SEO ranking Archives - Bruce Clay, Inc.

Core Web Vitals: LCP – What It Is and How to Improve It for SEO

Bruce Clay — Wed, 01 Sep 2021 16:58:30 +0000

In May 2020, Google announced that “core web vitals” would be part of a ranking algorithm update set to hit in 2021 called page experience.

With the page experience update now rolled out, I wanted to revisit this topic. I’ll add a few more tips we’ve learned in the intervening months by helping many websites improve their core web vitals scores. Mostly, I want you to be able to take advantage of the potential ranking benefits for your well-tuned webpages.

Core web vitals measure core elements of a webpage that enhance user experience. Google has identified three core web vitals:

Largest Contentful Paint (LCP)
First Input Delay (FID)
Cumulative Layout Shift (CLS)

This article is part of our series on the Page Experience update. Here I’ll discuss LCP or largest contentful paint:

What is LCP?
How do I measure LCP?
How does LCP impact SEO?
How can I improve my LCP score?
FAQ: How can I optimize my website’s user experience and SEO ranking using core web vitals?

What Is Largest Contentful Paint (LCP)?

LCP measures webpage load performance. More specifically, LCP measures how fast the webpage’s largest image or text block renders.

Google discusses LCP here:

Largest Contentful Paint (LCP) is an important, user-centric metric for measuring perceived load speed because it marks the point in the page load timeline when the page’s main content has likely loaded—a fast LCP helps reassure the user that the page is useful. …

How Is Largest Contentful Paint (LCP) Measured?

Google states that in order to provide a good user experience, the largest image or text block should render on the webpage within the first 2.5 seconds.

Google’s LCP score

LCP documentation specifies which types of elements are considered for LCP, and include:

Images
Video
Background images loaded via CSS
Heading tags
Tables
Lists
Any other block element with text

Here’s an example of when the largest element of the page (a paragraph of text) renders before any other elements on the page:

“Largest contentful paint,” Google Developers

The goal is to hit the recommended target loading speed on most of your pages. Google says “if at least 75 percent of page views to a site meet the ‘good’ threshold, the site is classified as having ‘good’ performance for that metric.” You can learn more about how Google defines its thresholds here.

How Does Largest Contentful Paint (LCP) Impact SEO?

We know that Google values a fast site and that things like page speed are already in its ranking algorithm. LCP is another way to ensure that webpages load fast so your website visitors have a good user experience and stay on your site.

So if you already have a fast site, are you in the clear? Not exactly. According to a study by Screaming Frog, the majority are not prepared for the LCP thresholds.

Data shows that less than half of the websites studied (across 20,000 URLs) were considered good. Specifically, 43% of mobile and 44% of desktop URLs had a good LCP. The average render time was 3.13 seconds for mobile and 3.04 seconds for desktop.

In that study, the research correlated LCP and search rankings. The data is interesting, but there are too many factors to be able to say for certain how LCP influences rankings today.

“How Many Sites Pass the Core Web Vitals Assessment?,” Screamingfrog.co.uk

As an incentive for website publishers to improve their performance metrics, Google shows a “fast page” label in search results on Android that have historically met or exceeded the thresholds for core web vitals, including LCP.

Websites with this label may see an uptick in organic traffic and time on site.

How Do I Improve My Largest Contentful Paint (LCP) Score?

Google provides tools to measure LCP in a lab and in the field, including:

When it comes to lab versus field data, both can be useful. Lab is important for testing and working on improving your scores. You will get a greater variance in results, but lab data provides instant feedback.

Field data is more important when you’re trying to get the overall view of your site. The values represented will depend a lot on your users’ environments, for example, mobile versus desktop, their internet speed, their computer performance, etc. The field data is nice because it gives you an idea of how your site is performing for everyone, not just how it performs for you.

You can also measure LCP with the web-vitals JavaScript library, and you can learn more about that here. This is useful if you have your own reporting or you want to build it into other reports.

To get started, Google provides a general roadmap for how to use the tools provided to diagnose a core web vital. Out of the following list, the first three are good. I would wrap up after the third bullet by saying to publish your changes and start seeing the benefits of increased performance. The remaining bullets (4th to 6th) are “nice to haves.” The last bullet likely won’t apply to 90% of websites.

Use Search Console’s new Core Web Vitals report to identify groups of pages that require attention (based on the field data).

