Last year, Google redefined the user experience, including page speed. It would be more accurate to say “these will become more and more important” than new.
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It’s called Core Web Vitals.
In this article, we will learn how core Web Vitals Affects the Ranking and SEO of your website.
First, know…
What is Core Web Vitals?
Core Web Vitals consists of three parts: LCP, FID, and CLS.
LCP (Largest Contentful Paint) refers to the time it takes for the largest element of the screen shown to the actual user to load. It is how long it takes for the main content part within the screen to be rendered on the user’s screen. It is a concept based on the premise that the biggest element is the most important element. The shorter the loading time, the higher the LCP score.
The second is First Input Delay (FID). This refers to the interaction with the page content, the speed at which the page responds to action such as clicking a link, pressing a button, etc. It is also part of the user experience. As with LCP, shorter times are good.
The last one is CLS. CLS stands for Cumulative Layout Shift. When the user is about to act, such as clicking a button, the layout changes abruptly, causing the user to click something different than expected. Forcing the user to do something is never good for the user experience. The more time these unexpected layout changes take, the lower the CLS score.
Each score can be checked on Google Pagespeed Insights:
How Core Web Vitals Affects Ranking?
Google recalled during the presentation of the “Core Web Vitals” that its mission since 1998 was to classify sites according to their relevance and accessibility. This is so that any user can easily access the information they are looking for.
Google continues to update its ranking algorithm according to the classic criteria (quality and relevance of content, linking, traceability …) while gradually introducing other indicators to improve the UX. The following KPIs (Key Performance Indicator) are already taken into account :
- Mobile compatibility
- HTTPS certificate
- Safe browsing to avoid threats and unwanted software
- Limitation of intrusive interstitials
Therefore, the addition of “Core Web Vitals” will change Google’s ranking algorithm in 2021.
However, the impact on ranking will be less, as Google says that the most relevant content will always come first. The quality of the content has for the moment priority over the user experience.
In general, Google wants its search engine pages to load quickly, especially on mobile phones, and the content to be of high quality.
In fact, the page with the information that best responds to a query should theoretically have the best ranking, even if its user experience is lower than that of another page.
On the other hand, if two sites are similar in terms of content, relevance, and other essential criteria in natural referencing, the page with the best user experience will be the best ranked.
The “Interesting finds” (top stories) on mobile
The “top stories” block lists the most important stories from Google News. Normally, the positioned contents were URLs in AMP (Accelerated Mobile Pages)
AMP is a page format specifically designed for pages to load quickly on mobile.
With the update of Core Web Vitals in 2021, Google announced that a page with a great user experience and loading time could now be positioned in the “Top stories” block without necessarily needing an AMP version, and in fact, you can already find results So.
Core Web Vitals Benchmarking by Industry
Recently, an enterprise SEO platform, measured and compared the positive impact of ranking boosts on top-ranked pages by four industries, namely this Core Web Vitals score. The keywords for measuring impression ranking were 500 keywords with a high share of searches in each field.
Compared four industries: education, finance, B2B, and distribution/commerce, and the financial sector was the best.
Ranking Boost for websites in the financial sector
For finance, 24% of URLs were rated as boosted. SEO for financial sites is technically simpler than you think. Many feature pages are accessible after logging in, and of course, are subject to search exposure restrictions. Instead, there are many simple, informative pages on various financial products. If there are no structural problems, simple content optimization will yield some results. Many websites specialize in financial information rather than financial institutions. Is it a text-oriented information page? As long as you’re not doing anything weird, there’s nothing to delay loading. Unless you paint it with image fonts like in Korea.
Ranking Boost for B2B Websites
The second is B2B sites. It is difficult to define B2B as anyone industry area, but anyway, we classified it like this and researched it. Among B2B keywords surveyed, 13% of URLs were found to be good in terms of Core Web Vital. In the case of B2B, there is a lot of informational content, but among B2B, sites with transaction functions showed somewhat lower scores than informational pages. Personally, I think it has had a slightly negative impact.
Ranking Boost for Education and Retail Websites
Education shows that each 5% of URLs are boosted, with few retail sites. Dynamic loading pages that load content elements from DB are inevitably slow. The page itself is also slow to load, and the response to user actions is also slow. It is shown as an unavoidable page property. In the case of retail, the hero image and pop-up of the product seem to have affected the low LCP and CLS. In both areas, text-oriented, informative pages or sites received good reviews.
Core Web Vitals is ultimately about the user experience
The concept of Mobile-Friendly is very important in Google’s search engine optimization. As the number of smartphone users increases, it becomes more important as time goes on.
On mobile devices, being friendly to mobile users involves several factors. The font size should also be appropriate. The distance between clickable or touchable elements is also important.
Occasionally, still, some people simply shorten their desktop website to fit mobile devices and call it responsive. Regardless of ability or not, we cannot help but question the ethics of people who are experts in a field.
In addition to the visible elements, the speed of page loading is also important. Page speed is a factor originally emphasized in Google’s search engine optimization. It’s not just about mobile.
Naturally. No matter how good the content is, if it takes a long time for the page to open, it is difficult to see that it provides a good experience for users.
Considering the value of “any user should have universal service satisfaction”, good content is content that can be used by even people in a rather poor Internet environment.
In many cases, the wireless Internet environment is more limited than a direct LAN connection.
It’s still an important factor, but it’s more emphasized as we move towards mobile.
To improve page speed on mobile, Google also created a technical standard called AMP. To implement AMP on your website or blog, I recommend you use the ampforwp plugin.
Planners, designers, and developers put a lot of thought into the user experience. It provides more convenient functions and makes the content form more readable. However, it is often overlooked that these should run smoothly in any Internet environment.
Although it is said that our internet speed is fast, we do not experience a fast environment anytime, anywhere. If it cannot be used smoothly, it is difficult to convey its value properly. In addition, high exposure in the organic search results area and activation of inflow plays a big role in increasing marketing efficiency.
I want you to always be mindful of not only human users but also users of search engines.
How to improve “Core Web Vitals”?
Google’s tool Pagespeed Insights allows you to test a web page and list points for improvement. The terms used by this tool are technical and require some knowledge of web languages (CSS, HTML, JS).
The Google PageSpeed Insights tool analyzes the requested page based on the data present in the Chrome UX report. If the page does not contain enough data, the tool will display the following message:
“The Chrome UX report does not contain enough actual speed data for this page.”
The report will then show the CrUX-based homepage “Core Web Vitals” scores and the live scores just below.
Some areas for improvement we see on many sites:
- Image optimization (compression, WebP, Lazy Loading, sizing);
- Optimization of the loading of JavaScript and CSS resources;
- Browser cache;
- Minimize HTML, CSS, and JavaScript resources.
Conclution – Want to Get your Lost Ranking Again?
With its Core Web Vitals program, Google once again emphasizes that the objective to be pursued to be visible in its search results is to satisfy user expectations as much as possible. This is achieved above all through the relevance of your content but, in some cases, the experience you bring to your visitors can make you differentiate yourself from your competitors (when the proposed content is very similar).
It is not the first time that Google mentions user experience to refer to the quality of web pages.
And….
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Hopefully, this article on How Core Web Vitals Affects Ranking is useful and helps you in Optimising your website for CWV.
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