Google's Page Experience Update -
How WEB Vitals Will Affect Your Ranking

As a site owner, you do not need to be a performance guru to understand the quality of experience you are delivering to your users. WEB Vitals aim to help your site focus on Core Web Vitals metrics and simplify the landscape.

What are Web Vitals and Why You Need Them?

Google developed the Web Vitals because most internet users enjoy seamless and fast website surfing. Web Vitals are Google’s initiative to offer unique guidance for all quality stats that are a primer key to provide an excellent online user experience. A metric of a page experience to determine your visitors' experience while landing on your page. Google will track if your page loading time is fast enough to prevent bouncing because if not, you might face penalties in ranking and get replaced by another company that is loading perfectly.

Factors to determine the quality of your page experience on Google

Google has announced that Web Vitals will be the ranking factor. Since Google is working to make some key changes in the search rankings, that are a factor in your page experience, they will also use these metrics for the top stories which will be featuring on mobile, and they will remove all the requirements for AMP.
Now let's get back to where we started. Key factors that will help determine the quality of your experience according to Google:
  • Safe browsing (no misleading content or malicious software)
  • No intrusive (no issues covering the primary range on your page)
  • Mobile-friendliness (provide a mobile browsing friendly optimized site)
  • Core Web Vitals (a fast loading page whose focus is visual stability and interactivity)

Web Vitals Metrics and How Will They Affect Your Ranking

Web Vitals got introduced in 2020 by Google. These Vitals consist of three metrics, where each of which represents a part of your user experience. These metrics will be added as part of the search engine ranking in May this year. Now is the right moment for you to start measuring and improving them for your sites.

Since the Search signals for your page experience will be expanded to the Web Vitals and become a part of the search engine ranking factors, if your site will be offering a bad user experience according to the metrics of Web Vitals, this will negatively impact your SEO. Google will use all the data collected from Chrome visitors to determine your site's Web Vitals.

It will be fascinating to see how Web Vitals will impact search rankings. No doubt, the new Web Vitals will change how orders are done. For instance, long load times will play a significant role in your SEO. We can safely say that some sites will experience a massive decrease in their visibility. The only reason this will happen is as some websites will have it hard to fit with some of the requirements outlined by Google.

Google has offered a few tools through the years for us to report and measure on performance. Web Vitals apply to all pages on your web, and they should be surfaced across all tools and measured by web owners. Each of the Web Vitals shows a facet of the user's experience. It reflects the real world of user-centric outcomes and is measurable in the natural and actual users' experience.

The current focus of Web Vitals in user experience is on: loading, visual stability, and interactivity, and it also includes these metrics: First Input Delay, Cumulative Layout Shift, and Largest Contentful Paint. For all these metrics, to make sure you reach the recommended target of users, a good point to measure is the 75% of page loads that are segmented across desktop and mobile devices.

How Can You Measure Web Vitals for Your Rankings?

Google is not a bad friend. It offers you different ways to measure your Web Vitals. Google created a tool that is called PageSpeed Insights that you can quickly test your site's performance. Another tool you can use is the Web Vitals Chrome Extension to check the Web Vitals of a page you visit. Getting an accurate representation of your user's experience requires measuring the Web Vitals for your actual visitors.

You can measure your Web Vitals also in JavaScript using the standard APIs. For this, you can use the web vitals JavaScript library that measures each metric to accurately match how they are reported by other tools we mentioned before. Web Vitals are featured through relevant tools in Google. Changing these metrics will have a vast-reaching impact, and developers should expect definitions of Web Vitals to be stable and have updates ready with prior notice.

Embrace the new Web Vitals

Google's new Web Vitals are the latest update in SEO. Even though Google users may not know that this is occurring, entrepreneurs and business owners like you need to pay attention to this change. As we said above, site owners don't need to be "performance gurus" to have an idea of the quality of the overall experience they are delivering to users. All you need to do is follow the new Web Vitals to provide users the best experience. What if you follow these new Web Vitals? Not only will Google put you in higher rankings but also your users will appreciate the excellent experience. I encourage you to follow Google's new Web Vitals. If you or a person you work with can understand and implement these new factors better. However, if you will not be able to follow these new Web Vitals, think about getting some professional assistance.

Our Final Tips to Maximize Your SEO

Despite the change in Web Vitals, any content creator has to consider few different things when working on content creation and SEO. The first thing is simple. Every webpage has to take advantage of Google Analytics. Think of Google Analytics as the leading portal into Google's brain. For Google, all the metrics we view are also metrics that show if our content is relevant. These well-known metrics are the ones that you may use as KPI. They include stuff like average time on site bounce rates. Since they show that our content is precious, authentic inbound links are noteworthy. Ensuring that your page is optimized for mobile and including a video at the top of it are some of the most critical factors that Google will monitor.

You might also want to check how your site looks on few different devices. Next, think hard and long about the user experience you offer on your website. This is beyond the numbers that you might see in Google Analytics. Here, all you want is to be in your customer's shoes and experience your webpage through their eye. Make questions to yourself like: "Will our users want to read this sort of content? Are they having a good experience?" These questions are relevant for any webpage that also includes content on it.

This covers everything from your blog or homepage to specific pages of content pages. It pays off to do a very complex audit of the typical experience for both existing and new users to your site. While it may take some time now, putting some work on it will help you increase your conversion rates and strengthen your SEO

Finally, I always encourage you to do some experimental work. Even though sometimes Google offers some tips and helpful insights on strengthening your SEO, the fundamental act of doing that is in your hands. For this reason, think about experimenting with different parts of your site. For example, if you believe that a particular page is getting a higher bouncing rate than expected, you play a little bit with the copy or design. Think about moving a video to the top of that webpage or any other point.

Bottom line? Never be afraid to do this experiment with your website. We understand that you will undoubtedly decide to follow these tips and recommendations as part of the new Web Vitals.

That will go a long way in assisting you to rise in the search rankings. In the end, you have to work with your team of developers and try few new and different things with your webpage. You may even be surprised how far and good that experimentation can go.

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