Have Google's latest changes hit your website?

If you own a website or run an eCommerce business, you're probably well aware that site speed became a really hot topic a few years ago as one of the ways to improve your site ranking. 

The Search Engine Optimisation (SEO) community tried everything they could to achieve a fast-loading site and get a strong page speed score for their websites. 

It makes perfect sense, as more and more consumers tend to prefer  shopping on mobile devices, we need to deliver the fastest, slickest customer experience. 

In April 2020, Google helpfully provided more information to help the average business owner and marketer understand the quality of the website experience that they were delivering for their customers by introducing ‘Web Vitals’.

These Web Vitals  would form part of future Google Algorithm Updates for page experience by telling us the elements they valued, such as:

  • Mobile friendliness 
  • Safe browsing
  • HTTPS
  • No intrusive interstitials (ads)

Beyond that, Google also identified additional elements termed the Core Web Vitals, i.e. those that really matter and were measurable using the tools available to business owners without having to rely on a raft of developers, gurus and web experts.

macbook screen

In 2020, the Core Web Vitals were defined as loading time, interactivity, and visual stability with a traffic light system that is a perfect fit from a user perspective. 

Just think about how frustrating it can be when you tap a button and it takes you totally off-piste while the page loads! 

Google wants to avoid that and as developers and business owners, so do we. 

At Perspective Design we are dedicated to navigating a seamless, profitable, fast and efficient user journey for your customers. 

LOADING 

  • Largest Contentful Paint (LCP) -  the time it takes for a page's main content to load. An ideal LCP measurement for a good user experience is 2.5 seconds or faster.

INTERACTIVITY

  • First Input Delay (FID) - the time it takes for a page to become interactive. An ideal measurement for a good user experience is less than 100 milliseconds or less.

VISUAL STABILITY 

  • Cumulative Layout Shift (CLS) - amount of unexpected layout shift of visual page content. An ideal measurement for a good user experience is less than 0.1.

SO WHAT’S NEW WITH CORE WEB VITALS ROLLING OUT IN MAY 2021? 

Earlier this year Google suggested that it would be necessary for all three Core Web Vitals to be met from this month. i.e. loading, interactivity and visual stability all coming in the green zone. 

website analytics on screen

That’s not to say that you can neglect the other web vitals either. Everything needs to dovetail together to meet the demands of the Google Algorithm updates May 2021 to provide an optimum page experience. 

WHAT DOES THIS MEAN FOR YOUR BUSINESS?

In short, if Google determines your page is not loading fast enough, your site may not appear as high in search rankings compared to other sites that are loading correctly.

WANT TO KNOW MORE? 

An in-depth review of your website, specifically your Web Vitals and Core Web Vitals, could help you map out your website strategy for 2021. 

Using a suite of tools at our fingertips, we can help you identify the areas you need to work on to improve your onsite customer experience. Together we can identify the areas your site needs to work on. 

Just by enhancing the experience of a web page in line with Google's new rollout for this month will itself improve the customer journey for your brand and could help to grow your business and improve your site ranking at the same time. 

SCHEDULE A FREE 30-MINUTE STRATEGY SESSION TO: 

  • Review your current website allowing for user device and network 
  • Assess your Web Vitals and measure your 3 Core Web Vitals 
  • Consider how to optimise your pages for Largest Contentful Paint (LCP),First Input Delay (FID) and Cumulative Layout Shift (CLS)

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