Once you’ve identified pages that need work, use PageSpeed Insights (powered by Lighthouse and Chrome UX Report) to diagnose lab and field issues on a page. PageSpeed Insights (PSI) is available via Search Console or you can enter a URL on PSI directly.

Ready to optimize your site locally in the lab? Use Lighthouse and Chrome DevTools to measure Core Web Vitals and get actionable guidance on exactly what to fix. The Web Vitals Chrome extension can give you a real-time view of metrics on desktop.

Need a custom dashboard of Core Web Vitals? Use the updated CrUX Dashboard or new Chrome UX Report API for field data or PageSpeed Insights API for lab data.

Looking for guidance? web.dev/measure can measure your page and show you a prioritized set of guides and codelabs for optimization, using PSI data.

Finally, use Lighthouse CI on pull requests to ensure there are no regressions in Core Web Vitals before you deploy a change to production.

In general, LCP is impacted by the following:

Server and/or software response times
Webpage resources and bandwidth
Browser software and plugins
Site JavaScript and CSS code

Many of the things Google suggests when it comes to optimizing LCP are things you may already be doing as part of a good SEO strategy to create a faster site.

Some tips to keep in mind as you are optimizing:

Text will render faster in most cases than other items that need to be fetched separately (like images). So using things like heading tags as the larger elements is a good idea.
Design changes may be needed in some cases where the largest contentful item is just too slow.
Optimizing your JS and CSS will help load times. Be wary of including too many third-party scripts.
The LCP is in the viewport for mobile or desktop. Things in your footer are not likely to count, so this really is focusing on the top of your page.
You should be able to see your LCP element above the fold if you visit the page with JavaScript turned off.
If your LCP element is an image, consider inlining it in your HTML with a data URI.

For more about this algorithm update, read the rest of our page experience series:

Need to go more in-depth on this topic? I invite you to watch our on-demand webinar 3 Expert Tips to Improve Core Web Vitals. The extended Q&A at the end may just answer your toughest CWV questions!

FAQ: How can I optimize my website’s user experience and SEO ranking using core web vitals?

Optimizing your website’s user experience and SEO ranking has become paramount. Core web vitals, a set of user-centric metrics introduced by Google, play a pivotal role in achieving these goals. In this whitepaper, we’ll explore how you can leverage core web vitals to elevate both the user experience and your website’s SEO ranking, backed by expert insights and practical tips.

Understanding the Significance of Core Web Vitals

Core web vitals encompass three essential metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These metrics gauge loading speed, interactivity, and visual stability, respectively. Google emphasizes these metrics because they directly impact user engagement and satisfaction. A seamless user experience fosters longer sessions, lower bounce rates, and improved SEO rankings.

Elevating User Experience and SEO Ranking

To optimize the user experience and SEO ranking using core web vitals, consider these expert tips:

Prioritize Loading Speed (LCP): Accelerate loading times for the largest content element on your pages, such as images or text blocks. Compress images and minimize server response times to ensure quick rendering within the first 2.5 seconds.

Enhance Interactivity (FID): Reduce First Input Delay by optimizing JavaScript code and minimizing main thread tasks. This enhances page responsiveness and provides a seamless browsing experience.

Maintain Visual Stability (CLS): Avoid unexpected layout shifts by specifying image dimensions and setting a proper size attribute for multimedia content. This prevents content from shifting, providing visual consistency.

Monitor and Iterate: Regularly monitor your core web vitals using tools like Google’s PageSpeed Insights and Search Console. Iterate your optimizations based on feedback and evolving best practices.

Optimizing your website’s user experience and SEO ranking through core web vitals requires a meticulous approach. By understanding and fine-tuning LCP, FID, and CLS metrics, you can provide users with a seamless and engaging browsing experience while boosting your site’s visibility and ranking in search results. Stay informed, adapt to evolving standards, and make data-driven improvements to stay ahead in the digital landscape.

