Google has a hot and happening history of algorithm updates focused on the page loading experience improvement for users. Operation “speed up the internet” slogan has been underway since 2010, and in that year, Google first announced consideration of site speed as a new ranking factor in ESRP.
In 2018 they simply doubled down and announced their ranking algorithm would look upon mobile page speed as a factor.
There were really blazing announcements, which brought large-scale changes on the whole internet. The users are really enjoying it, but it brings so many challenges for the website owners.
Since these announcements, site speed and page speed have only become so crucial. Users increasingly expect pages to load faster, and the internet continues to enlarge and become more complex.
Period, page speed was directly linked to both how well your website converts its visitors into customers and how your website ranked in Google before the 2021 Page Experience Update.
The June core algorithm update is going to make page speed more important for ranking as well as converting. In case you aren’t ranking right now, or your site has a pretty low conversion rate, you need to check your page speed score right now.
How’s the page speed ranking factor changing in June 2021
- In May 2020, Google declared that they planned to launch a huge new algorithm update in the next year. They exclaimed that the 2021 Google Algorithm Update is going to focus on measuring how users experience the web page’s performance and will be known as the Page Experience Update. Further, Google explained that they wanted to allot webmasters much time to update their websites before they make an official new ranking factor because of the Coronavirus crisis.
- On 10th Nov 2020, Google declared the new update would roll out in June 2021 – nearly one after their 2020 announcement.
- On Apr 19th, 2021, Google declared a new launch date for the new Page Experience Update, and it was mid-June 2021. This rollout will be granular in the beginning and will progressively affect rankings more and more with time. Google wants the new ranking signals to play their full role by August’s end. They relate the rollout to slowly flavoring food, saying, “You can consider fitting as if you are adding a flavoring to the food you’re preparing. Instead of adding the flavor all at just once into your mix, we’ll be gradually adding it all over this time phase.”
Google’s intension to protect webmasters from “the big shock”
As you can read, Google has given webmasters much advance notice regarding this update, and their intention is to ensure that websites don’t take huge ranking hits when the update rolls out fully.
Google looks upon page speed as a tricky issue to solve and can take long troubleshooting. In case you haven’t thought about what these new guidelines and updates are going to mean for your business, just consider this your official call-to-action. Yes, we strictly mean that, be alert, and start working now.
Take action on the page speed and page experience of your website for protection against the upcoming update.
Tools for adapting to this upcoming algorithm update
There are heaps of tools available that help all digital managers and webmasters monitor how they perform according to these metrics, including:
- The Chrome UX (CrUX) Report permit historical monitoring of all these signals in an awesome DataStudio Dashboard.
- Google Search Console now accompanies a Core Web Vitals report.
- Webpagetest.org is a 3rd tool that includes these metrics in its extensive load speed reports.
- PageSpeed Insights is another legacy tool from Google that has had a recent renovate to report on these metrics – however, the output proves to be somewhat misleading at times.
Google also plans to test out a visual indicator within SERP to highlight pages providing an amazing experience. This means that in case your web pages offer a bad page experience, it won’t just hurt your rankings but also highly affect your click-through rate.
Flipping the coin, in case you get it perfect, then you could really earn big benefits and watch your organic traffic grow quickly. They’re planning on testing this soon, and we need to see what’s in store! Not just Google tools, but various other tools will also certainly bring some big changes.
What do Google Core Web Vitals say?
As mentioned up there, Google plans to deploy the upcoming Page Experience Update of 2021.
The new Core Web Vitals, along with a list of various other factors, will comprise Google’s ranking algorithm. Such new factors are known as “page experience metrics.”
These are all metrics of Page Experience:
- Https (security)
- No intrusive interstitials (pop-ups)
- FID (less than 100 ms for 75% of page loads)
- LCP (less than 2.5 secs for 75% of page loads)
- CLS ( less than 0.1 for 75% of page loads)
These new page experience metrics are known as Core Web Vitals (first input delay, largest contentful paint, cumulative layout shift).
CWVs measure various aspects of user experience that go into adjudging your overall speed score (along with various other metrics) and page performance.
Google’s existing user experience metrics ( safe-browsing, HTTPS-security, intrusive interstitial guidelines, and mobile-friendliness) will still be appropriate ranking factors.
