Month: November 2021

SEO Services

Six things missing from your competitor research

Kenneth Bell

30-second summary:

There are ways to save and optimize your SEO budget, here’s howStart with creating an “at a glance” report comparing your competitors’ key metrics. Find interesting trends to look further into!Analyze and monitor your competitors’ online sentiment and customer satisfaction. How can you become better than your competitors?Identify your competitors’ marketing priorities by looking at their competitors’ PPC tactics. Note their branded keywords they are bidding on: what do they consider their competitors?Research your competitors’ branded questions by analyzing “People Also Ask” and monitoring tweeted questions from their customers and brand ambassadorsAnalyze your competitors’ social media marketing tactics: what can you learn from these and which should you avoid?

1. Competitors at a glance for domain analysis

You can never have just one competitor in the real world. In some niches, you’ll end up with ten or more competitors that need your attention. Where to start?

This is the section I usually start my competitive report with: competitors at a glance which is a chart letting me easily compare my competitors.

What should be included in this section?

This section includes any metrics that would allow you to spot some key trends:

How new or old is this competitor?How many backlinks has your competitor managed to acquire?What’s their website traffic?How large is the website?

Seeing all these numbers side by side often allows you to see important niche patterns or spot some interesting cases to explore further. For example, you can identify a new competitor that nonetheless gets a lot of organic traffic. Or you can find a competitor with fewer backlinks that managed to build solid web visibility. These are both good cases to learn from.

Here’s an example of how I use an “at a glance” method for my competitive research that is also color-coded based on how successful each competitor is (green showing very good numbers). 

Source: Screenshot made by the author

2. Online sentiment and customer satisfaction

How happy are your competitors’ customers? Is there an opportunity for your product here? Is there a particular feature or aspect that makes your competitors’ customers unhappy?

Knowing why your competitors’ customers are unhappy helps on many levels, from learning the mistakes you need to avoid, to developing a better product that covers a niche gap.

So why do so many competitive reports fail to include this section?

And that report is pretty easy to generate. Sentiment analysis and monitoring are doable with some advanced social listening that dives into the segmentation of consumer sentiment.

Sentiment analysis
Source: Awario

3. PPC keywords

Most competitive reports include organic keywords and positions but how about PPC keywords? 

Whether you are planning to invest in paid ads or not, knowing your competitor’s PPC keywords will help you understand what they are focusing on. It’s a smart way to understand high and low competition keywords without having to spend your own dollars.

When looking through my competitors’ PPC keywords, I always pay attention to their branded keywords. Firstly, it shows the competitors they as a business take seriously. And second, this may inform my own PPC decisions as there’s a solid case for bidding on branded keywords because they tend to have high intent and are often cheaper.

Here’s an example of a branded keyword report from Ahrefs. Notice the ‘Traffic’ column estimating the number of clicks a particular PPC keyword is bringing to the target site:

Analysis PPC keywords to inform your keyword strategy
Source: Screenshot made by the author

4. Branded questions

Niche question research is useful on many levels but have you ever given a thought on how useful it is for your competitive research? Questions people ask about your competitors will give you valuable insight into:

Your competitors’ drawbacks (and how you can practically fill that need gap in the market)Your customers’ failures (and how to avoid them)Your target customers’ journeys (and how to best approach them)

When it comes to understanding your niche buying journeys, Google’s People Also Ask results, also known as ‘intent questions’ help you understand and visualize all the different paths consumers are taking when making their buying decisions.

Branded questions
Source: Screenshot made by the author

Always take note of the “People Also Ask” results when searching for your competitors or their products. These help you better understand your target customers’ interests and research styles throughout their buying journeys.

Source: AlsoAsked

You could also use some freemium-based tools to keep track of questions your competitors’ customers are asking in real-time, use Twitter question search which can also be monitored through a free app called Tweetdeck. Create a new column in your Tweetdeck to monitor this search term:

[competitor ?]

