert.
Yet, on-page user experience doesn’t always get the attention it deserves—but with 93% of U.S. adults using the internet, and 4.66 billion users worldwide, it should.
That was the thought process for Google in launching the Page Experience algorithm update, which first introduced Core Web Vitals as a ranking factor in June of 2021. But what exactly are Core Web Vitals, and what’s their purpose? Keep reading to learn more!
Core Web Vitals Components
Simply put, Core Web Vitals are a set of metrics used by Google to assess how sites meet usability in three key areas:
- Page load speed
- User interaction
- Visual stability of a page
The primary purpose of measuring these areas is to provide an overview of page load experience from the user’s point of view.
Core Web Vitals Explained
Largest Contentful Paint (LCP)
LCP is the metric used to measure page load speed, specifically how long it takes for a page’s main content to load. While other page load metrics may take into account the time necessary for the entire page to load, Google’s metric focuses on the time it takes for the largest visible image or text block to load.
First Input Display (FID)
FID measures page interactivity for users, specifically input latency—how long it takes on-page elements such as buttons to respond to user input. While FID provides a great means of determining factors that could be contributing to page latency (such as scripts and certain content widgets), there are often external factors that can negatively impact an FID measurement, such as the device being used and Internet speed.
Cumulative Layout Shift (CLS)
CLS provides a measurement for measuring shifts in page layout once a site has rendered. A classic example of this is navigation buttons shifting as a page loads—the user wants to select “men’s shoes”, only for the button to shift downwards and the user selects “men’s shirts” instead. Instances like this have a huge impact on usability and user experience, so CLS aims to provide a time benchmark for layout shifts.
Why Are Core Web Vitals Important?
The most significant takeaway for Core Web Vitals is their role in assessing user experience for page loading. The field of user experience optimization is vast, but the Core Web Vitals report provides three straightforward metrics to gauge your site’s performance in the eyes of the user, and provides actionable recommendations for improving your site’s performance and minimizing pain points in the user journey. Plus, it’s a Google ranking factor.
Do Core Web Vitals Affect SEO?
While Google announced its list of Core Web Vitals in May 2020, they weren’t tied in as a ranking factor until June of 2021, when the Page Experience algorithm update rolled out. This update bundled Core Web Vitals with mobile-friendliness signals, safe-browsing, HTTPS, and intrusive interstitial guidelines.
This update reflects Google’s effort to move beyond the informative value of a page alone, and transition to incorporate site security and user experience signals in their ranking algorithm.
How Can You Improve Core Web Vitals?
As Core Web Vitals and page experience as a whole now contribute as ranking factors in Google’s algorithm, the SEO and digital marketing community should emphasize page experience signals in their optimization efforts.
Wondering how to improve your Core Web Vitals metrics? See below for some excellent optimization ideas:
Reduce unused JavaScript Cutting down on unused JavaScript is a great strategy to increase your First Input Delay score.
Use lazy loading Lazy loading is a great way to improve your site’s overall performance, as well as improve your Largest Contentful Paint score. Lazy loading loads images exactly as the user scrolls through a page, reducing your site’s overall loading speed.
Provide dimensions in CSS By providing dimensions for images and embedded content in your CSS file, you can improve your Cumulative Layout Shift score, as proper dimensions allow your browser to provide the necessary space for elements as they load.
Need to improve your Core Web Vitals score but not sure where to start? SEO Company ROI is a full service digital marketing agency with a team of experts ready to drive your site to the spotlight. Contact us today for more information.
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