Recently, Google’s Senior Webmaster Trends Analyst,t John Mueller — put together a whole thread of tweets explaining the Core Web Vitals in normal words.
How to Measure Page Speed & Core Web Vitals
You can measure the CWVs using the Google Lighthouse and Google Search Console page experience report.
How does it work:
The page experience report on Search Console shows the performance of your pages based on field data derived from the CrUX report, and this report is best used for identifying user bottlenecks and knowing how your website performs for real-world users.
This is the information you derive by concentrating on real-world user experiences.
It solves the query: How’s this page loading for real users on various computers that are trying to interact with a webpage after it loads?
Google Lighthouse offers web performance data based on “lab data.” This is perfect for fixing bugs on your website since the report operates in a controlled environment.
- This is the info you derive from testing in a controlled environment and concentrating on the results.
- This is a beneficial method if you want to identify and fix bugs.
Do consider that Search Console and Lighthouse could show various results for your Core Web Vitals besides overall page experience scoring as the reports use different data.
LCP or Largest Contentful Paint
In contrast to FCP, the LCP metric quantifies how rapidly the main element above the fold gets ready for the user. Talking technically, LCP measures the render time of the biggest text block or image visible within the viewport. You need to aim to keep LCP below 2.5 seconds for exactly 75% of their page loads as per Google.
High LCP is anything over 4.0 sec and is considered bad.
Low LCP is under or equal to 2.5, and that’s Good.
FID or First Input Delay
FID calculates the reaction time of a given page to the first user input (no matter they click or press any keys).
In simple words, if it appears that a page has completed loading, but when you click on it, nothing is responsive, it means that the page is facing the high FID time issue.
You have to keep FID below100 ms for 75% of pages. High FID means over 300ms, while Low FID is under or equal to 100 ms.
CLS or Cumulative Layout Shift
The best way to recognize the CLS is to consider it as the metric that calculates visual stability.
The target is for a score of below 0.1 for 75% of webpage loads. High CLS is over 0.25, while Low FID is under or equal to 0.1.
How CLS works
In truth, CLS is a bit harder to understand. When a webpage is loading, a few the user can see that the page is finished loading, but when the user clicks a button — or some any content on the webpage — the page shifts a bit, and the button moves because of an error in the loading process, and that’s what we call slow CLS.
This can be a significant issue for users. For instance, if any user is trying to cancel out his purchase, and right above the “Cancel Purchase” button, there’s another button saying “Buy Now” — Imagine going to tap “Cancel Purchase,” and the page shifts all of a sudden and the user end up tapping “Buy Now.”
It’s truly annoying, and in the worst-case, the user makes a non-refundable purchase. Oh Gosh, that’s hectic.
The impact of page experience update on SEO
We know that CWVs measure a good user experience, and CWV scores will influence rankings to some extent.
Yes, CWVs will certainly influence rankings. Also, it will be an SEO ranking factor. However, according to Martin Splitt, from Google, you shouldn’t simply abandon your content generation efforts.
Here’s how he explained the same in a LinkedIn comment when he was asked whether we should be religiously following CWVs:
You should still provide valuable content to your web users that solve their queries, and you still need to think of other ranking factors. However, in case you aren’t considering user experience in terms of page performance, you simply aren’t providing the best value to your webpage viewers, and your Google Search rankings will surely reflect that.
What’s the Page Experience Badge mean in Search Results
Recently, evidence has surfaced that Google is preparing a “good page experience” report in Search Console that supposedly lists the pages that score well on the page experience metrics. It also plans to highlight a badge in Search Results for websites with great page experience as page experience update’s part. Google is taking user page experience so seriously, and why not?
The impact of Google Page Experience Update on Conversions and Revenue
So, are you not currently meeting the criteria for a good page experience previously mentioned? It’s already hurting your website conversion rates and your revenue.
Google and industry research from elsewhere has several reports that indicate the correlation between good user experience and conversions. Let’s list down a few:
- Pages loading in 2.4 seconds attained a 1.9% conversion rate, and at 3.3 seconds,1.5% was the conversion rate.
- The conversion rate was below 1% At 4.2 seconds.
- Conversion rate was 0.6% at 5.7+ seconds.
Longer page load times have a diverse effect on bounce rates. For instance:
- If page load time elevates from 1 second to 3 seconds, a 32% increase in the bounce rate is noted.