Make sure there’s a space in between your competitor’s brand name and the question mark.

Source: Screenshot made by the author

5. Your competitors’ promoters

Who are your competitors’ most vocal promoters? Can you get them on board to promote your brand instead? Or how did your competitors manage to win their love?

Your competitors’ friends are not your enemies. These are people who may fall in love with your product or agree to collaborate on similar or better terms.

Checking your competitors’ backlinks is the most popular way to find their promoters but it seldom includes people behind those links

Social media is another great place to look for your competitors’ promoters.

6. Social media content

Are your competitors using social media to find and engage your customers? There are some lessons to learn there as well.

You can run a solid analysis of any Facebook page engagement metrics which you can use for your competitive report:

Social media analysis
Source: Screenshot made by the author

Conclusion

Competitive research is much more than tracking your competitors’ organic positions and checking their backlinks from time to time. 

It can give you a lot of insight into your target customers, their struggles, and buying journeys, it can teach you to build a better project and identify niche gaps. Finally, it can help you identify mistakes to avoid and build a stronger business. Good luck!

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

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The post Six things missing from your competitor research appeared first on Search Engine Watch.

Did you miss our previous article…
https://www.digitalnativeaus.com/?p=244

SEO Ideas

What is crawlability?

Kenneth Bell

Ranking in search engines requires a website with flawless technical SEO and great, relevant content. Luckily, the Yoast SEO plugin takes care of (almost) everything on your WordPress site. Still, if you really want to get the most out of your website and keep outranking the competition, some basic knowledge of technical SEO is a must. In this post, we’ll explain one of the most important concepts of technical SEO: crawlability.

What is the crawler again?

A search engine like Google consists of a crawler, an index, and an algorithm. The crawler follows the links. When Google’s crawler — also known as Googlebot — finds your website, it’ll render it, read it and save the content in the index.

A crawler follows the links on the web. A crawler is also called a robot, a bot, or a spider. It goes around the internet 24/7. Once it comes to a website, it saves the HTML version in a gigantic database called the index. This index is updated every time the crawler comes around your website and finds a new or revised version of it. Depending on how important Google deems your site and the number of changes you make on your website, the crawler comes around more or less often.

Read more: SEO basics: what does Google do »

nd what is crawlability?

Crawlability has to do with the possibilities Google has to crawl your website. You can block crawlers on your site. There are a few ways to block a crawler from your website. If your website or a page on your website is blocked, you’re saying to Google’s crawler: “do not come here.” Your site or the respective page won’t turn up in the search results in most of these cases.

There are a few things that could prevent Google from crawling (or indexing) your website:

If your robots.txt file blocks the crawler, Google will not come to your website or specific web page.Before crawling your website, the crawler will take a look at the HTTP header of your page. This HTTP header contains a status code. If this status code says that a page doesn’t exist, Google won’t crawl your website. In the module about HTTP headers of our Technical SEO training we’ll tell you all about that.If the robots meta tag on a specific page blocks the search engine from indexing that page, Google will crawl that page, but won’t add it to its index.

This flow chart might help you understand the process bots follow when attempting to index a page:

Want to learn all about crawlability?

Although crawlability is just the basics of technical SEO (it has to do with all the things that enable Google to index your site), it’s already pretty advanced stuff for most people. Nevertheless, if you’re blocking – perhaps even without knowing! – crawlers from your site, you’ll never rank high in Google. So, if you’re serious about SEO, this should matter to you.

If you really want to understand all the technical aspects of crawlability, you should check out our Technical SEO training. This SEO course will teach you how to detect technical SEO issues and solve them (with our Yoast SEO plugin). Yoast SEO Academy is included at no extra cost in your Premium subscription

Keep reading: What is technical SEO: 8 aspects everyone should know »

The post What is crawlability? appeared first on Yoast.

SEO Services

What is search intent and why is it important for SEO?

