Improving the search engine algorithm is one of Google’s never-ending missions. In June 2021, the latest update for the ranking of websites will therefore be launched. The focus of the Google Core Update is the user experience. Which new Web Vitals will decide about your placement, how you measure the most important key figures and do not lose the connection, you will learn in this post.
Why is there a new update?
What are Web Vitals and which are new?
SEO: Are ranking losses to be feared?
How can the user experience be measured?
When is the Google Update live?
Table of Contents
WHY IS THERE A NEW UPDATE?
Performance, Performance, Performance… Over the years, Google has launched a number of tools to check websites for certain ranking factors: Google Search Console, PageSpeed Insights and Lighthouse are probably familiar to most SEO professionals.
WHAT ARE GOOGLE UPDATES?
With a Google update, the ranking algorithm of the search engine Google is updated. These innovations are intended to check the quality and relevance of websites.
With the growing importance of user experience, new standards must be set for the ranking of websites. Google’s unified rating system with three new Core Web Vitals is now set to fix it.
WHAT ARE WEB VITALS AND WHICH ARE NEW?
With Web Vitals, Google creates a basis for evaluating the user experience on websites. These key performance indicators (KPIs) are measurable and meaningful indicators of performance for the online marketing of companies. The three new Core Web Vitals are intended to further standardize the quality signals. In this way, the user experience on the website can be better evaluated and content can be optimized.
THESE ARE THE 3 NEW CORE WEB VITALS FROM GOOGLE:
Largest Contentful Paint (LCP):
This KPI measures the duration of the loading process until the main content of a website is loaded. (Ideal value: 2.5 seconds or faster)
First Input Delay (FID):
This KPI measures the time from a user’s first interaction with a page (e.g clicking on a link) to when the browser responds to that interaction.
Cumulative Layout Shift (CLS):
This KPI measures the stability of a website’s layout, e.B whether individual elements shift during the user experience. (Ideal value: 0.1 or lower).
Based on these three criteria, Google will evaluate your website in terms of usability in the future, in addition to the four already known metrics:
Mobile Optimization
general security when surfing
Secure data transmission with an SSL certificate
Use of non-user-friendly advertising banners and disruptors
If, on the other hand, users’ expectations change, Google makes it its task to adjust the metrics. The innovative Core Web Vitals and the older key figures are combined via the new Page Experience Signal, which mainly evaluates technical factors.
SEO: ARE RANKING LOSSES TO BE FEARED?
Website owners rightly wonder whether they have to expect their own ranking to crash as a result of the Google update. The answer to this question is a clear one: Yes! In other words, if you offer really relevant content for a search query, Google will reward your website with a good ranking regardless of Core Web Vitals signals.
However, in the event that two websites are comparably relevant in terms of content and keywords, the page with the better user experience can rank higher. From an SEO point of view, the page experience signal is therefore not negligible. Neither is it from a CRO perspective.
HOW CAN THE USER EXPERIENCE BE MEASURED?
According to Google, the Web Vitals should be integrated into the following analytic tools:
Google Search Console
PageSpeed Insights
Lighthouse
Chrome DevTools
Chrome UX Report
Web Vitals Extension
The task for site operators is now above all to evaluate the data correctly and to optimize the user-friendliness on their own website accordingly
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