Step-by-Step Procedure: Optimizing User Experience and SEO with Core Web Vitals

Assess Current Performance: Use Google’s tools to measure core web vitals metrics on your website.
Identify LCP Elements: Determine the largest content element on each page for LCP optimization.
Optimize Images: Compress images without compromising quality to enhance loading speed.
Minimize Server Response Time: Work on server-side optimizations to reduce delays.
Optimize JavaScript: Minimize and defer non-essential JavaScript to improve FID.
Specify Image Dimensions: Set explicit image dimensions to prevent unexpected layout shifts.
Manage Multimedia Content: Use appropriate attributes for multimedia content to maintain visual stability.
Use Monitoring Tools: Regularly check core web vitals using Google’s PageSpeed Insights and Search Console.
Prioritize User Experience: Implement changes that improve user engagement and satisfaction.
Iterate and Refine: Continuously monitor metrics, gather insights, and refine your optimizations.
Stay Updated: Keep up with industry best practices and algorithm updates to maintain optimal performance.
Analyze Data: Utilize data-driven insights to make informed decisions for further improvements.
User-Centric Approach: Ensure that optimizations enhance user experience and engagement.
Test Across Devices: Evaluate your website’s performance on various devices and browsers.
Address Feedback: Respond to user feedback and address issues promptly.
Collaborate with Developers: Work with web developers to implement technical optimizations effectively.
Stay Consistent: Maintain a consistent monitoring, optimizing, and refining approach.
Adapt to Changes: Adjust strategies as core web vitals standards evolve.
Utilize Expert Resources: Refer to trusted sources for up-to-date information and guidance.
Measure Success: Track improvements in user experience metrics and SEO ranking over time.

The post Core Web Vitals: LCP – What It Is and How to Improve It for SEO appeared first on Bruce Clay, Inc..

Page Experience Matters: Intrusive Interstitials & Why They’re Bad for SEO

Bruce Clay — Tue, 31 Aug 2021 18:52:36 +0000

You’re searching for a product on your phone. You find a listing in the search results, select it and — fail! A pop-up has dominated the entire screen on your mobile device. And you can’t press the little “x” because it’s too close to the screen’s edge. All that’s left to do is leave the site.

Has something like this ever happened to you? Aside from the fact that it’s annoying as a user, think about what it’s doing to your business as a site owner. That’s one reason why avoiding intrusive pop-ups is an SEO best practice. Another is that they could cost you a ranking boost in Google.

Let’s explore intrusive interstitials as No. 3 in our series on Google’s page experience ranking update that rolled out between mid-June and early September 2021.

What are intrusive interstitials?
Why do intrusive interstitials matter?
How to avoid intrusive interstitials
FAQ: How can I avoid using intrusive interstitials while maintaining a positive user experience on my website?

What Are Intrusive Interstitials?

An intrusive interstitial is essentially a webpage pop-up that makes it hard for a mobile user to access the content they want.

When Google first talked about this issue in 2016, it gave some examples of intrusive interstitials:

A pop-up that covers the main content immediately after a person navigates to a webpage from the search results or while they are looking through the page.
A standalone interstitial that a person has to dismiss before accessing the main content.
A webpage with above-the-fold content similar to a standalone interstitial where the original content is inline underneath.

“Helping users easily access content on mobile,” Google Webmaster Central Blog

Pop-ups that are OK include:

Interstitials for legal obligations (like cookie usage notices or age verifications)
Login dialogs on sites, such as to access private content
Banners that are easily dismissible and don’t take up too much space on the webpage

“Helping users easily access content on mobile,” Google Webmaster Central Blog

When the interstitial pops up matters. Google’s intrusive interstitials ban “is essentially focused on that moment when a user comes to your website” because that’s a bad user experience. A pop-up may be “perfectly fine” if it isn’t the “first thing” a user sees and if the user experience is preserved. We’ve known this all along, but it’s nice to have John Mueller state it for the record in a Google SEO Office Hours hangout on August 20, 2021.

Why Do Intrusive Interstitials Matter?

Intrusive website pop-ups create a bad user experience for mobile users. Since this can harm your website rankings, they’re also bad for SEO.

In 2017, Google rolled out an intrusive interstitial penalty. Google explained that:

Starting today, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high.

This applies only to pages that mobile users visit directly from a Google search result (not subsequent webpages visited on the same site from the original page). Regardless, it’s a good best practice to avoid annoying your visitors.

Google reminded readers that this is just one signal and, as always, great content will prevail:

As we said, this new signal is just one of hundreds of signals that are used in ranking and the intent of the search query is still a very strong signal, so a page may still rank highly if it has great, relevant content.

With interstitials being a factor in Google’s new page experience algorithm update, it’s a reminder that intrusive pop-ups have no place in a mobile-first world.

How to Avoid Intrusive Interstitials

You want to avoid intrusive-pop ups by aligning your website with the mobile user experience.