Kenneth Bell

SEO is a way to get more traffic to your website. By ranking high on Google, you attract more people to your site which leads to more sales and returning visitors. To get people to your site, you need to optimize your content for the right words. However, to increase your chances of ranking, convincing people to buy your stuff, subscribing to your newsletter, or even coming back to your website, you should take search intent into account. In this post, we’ll tell you what search intent is and how you can optimize your content for search intent.

What is search intent?

Search intent (or user intent, audience intent) is the term used to describe the purpose of an online search. It’s the reason why someone conducts a specific search. After all, everyone who does an online search is hoping to find something. But is someone looking for an answer to a question they have? Are they looking to visit a specific website? Or, are they searching online because they want to buy something? Many of these types of searches are part of the user journey online, but oftentimes they represent different stages.

Over the years, Google has worked hard to improve its algorithm to be able to determine people’s search intent. Google wants to rank pages that best fit the search term someone is using, as well as the search intent behind the search query. That’s why you need to make sure that your post or page fits the search intent of your audience.

4 types of search intent

There are a few distinct types of search intent. We’ll go into the four most commonly used ones:

1. Informational intent

Let’s start with informational intent. Lots of searches on the internet are done by people looking for information. This could be information about the weather, information about educating children, information about SEO, you name it. People with an informational intent have a specific question or want to know more about a certain topic.


Google’s search results for the term ‘Tomato sauce’

You should be aware that Google’s understanding of intent goes much further than simply showing results that give information about a specific term. It knows, for instance, that people looking for [tomato sauce] are most likely looking for recipes, not for the sauce’s culinary history. It understands that most people typing in [Mercury] are looking for the planet, not the element. Google even understands that for some search terms, like [how to build a bird feeder], it’s handy to include videos and images.

2. Navigational intent

The second type of search intent is called navigational intent. People with this intent want to visit a specific website. For example, people who search for [Facebook] online are usually on their way to the Facebook website. So you want to make sure that your website can be found when someone searches for your company’s name online.

Example of navigational search intent: screenshot of Google's results for search term Yoast
Google’s search results for the term ‘Yoast’

Keep in mind that ranking high for a navigational term is mainly beneficial if your site is the site people are looking for. A few years ago, we had a Google Analytics plugin and we ranked pretty well for the term [Google Analytics]. But that didn’t drive any traffic to our site. People searching for [Google Analytics] specifically were looking for the Google Analytics website and were often not interested in our plugin.

3. Transactional intent

The third type of search intent is transactional intent. Lots of people buy stuff online and browse the web to find the best purchase. People are searching with transactional intent when their purpose is to buy something at that moment. Often that means that they already know exactly what they want to buy and just want to get to that product page right away.

Example of transactional search intent: screenshot of Google's search results for IKEA PS 2014 lamp
Google’s search results for the term ‘IKEA ps 2014 lamp’

4. Commercial investigation

Some people have the intention to buy in the (near) future and use the web to do their research. What washing machine would be best? Which SEO plugin is the most helpful? These people also have transactional intent but need some more time and convincing. These types of search intents are usually called commercial investigating intents.

Example of commercial investigation intent: screenshot of Google's results for search term best washing machines 2021
Google’s search results for the term ‘best washing machines 2021’

Keyword intent

The words people use in their search queries give us insight into user intent. This also works the other way around. By formulating keywords with intent-specific words you can increase your chances of being seen by people with matching search intent.

What do we mean by intent-specific words? Well, keywords with transactional intent will often contain words like:

buydealdiscountproduct names

To give another example, informational searches can (but don’t necessarily have to) contain words like:

informationhow tobest way towhy

How to optimize your content for search intent

Why are we telling you all of this? Because you want to make sure that a landing page fits the search intent of your audience. If people are looking for information, you don’t want to show them a product page. At least, not immediately. You’ll probably scare them away. But if someone wants to buy your product and lands on one of your lengthier blog posts, you might lose them. In this case, you want to lead them to your shop and the right product page.

