There was a time when search engine optimization (SEO) was all about keywords and backlinks. If you wanted your website to appear on the search engine results page (SERP) and get clicks, all you had to do was stuff the right keywords and links into your content.
But today’s SEO is far more nuanced and complex, with Google increasingly emphasizing user experience (UX) and websites' technical health. One key driver behind this shift is Core Web Vitals, which are metrics measuring how users experience the speed, responsiveness, and stability of your website.
For small and medium business owners, keeping up with the latest SEO updates in 2024 might feel overwhelming, with constantly changing algorithms and new concepts being introduced. However, having a basic understanding of Core Web Vitals and how to improve your site's performance can help your business stay competitive in the search results.
What are Core Web Vitals?
Google introduced the metrics known as Core Web Vitals to assess three important aspects of a webpage's performance:
- Largest Contentful Paint (LCP) measures the time it takes for the largest element—usually a large image, video, or block of text—to load and become visible to users. Google recommends an LCP of 2.5 seconds or faster for a good user experience.
- First Input Delay (FID) tracks how long the website responds to the first user interaction, such as clicking a link or tapping a button. An interactive and responsive site has an FID of under 100 milliseconds.
- Cumulative Layout Shift (CLS) measures how much a webpage's layout shifts as it loads. A big shift could result in users accidentally clicking on the wrong elements, causing a frustrating experience. The ideal CLS score is 0.1 or less.
A high score on these metrics ensures that users have a smooth and positive experience when they visit your website.
How do Core Web Vitals impact SEO?
Google integrated Core Web Vitals as a ranking factor in its algorithm, which means your site's performance directly affects its ranking in search results. Of course, exceptional content and high-quality backlinks are still critical, but your website could still end up ranking low because of poor page loading speeds and clunky user experience.
Visitors expect websites to load within about two seconds, with 53% of mobile visitors abandoning a site that takes longer than three seconds to finish loading. They also expect a smooth user experience; otherwise, 79% leave and go to a competitor instead. In fact, 88% of online consumers refuse to buy from a business whose website offers a negative experience. For Google, such user behavior is a clear sign that your site does not meet user expectations, and over time, this can harm your search ranking.
Why does page speed matter in SEO?
Page speed has been and continues to be an important ranking factor in SEO. Google downright prioritizes websites that load quickly because users value speed. If users abandon your site because your content takes forever to load, your bounce rate will rise. This measures the percentage of people who leave your site after viewing just one page. High bounce rates indicate a poor user experience, and Google will take notice.
Additionally, as mentioned above, mobile users are especially demanding regarding page speed. This is critical for two reasons. First, half of all web traffic today comes from mobile devices. Second, Google's mobile-first indexing prioritizes a website's mobile version when determining its ranking in the search results.
Why is UX important in SEO?
User experience is closely tied to page speed. Even if your page loads quickly, confusing navigation, unresponsive elements, intrusive pop-ups, and other hallmarks of bad UX design can frustrate visitors and cause them to leave. Imagine how you'd feel if, the moment you land on a webpage, you are bombarded with multiple ads and pop-ups before you can even read the page's contents.
Google and other search engines want to provide users with the best experience possible, so sites that deliver good UX are more likely to rank higher in the search results. Therefore, improving your website's usability should be a key component of your SEO strategy.
How can you improve your site's Core Web Vitals?
Here are tips to ensure your website delivers a top-notch experience to users:
Optimize images
Visual elements can keep visitors engaged, but large images slow down your site's loading speed. Compress images to reduce their file size and reduce their impact on loading time.
Implement lazy loading
Lazy loading can help you achieve a good LCP score. It's a technique wherein images and heavy elements like videos are only loaded when they are visible on the user's screen.
Minimize JavaScript and CSS
JavaScript and CSS are used to style and make your site more interactive, but excessive use can slow down your site. Minimizing their use can make your site faster and more responsive.
Regularly monitor performance
You or your SEO agency should regularly monitor your website's Core Web Vitals in Google Search Console. The detailed reports in Google Search Console tell you how your site is performing and alert you to any issues that may affect your rankings.
Prioritize mobile-first design
Ensuring your website is optimized for mobile devices is crucial to your technical SEO strategy. Use a responsive design and test your website's mobile performance to make sure it loads quickly and provides an excellent experience for mobile users.
Core Web Vitals are more than just a technical requirement—they are a key component to delivering the best possible user experience and maintaining strong search rankings. Achieving high scores in these metrics can help you stay competitive, drive traffic to your website, and help grow your business. If you’re unsure where to start, consider reaching out to an experienced SEO agency that can guide you through the process and keep you updated on the latest Google ranking tips.
By focusing on technical SEO and providing a better user experience, you’ll be well-positioned to succeed in the ever-evolving digital landscape.