- If page load time elevates from 1 second to 6 seconds, a 106% increase in the bounce rate is noted.
For the relationship between revenue and first contentful paint:
- Per session on mobile, users experienced quick rendering times leads to 75% more revenue generation than average, and it calculates 327% more revenue than slow.
- Per session desktop, users experienced quick rendering times leads to 212% more revenue generation than average, and it calculates 572% more revenue than slow.
Again, this is truly hurting your business, and you may not even know.
What’s about to change with this page experience update from Google is that in case you don’t meet the minimum criteria set for Google’s new page experience metrics, You’ll have an even tougher time while ranking your website and attracting traffic (thus, getting conversions will prove to be more difficult).
Solutions: How to Improve Core Web Vitals Scores
Here’s the point, these new page experience metrics can be taken as technical, and even for those having knowledge of this territory, they are instead complex.
So what’s the solution?
The first thing you must be understanding is the specific issue to your website.
If you don’t know what awful things are happening to your website, fixing anything might get hard.
Google’s tools for webmasters are currently capable of supporting the CWVs measurement.
- Use Search Console’s freshly resealed CWVs report to know about page groups, which are worth your attention (on the basis of this field data).
- Once you’ve discovered pages that require fixing, use PageSpeed Insights for diagnosing lab and field problems available on a page. You can discover PageSpeed Insights (PSI) through Search Console.
If your scores of CWVs are indicating a green signal, you are good to go.
If not, then addressing & fixing page issues is crucial. This can easily be done within 1-2 working ways:
1.) Take help from Huckabuy PageSpeed software to technically optimize distinctive sections of your site automatically.
The more efficient approach is to begin seeing an improvement in page performance, and to discover results fast, is to just integrate a PageSpeed software solution. This is undoubtedly a great option as it’ll remove your workload for website owners and team development. However, they won’t require revisiting the problem after making it solve. Besides that, automated software solutions will make sure.
2.) Allocate Dev. Resources in fixing the problems one by one.
Allocate development resources because of this problem to fix the issues one by one. The Google web developers’ tools offer guidance on the process of approaching and finding a solution.
THE FUTURE OF CORE WEB VITALS
While the Core Web Vitals incorporate the three metrics, that doesn’t imply that the Core Web Vital Metrics is not gonna change in the future.
The point of the Core Web Vitals is to make sure that websites are offering a quality page experience to users. In case Google determines the cumulative layout shift is not truly that essential to the entire page experience for users, then they might get rid of this metric in the future. They might also add some new metrics.
Don’t be highly aggressive in pushing signups and heavy discounts as soon as individuals enter your website. Offer them time to browse some sections and then go through with higher disruptive marketing tactics.
Also, as Google has implemented the rule, it suggests that it might even add icons in the searching results that indicate what the page’s experience is like.
As we know from recent trials, they’ve tested in the results, getting the nod from Google and having such icons got displayed next to the listings you are gonna do, and it will enhance your pages’ click-through rates.
Covid-19 has held the entire world in submission for the majority in the previous year, and discovering positives are few & far between. However, with the national lockdowns’ enforcement, the shift to digital has highly accelerated, and numerous businesses have been a lot busier in generating their digital platforms for the very first time.
This is highly intelligent as even digital skeptics are reaping the advantages from their online offerings and they are gonna continue to do so once the retail gets to normal.
As several are finding, the move in presenting a steep digital learning curve and the competition to accomplish visibility is getting high fierce, but individuals have been able to sustain their livelihoods and begin producing incomes online within 12-month and that might be worth forgetting.
Google has indicated this move to digital as well as to speculate on the feelings of Google; they understand that more people are feeling slightly downtrodden due to the current climate.
As a result, or it might be by coincidence, this ‘awful period’ has offered us all a fantastic opportunity to make the way we sell online pretty better.
The very last word: expert’s assistance
Bringing betterment to webpages’ speed is a hundred times tougher task than what one thinks. It needs deep knowledge of the functioning of the website CSS, Java, and tons of other aspects.
Better don’t try shortcuts like using plugins, as it may disturb the configurations of your whole site. Even if such plugins work, remember, it’s just a short-term solution. It’s time to consider only long-term and solid solutions.
We suggest you contact the professionals who can save you from the adverse effects of this update.