Optimizing your product pages for commercially driven keywords is a good idea. For instance, if you sell dog vitamins, you could optimize a product (category) page for the search term [buy dog vitamins]. Perhaps you also have an article about administering vitamins. You could optimize that article for the search term [how to give vitamins to my dog] and aim it at people with informational intent.

Research your audience’s search intent

Sometimes it can be quite hard to determine the search intent of a query. And perhaps different users that use the same search term will have a (slightly) different user intent. Luckily, there is a direct source to look at if you want to know which intent fits your keywords best: the search results pages. Find out how you can use the results pages to create great content that’s intent-based.

If you want to know more about the search intent of your audience, another way is to ask them. You could make a short survey, containing questions about what people are searching for and make that survey pop up when people visit your website. That’ll probably give you some valuable insights into your audience and their intent. Do make sure not to be too intrusive with these kinds of pop ups as this can hurt the user experience on your website.

Conclusion

It’s crucial to ensure that the content you’re writing fits both the terms people are searching for, as well as the search intent of your audience. Make sure your post or page is informational when people are looking for information. Be the first result when someone searches for your company name. Provide content that helps people make an informed decision when they’re still investigating their options. But lead people to your sales pages if they are looking to buy one of your products.

Read more: Keyword research: the ultimate guide »

The post What is search intent and why is it important for SEO? appeared first on Yoast.

SEO Blogging

Everything you need to know about the Google MUM update

Kenneth Bell

30-second summary:

Google’s Multitask Unified Model (MUM) update landed in June 2021, seeking to deliver search results that overcome language and format barriers to deliver an improved search experienceThe Google MUM update uses an innovative solution that accesses a wealth of previously hidden information around a core query, providing more of what we want without having to carry out multiple different searchesGoogle MUM can understand and translates 75 different languages, including text and imagesMUM will see us bid farewell to BERT

They say Mum always knows best but can the same be said for Google’s MUM update? Giant search engine, Google, launched their latest update as the answer we have been looking for to make internet searching more intuitive and inclusive.

But what does this mean for website owners, SEO practitioners, and agencies providing marketing services?

What is Google’s MUM update?

The Google Multitask Unified Model (MUM) update, aims to answer modern search demands by using an AI-powered algorithm to improve online search capability. When searching the internet, contradictory to expectations users are faced with multiple searches, geographical, and language barriers due to a lack of intuition on the search engine.

Google’s MUM will remove the need to carry out multiple searches that users currently do in order to compare and gain deeper insights. It has the ability to understand and bring solutions based not just on textual content but also an interpretation of images, videos, and podcasts in a way that was never possible before.

It understands 75 different languages which implies that it can pool and serve results to give users the most holistic and comprehensive search experience, answering even the most complex queries.

Google MUM will redefine search relevance changing the way people accesses and use information across the world wide web. This however, needs to be taken with a pinch of salt that not all content can be trusted and would eventually boil down to user discretion.

The MUM update means searches will serve information that provides helpful, related insights, and will reach further for these sources than any other search engine update before it.

Google believes that the MUM update is the answer.

Although in its early days the algorithm will continue to see iterations but it certainly looks to be an exciting move that Google is committed to build on. How? Google intends to follow these in order to ensure they can make it “the world’s best MUM” and remove any machine learning biases:

Human feedback from raters using the Search Quality Rater Guidelines will help understand how people find informationSimilar to 2019’s BERT update, MUM too will undergo the same process applied to Google search modelsApplying learnings from their latest research on how to reduce the carbon footprint of large neural network training systems to ensure search continues to function as efficiently as possible

Why MUM matters

MUM interprets meaning in a people-friendly way, breaking down language barriers to provide us with the most comprehensive search engine capability ever.

It’s fast, far-reaching, and thorough as compared to any previous search engine update. This matters in a world where users want detailed, relevant, and accurate answers in seconds – anywhere, anytime.

