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Times have changed since you can buy an exact match domain name, fill pages with keywords, and see your income increase.

Now all the markets are saturated with competitors all vying for the same keywords and Google is a much more complex beast. Big updates seem to be a lot more regular, and they’re all aimed at the same goal: the best user experience.

The proof is there in Search Console and Google has made no effort to hide the page experience, mobile usability, and essential sections of the web. They even literally declare good, in need of improvement and bad if there was any doubt left …

It’s just speed, isn’t it?

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Sort of, but rather than just running to the lowest possible time, it’s also about making sure that users don’t click in frustration to end up somewhere they shouldn’t be because that link just moved to the bottom of the page.

Web Essentials – LCP, FID and CLS

These are the core Web Vitals report metrics and have probably been the bane of every SEO and developer for the past year or so. They are fundamentally based on speeds, but above all they take into account the human factor.

What is LCP – The Greatest Content Painting?

This is the time it takes for the largest section of the web page to load. While your flashy video that took 50% of your budget to make is on the homepage, it’s probably hurting your rankings.

What is FID – First Entry Delay?

Your page has items that load, so as a user you hit a purchase filter. Nothing is happening.

When it finally registers the click (or all 5 you’ve tried in the meantime), it’s the first entry delay.

What is CLS – Cumulative Layout Shift?

Probably the most annoying thing for users is the page change when loading. Again, this can cause wrong clicks and other unwanted interactions, confusing the user and your data collection. When you click to close the video on an article, it registers as a click for more information.

When this happens, the user probably clicks and never comes back. Not ideal.

Potential future measures?

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There will invariably be variations on these and more refined factors in the future, as the Core Web Vitals report itself is an evolution of the Page Speed ​​Index, which has just been updated primarily for mobile and touch screen users.

Mobile friendliness for SEO

This is an older report and as such it is mostly « fixed » on most sites, but it is still important to understand how Google sees your site pages for mobile users.

Mobile traffic has overtaken the office, so mistakes shouldn’t be taken lightly.

It is not about « this URL will not be optimal on mobile », it is closer to the majority of users can not use this page to give bad user experience.

There are also many factors in this relationship, but don’t despise them.

HTTPS Status

Buy an SSL certificate.

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It’s pass / fail, there is nothing else. It is as vital as having a server / website / computer / internet connection.

What should you do

This blog has only mentioned the factors that can be seen in the Google Search Console, not to mention how users actually perceive your site in terms of conversion rate optimization and more general user experience.

These measurables are there for you to see once you claim your Google Search Console property, so check it out now. If you are anywhere other than 100% good pages it could block your potential in search engine results, so focus on that rather than changing your title tag for the hundredth time!

Better yet, contact us and we can help you bridge the gap between marketing and developers to give you ideas for action and help give your site a chance to beat the competition.

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