Core Web Vitals: What It Is and How It Will Impact SEO in 2022
Core Web Vitals are a critical yardstick for measuring user experience. Many companies are unprepared for Google’s latest announcement that these metrics should serve as ranking signals. Many people are concerned about how a company can make sure their business is not missing out on these metrics and, mediocrely, optimizing the user experience? It all starts with understanding the impact of the main vital indicators of the network, followed by the adoption of tangible measures to prepare teams and, in fact, the entire business for this change.
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What are Core Web Vitals? What are the constituent metrics?
Google Core Web Vitals is a group of new ranking factors that launched in May 2021. This group includes 3 parameters:
- LCP — loading speed of the main content block. It is the largest object on the page: text, video, picture. Thus, a comparison is made between loading the main content and the rest of the objects.
- FID — the waiting time until the moment we start interacting with the site. The longer the user waits for the moment when they can start clicking on links and objects, the significantly lower lead generation, which means that the bounce rate will be higher.
- CLS — stability of layout and objects that can interfere with user interaction with the site. If, during the loading process, elements, in particular clickable ones, move around the screen, there is a high probability that the user may click on a completely different button that was originally planned. Neither the user nor Google will like it now.
According to these parameters, approximately 75% of the pages of the site should pass, at least along the lower border. Otherwise, Google may lower the position of the web resource in the search results.
Core Web Vitals is directly related to page load speed. This is a Google trick to get site owners to make their sites more agile: the faster the site, the better the promotion from Google in terms of position in the top 10. Users usually visit only the first search page or only the first 10 web pages. These leaders are rewarded with quicker leads than their competitors.
Why set these parameters? Google strives to improve the quality of search results, thus it is possible to issue the most not relevant and necessary sites. Users will return to it more often if they find answers to their questions quickly and efficiently from the first open links. Also, don’t forget Google’s revenue from services and ads.
The company is directly interested in the number of users searching for it, advertising and services growing significantly, because without qualitative changes in the algorithms it will be impossible.
How will a company measure a group of new ranking factors? Just like the rest of the search algorithms, Core Web Vitals uses real user data for the last month approximately. These data show the user “journey” and experience — negative or positive. The more convenient and comfortable the site is for visitors, the greater the percentage of chances to improve your Core Web Vitals, and therefore the higher its position in Google.
Is there a relationship between a group of ranking factors and conversions? As it turns out, yes, at least that’s what Google research tells us. If the LCP parameter is more than 5.7 seconds, the conversion proportionally drops to 0.6%, but if it is 2.4 seconds, it rises to 1.9%. Do you feel the difference? The same correlation between FID score and conversions. From mobile devices, with a FID of up to 100 ms, the income from the site increases by 75%, and already with a high FID (more than 300 ms), the income from the site increases by 327%. From the desktop, you can observe changes with the same FID parameters, in which case the conversion grows by 212% and 572%, respectively.
Core Web Vitals Samples 2021 and 2022: What’s the wait?
In the group of ranking factors, changes are coming that could change the understanding of how to relate, discuss, and explain how Core Web Vitals work. Technicians are well informed that while a group of ranking factors in their current state is an excellent measure and assessment of ranking, interaction with a page does not end with the first display area — it is logical that it would be more expedient and efficient to conduct a comprehensive assessment of a number of page interactions and after rendering the first display area. We cannot but agree here until we take into account one interesting news – in the group of ranking factors for the next samples from the beginning of 2022, there will be characteristics that will evaluate the performance of the page after the stage at which the Core Web Vitals of the current sample stops.
It can be assumed that with the introduction of subsequent major updates, characteristics and initiatives related to the work of the project after the completion of the work of the group of ranking factors will be introduced. These initiatives include:
- Privacy. Anonymity of users;
- Accessibility. The level of compliance of the project with typical access requirements from people with alternative needs;
- Smoothness. Smoothness of page animation;
- Frame rate. Number of frames per second.
The load of the processor of the device, on which the project will be loaded, the load of threads, and many others, will also be assessed. Most likely, in 2022, there will be two terms in Core Web Vitals that will act as new factors. These two factors “cross out” the work of people associated with a group of ranking parameters. The first factor is the amount of RAM consumed, which the browser must use when rendering a project during its existence. The second factor is the fluidity of animation or user interface interaction with the browser (changes in frames per second at an ideal rate of 60 fps).
The whole weight of the factors lies in the fact that the main strategy that optimizers use for Core Web Vitals is the idea that tests of a group of ranking factors will one day finish their work, send the results to the server and provide complete freedom of action, although when measuring metrics and evaluations create situations in which the project shows the highest level of performance. The strategy will be threatened, because often there is simply no optimization — there is only a change in the load on the render in the browser, which is effective immediately at the time of the assessment. It is these processes that will not make sense with the introduction of the new Core Web Vitals features in 2022.
Ready or not, major Core Web Vitals updates will have a significant impact on the company’s digital presence, user experience, and online performance. You should improve core web vitals to make the user experience as comfortable as possible with your site.
We have been dealing with frontend performance for over 10 years. Close cooperation with our partners allowed us to expand boundaries, both personal and professional, expand our development experience, solve problems of varying complexity and improve qualifications from project to project. By taking simple steps to implement the metrics, we will help the company achieve results in the long-term success of its websites. Ultimately, be able to create a user interface that sets them apart from the competition.