This will remove silos in search dropping all the veils of language barriers and lack of intuition. It will view user queries, questions and comparison needs from all angles reducing the time we spend trying to find the right answers to elicit what we need.

For a long time, keywords and SEO content have been a critical part of how information is served and how it needs to match intent. Over recent years whilst this has remained important to draw attention to specifics, it has changed slightly to be more phrase friendly, finding keywords used in a more natural context. This certainly benefits the MUM search algorithm. It can provide nuanced answers to questions, using NLP, and in-depth world knowledge to gather additional information supplements by a mix of formats – text, images, or even video and audio in the future.

The benefits of MUM

Its ability to think beyond the question or statement will tap into multiple dimensions of the SERP and SEO as a result. Users, businesses, and content creators are being encouraged to say goodbye to the “exact response days” and tap into the user intent and journey that is layered, complex, and sometimes more generalized.

Google MUM’s AI smarts will be another piece in mastering and understanding user intent and thought processes.

Imagine wanting to travel to a country and the questions you currently have to ask to find all you need to know. Firstly, you might wonder how you get there. Then you may search for where to stay, what’s in the area, for visas or vaccinations required and perhaps a bit about the weather and activities available. The list goes on and so does the time taken to search and sift through results.

We now want more, right away, and Google MUM is the beginning of meeting these needs.

Eliminating language barriers

MUM will find results in other languages, opening up a treasure chest of local and more insightful information than any previous Google search technology has ever offered. It aims to become your very own expert and translator, with the added value that you can expect from an enthusiastic human – succinctly delivered, plentiful detailed, and readily given in a language you understand, just like engaging with a human expert.

Searches are no longer inhibited by the words we choose. People can elicit more specific answers to questions by including an image, video or web page in our search. This ensure greater access to international content that previous search engines would not have recognized.

This breaking down of language barriers will allow users, SEOs, and businesses to see more localized insights and responses. On the SEO and digital marketing front, this also means – more competition! Local people create many reviews on areas or facilities, yet we currently miss what could be the best answer to our review style questions due to language barriers.

Unless users search sufficiently and widely using local terms, spellings or language nuances, they never discover pieces of information that would be an integral part of decision making.

Making multi-modal matter

While MUM will know it all (hopefully) since it uses the T5 text-to-text framework and is 1,000 times more powerful than BERT. We will still see answers to straightforward questions. But the ones that are less simple or don’t have a straight answer will flourish with this multi-modal approach. Imagine, what if the answer lies in an image that could be in Japanese?

I and the search engine

Search engines have driven the way content is created, focusing heavily on keywords, phrases, intent, and other key factors. So should AI change how businesses, SEOs, and agencies think about attracting visitors and engaging them while ensuring we use the exposure Google MUM can offer? This is a far greater intelligent search algorithm that understands nuances and will bring more relevant and varied content to the fore.

Content that is wrongly pitched will disappear more readily than ever before. This reinstates how important the user experience, content, overall SEO, accessibility, and intent are for success in the age of digital. Content must, therefore, be better than a few placed keywords to make it anywhere in page rankings and it must make optimal use of multimedia formats that Google MUM looks at. End-users are MUM’s focus and that must be at the front of how content marketers work. This is important to remember when considering redesigning your website. We see it reinforcing the need for quality SEO and key phrase content if you want to be noticed.

Google MUM has a far greater ability to answer comparison style questions too.

“Will I find the same weather in Turkey as Egypt?” style questions will bring answers in one go. Previously we would have to dig around the information for each country and compare information ourselves. Not only will one question suffice to elicit temperatures for each, but it will offer added value information on each country that it knows people may have gone on to search. It may include relevant comparisons between the two countries, such as vaccinations or visa information, dress codes or helpful information that its AI capability recognizes as appropriate.