Google offers in-depth guidance on creating a mobile-friendly site here, including how to avoid common mistakes with pop-ups.

Luckily, you can still achieve your website goals without hindering people’s page experience. Keep these mobile-friendly navigation practices for pop-ups in mind:

Use pop-up banners that don’t take up a lot of space. This may mean reducing the size of the elements or placing a banner on the side or bottom of the page.
Make sure users can easily dismiss the pop-up. That “X” should be clearly visible and easy to press.
Apply a delay before the pop-up renders. Make sure visitors can access the main content right away when they come from the search results. This can be a time delay or a scrolling delay. Or you can show the pop-up on exit instead of entry to the page.
Segment your pop-ups by the audience to make the message more relevant to them. For example, new versus returning visitors.
If a user closes a pop-up once, make sure that it doesn’t continue to display or follow them around the website. Showing it to them again at a later date (like a week later) should be fine.
Make sure your pop-up doesn’t slow your page load time.

It comes down to courtesy. When designing website elements like interstitials, make sure your site delivers the kind of page experience that satisfies visitors and Google.

For more details on the update, keep reading our page experience series:

Click to get this entire series as a printable e-book.

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FAQ: How can I avoid using intrusive interstitials while maintaining a positive user experience on my website?

Optimizing user experience has become paramount. As websites aim to engage visitors and convey their messages effectively, avoiding intrusive interstitials while maintaining a positive user experience is both pertinent and challenging. Intrusive interstitials, those pesky pop-ups that hinder access to content, can disrupt user interaction flow and potentially drive visitors away. However, striking the balance between your website’s goals and users’ needs is achievable with the right approach.

Regarding intrusive interstitials, the key lies in embracing user-centric design. These pop-ups are roadblocks; they deter users from reaching their desired destinations. To avoid frustrating your audience, consider using subtle banners that convey important messages without obstructing the content. Strategically position these banners to ensure minimal disruption and easy dismissal. By respecting your users’ journey, you show that your website values their experience.

Experience teaches us that timing is crucial in web interactions. Similarly, consider when your pop-ups appear. Intrusive interstitials that greet users immediately can lead to dissatisfaction. Instead, slightly delay their appearance, allowing users to immerse themselves in the content before encountering interruptions. This strategic delay minimizes frustration and contributes to a smoother user journey.

Moreover, segmenting your audience allows you to tailor messages effectively. New visitors might benefit from different pop-ups compared to returning users. Personalization enhances user experience and showcases your website’s attentiveness to individual needs. This level of detail underscores your commitment to delivering value without compromising usability.

A well-executed exit intent strategy can also be effective. Instead of bombarding users upon entry, consider triggering pop-ups as users navigate toward exiting your site. This approach respects their initial engagement while allowing them to share additional content or offers. This way, your pop-ups become valuable extensions of their journey.

Thoughtful design and strategic implementation are key to avoiding intrusive interstitials while maintaining a positive user experience. By considering the user journey, optimizing timing, segmenting audiences, and leveraging exit intent, you can strike a harmonious balance between your website’s objectives and your users’ satisfaction.

Step-by-Step Procedure:

Evaluate your pop-ups’ purpose and alignment with user experience goals.
Identify critical messages that need to be conveyed through pop-ups.
Design subtle banners that complement your website’s visual aesthetics.
Position banners in non-obtrusive locations, such as the sides or bottoms of pages.
Ensure the “X” button to dismiss pop-ups is easily visible and accessible.
Introduce a slight delay before pop-ups appear after users navigate to a page.
Implement exit intent triggers for pop-ups to engage users before they leave.
Segment your audience based on characteristics or behaviors.
Tailor pop-up messages to suit different audience segments.
Prioritize mobile responsiveness for all pop-up designs.
A/B tests different pop-up designs and timings to gauge user preferences.
Monitor user engagement and bounce rates to assess the impact of pop-ups.
Use analytics to understand user interaction with pop-ups.
Continuously refine pop-up strategies based on user feedback and data.
Focus on delivering value through pop-ups, such as exclusive offers or content.
Avoid using pop-ups excessively; opt for quality over quantity.
Prioritize the overall user journey and seamless navigation.
Stay updated with industry best practices and evolving user preferences.
Seek feedback from users to gauge their perception of your pop-ups.
Continuously adapt and evolve pop-up strategies based on user behaviors and trends.

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