Why Core Web Vitals are Becoming More Critical in Digital Marketing

If you have a website for your business, you are probably familiar with Google’s page experience metrics known as Core Web Vitals – an update that became part of the Google Search core algorithm a couple years back. This concept was introduced after research proved users not only prefer, but are also more likely to convert, on websites that offer them an easy and enjoyable experience. Considering how connected the average consumers are to the internet through phones and computers, developing user-friendly web practices has never been more important for businesses today.

To maintain a solid Google ranking that develops traffic to your website, it is important to understand Core Web Vitals and why Google cares about them for user experience. Let’s dive into it!

What are Core Web Vitals?

Core Web Vitals focuses on specific factors that Google’s algorithm considers to be important to a user’s experience.

“Core Web Vitals is a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page. We highly recommend site owners achieve good Core Web Vitals for success with Search and to ensure a great user experience generally.” – Google Search Central

As you can see, Core Web Vitals consist of three specific measurements, including page speed, interactivity, and visual stability – all fundamental elements to a webpage’s user experience.


Core Vital #1 – Page Speed

It comes to no surprise that page load times are of the utmost importance when it comes to a well-ranking website. In fact, the probability of a user bouncing from your website increases by 123% when loading time takes longer than 10 seconds! Core Web Vitals by Google will begin by focusing on Largest Contentful Paint (LCP) – a timer that determines how long your website will take to load its largest elements.

A few common causes of slow loading times may include large images, third-party scripts, and improper coding.


Core Vital #2 – Interactivity

Along with being nice to look at, a website must be interactive and easy to use. First Input Delay (FID) is what Core Web Vitals by Google uses to measure the time between a user’s initial interaction and how long the action takes to process. Typically, poor scripting often associated with JavaScript, as well as secured browsing and mobile friendliness, can cause a website’s interactivity to struggle.


Core Vital #3 – Visual Stability

People are attracted to websites that are appealing to the eye. Those that lack visual stability often experience a significant downturn in traffic. Google analyzes Cumulative Layout Shift (CLS) as one of their Core Web Vitals to measure how stable a page is as it loads and achieves “visual stability”.

The faster a website can stabilize between shifts, the better the CLS score from Google’s Web Core Vitals.


The Importance of Web Core Vitals for Your Website

As you can see, Web Core Vitals ultimately impact a user’s experience on your website as well as how your website is ranked on Google. The higher your Web Core Vitals score, the higher your ranking is likely to be on a Google search and vice versa. With that said, the time is now for businesses to put their focus on their website’s health to increase visitors and conversions.


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