MUM vs BERT

Like every launch, the latest proclaims to be the best. BERT (Bidirectional Encoder Representations from Transformers) was launched in 2019 and understood searches better than we have ever been able to before. Around this time, keywords became key phrases seeking to provide results based on user intent. In other words, content had to answer common questions.

Numbers tell us that MUM is 1000 times more powerful than BERT, so will MUM always know best? It undoubtedly would seem that this changes the face of search and SEO as we know it in 2021.

What you need to do

Create content that remains high quality and focused yet opens up the possibilities that tangential linking can bring to comparison and related topics. Content must answer questions and provide the right level of added value, including appropriate use of multimedia formats so that MUM will notice you. Written content, including blog posts and articles, is still a key player in attracting attention. There is increased importance on backing this up with podcasts, images, audio, and video content – this would help when MUM’s new iterations come into play.Google MUM will know it is relevant and add it to search results. Your content will now compete amongst the most significant contributions around the world. While it removes language barriers, it would still be wise to have multi-lingual SEO as part of your strategy. This will dramatically affect the regional power of content, so use it to your advantage, ramping up regional relevance, neighborhood interests, or specifics both verbally and visually.Produce content that builds brand recognition and loyalty using informative, engaging writing, images, and other media. Remember to add structured data to your page to give clues about the content. Brands and advertisers need to be mindful that this is an AI-centric update and would learn as it goes. We know that whilst Google MUM will widen search answers, there will always be people that know where to look and who to rely on for trusted content, so the expanded pool of SERP competition will not typically minimize your current audience as long as you continue to remain reliable. Bottom line is – Continue to build your expertise and authority in the industry so you can ‘EAT’ your competition.

In all honesty, with fewer tricks to hide behind, what you need to make sure of when creating MUM-friendly content simply translates to quality. If it is interesting, relevant, and valuable to your end user, then it will be seen. It will widen the potential audience and bring more significant competition for visibility, and that is just as likely to be a good thing as bad for many.

Conclusion

Are we genuinely heading to an internet-driven world without barriers? While Google’s MUM seeks to understand more about what we might be looking for than any search engine has ever before, will this open up the search-scape to a truly more worldly experience? We can’t answer all the questions and there are many still to be asked as the rollout gathers pace. Only time will tell us how Google improvise MUM in the future. After all, technology and innovation never stand still for long.

Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

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The post Everything you need to know about the Google MUM update appeared first on Search Engine Watch.

SEO Ideas

Four ways to improve page speed and master Core Web Vitals

Kenneth Bell

30-second summary:

Websites that rank well on Google tend to have a higher Core Web Vitals scoreThere are three core web vitals that make up the majority of the site’s overall page speed scorePrioritizing user experience in web design and marketing campaigns could give you a competitive edgeThis comprehensive guide prepares you for the rollout of the new Google Search algorithm update

Google’s latest major update to its search algorithm focuses greatly on the user experience through a new set of ranking factor metrics, called Core Web Vitals. Early results from Core Web Vital audits reveal that the average website performs below these new standards. Searchmetrics’ research revealed that, on average, sites could reduce page load time by nearly one second by removing unused JavaScript.

This provides an amazing opportunity to outperform other websites by boosting your own page rankings.

Here is everything you need to know about Core Web Vitals plus four simple steps to improve your metrics.

Content created in partnership with Searchmetrics.

What are the Core Web Vitals metrics?

Core Web Vitals are an extension of Google’s page experience signals that include mobile-friendliness and HTTPs. The three Core Web Vitals metrics measure loading performance, interactivity, and visual stability, which Google views as providing an accurate depiction of a real-world, user experience.

Largest Contentful Paint (LCP) measures the loading time of the largest image or text block visible within the user’s viewpoint.First Input Delay (FID) measures the interactivity on the page by calculating the time from when a user first interacts with the site to the time when the browser responds to that interaction.Cumulative Layout Shift (CLS) refers to how much the content shifts during page rendering.

How to check your page speed insights

There are many online tools that check your page ranking score, including PageSpeed Insights, Chrome User Experience Report, Lighthouse Audit, and Search Console. These sites measure page speed in various elements and display the results using a traffic light system. PageSpeed Insights provides a breakdown of the results and highlights areas of improvement.

What does “good” performance mean in numbers?

To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading. Pages should have an FID of less than 100 milliseconds and maintain a CLS of less than 0.1.

Websites, like Wikipedia, have the highest page speed score due to a lightweight approach to web design, using mainly text and optimized images. Websites that rely heavily on video content and images are slower to load and make for a poor user experience. Therefore, there is a balance to strike between design and user experience.

See where your site ranks. Visit PageSpeed Insights and enter your URL. Note: The top number is your Lighthouse score, also referred to as PageSpeed score, measuring from zero to 100. While it’s a good general benchmark for the performance of your site. It’s not entirely related to the three Core Web Vitals metrics, which should be viewed as an analysis of LCP, FID, and CLS.

How to improve your page speed

Passing is considered getting a “good” score in all three areas. Making small changes can improve the page speed score by as little as one second, which can shift the site from a “poor” or “needs improvement” score in LCP to a “good” one. Reducing load time will make users happier and increase traffic to the site.

Tom Wells, creative marketing expert at Searchmetrics, says,

“Anything that’s not needed on a website shouldn’t be there.”

Putting it simply, identifying and removing elements that are not used or have a substantive purpose could improve the site’s page speed score.

1. Oversized images

Poorly optimized images are one of the main causes affecting a site’s LCP score as this is usually the largest element to load. Ecommerce businesses and those who rely heavily on images may have poorer LCP scores due to the page rendering of multiple high-resolution images.

Optimizing these assets by using responsive design or next-gen image formatting such as WebP, JPEG 2000 and JPEG XR can improve the score by cutting down rendering time. Often, images can be condensed to a much smaller size without affecting the quality of the image. Free resources like Squoosh can do this for you.

2. Dynamic content and ads

Loading ads on a web page is one of the main causes of a bad CLS score. This can be down to elements on the page shifting to accommodate dynamic ads, which makes for a poor user experience.

Using a smart implementation method such as allocating size attributes or CSS aspect ratio boxes for all ads, videos, and image elements is one way to reduce content shifting. Some companies may use a plugin or coding at the top of the website to place the ads. However, this could lead to a slower website, impacting the user experience negatively and indirectly affecting rankings.

Also, never insert content on top of existing content, except in response to specific user interactions as this ensures any layout shift that occurs. For example, when you click a CTA button and a form appears is an exception.

3. Plugin-centric web economy

Plugins can act like “plaster over the cracks” to solve website problems, says Wells. Despite creating a temporary fix, it can slow down and hinder web performance as all the code needs to load before the user is able to fully interact with the webpage.

Using plugins can increase server request counts and increase javascript execution time. All these factors can lower the site’s FID score.

“Often we look for advanced fixes and solutions but sometimes it’s as simple as deleting what’s not needed,” says Wells.

Therefore, removing some plugins, especially unused ones, can improve the reactivity and speed of the website.

4. Too much code

Google advises focusing on the overall website performance.

“It’s critical for responsive and well-scored websites to be as lightweight as possible,” says Wells.

“The more things that a server has to load, the slower that load time is going to be overall.”

While unused CSS and JavaScript may not directly impact the page speed score, it can still impact the site’s load times, create code bloat, and negatively impact user experience.

When should I start?

Google’s rollout of the new algorithm began in mid-June, so it’s worth getting a start on reviewing how well your site scores on pages speed tests. Websites that rank well tend to have higher Core Web Vitals scores and this trend is set to continue as Google places greater emphasis on user experience.

Want more Core Web Vital insights? Read Searchmetrics’ Google Core Web Vitals Study April 2021.

The post Four ways to improve page speed and master Core Web Vitals appeared first on Search Engine Watch.