About the talk
The Core Web Vitals Update is coming up fast this May. This workshop provides key takeaways on how to understand your score and prepare your website for Google’s latest algorithm update with some of Conductor’s technical experts.
A bright and driven self-starter, expert in both the creative and technical aspects of digital marketing, I have experience managing and implementing a variety of online initiatives that align with business objectives and exceed campaign KPIs. Specialties: SEO (Technical & On-Page), Content Strategy, Content Development, Copywriting & Editing, Digital Campaign & Website CRO, Digital Research & Audits.View the profile
Okay, everybody. Hello and welcome to the core web. Vitals portion of C3. 2021. My name is Katie Greenwood. I am an SEO manager here at conductor and friends will be hanging out for a little bit. I always like to check this off. The little fun fact about myself. So I am allergic to Pumpkin. Now, you know that, I obviously super important for the paper talking about today. It is also my great honor and privilege to introduce my longtime friend and colleague Samantha Pena Sam. Everyone, my name is Samantha Pena. I'm an SEO strategist here
at conductor currently writing out the panda make with my two very fat cats to if we're lucky, we might make a guest appearance later today and also my 90-plus house plans at my way to covid. Halsey. We're here today to talk about core web vitals. But before we get into it, I am sending a quick poll in big maker. If you just pop over and I would love to get a pulse from everyone. How many of you know, what coronavirus is. And while we're taking a poll, I just wanted to explain how I will be handling questions. As I'm sure does look pretty hot topic.
There's going to be quite a few. So if you have a question popping into the Q&A, sidebar on the right side of your screen and will answer it at the end of the presentation. In the order. It was received. If we run out of time, no worries. Someone from conductor will follow up with you. After the presentation to make sure about was answered. We will get back to you as soon as we can to Sam's house. Cole. Again. It looks like we've got a pretty good mixture, 40%, very familiar, 45%, sort of familiar and then some is why your care? Okay. Well,
if you've been following any at the old news or have talked to an fpo recently how you probably heard the phrase. Cora vitals, at least, once if not one hundred times in the past year was first introduced by Google in early, 2020 and Google continue. Play Death importance, by announcing that CWB metrics will officially be part of their page experience ranking. Signals starting May of 2021 and all that. Like this. This was a huge deal because Google very, very rarely announces algorithm changes in advance or tells us exactly
what they'll be changing. So this bird a lot of conversation and actions about the upcoming page experience update. And then just two days ago with only a few weeks left before this much-anticipated algorithm update, Google launch date. And again at 2 to attention when I take out the treats, this is Mike at pepper. So with all the news that's come out about Cora bottles and the page experience update here is what we know so far. This algorithm update will now officially start launching in mid-june and should
finish rolling out by the end of August. So it'll be a gradual rollout at page experience. Ranking signals will include existing factors, but adds 3 new metrics called the Korra vital search, the start, but it will be Global applied on all browsers and mobile devices. And he will also start testing additional visual indicators in search result that highlights pages with braids page experience than you can. Probably imagine. Once that's her schooling out, that might impact fixer rates from organic search, importantly
experience, agnosticism thing that Google has exposed to be side and all of their announcement. And there are also some new tools and other information. They announce related to changes in how the handle, like, top stories Carousel. I'm specifically that amp is no longer or requirements of here, and stop top story. So, I would encourage you to read their announcement and FAQ closely. If you want to learn more about the other changes that will happen in June. And here is a visual. I apologize. That is my cat. I'm here at the visual on which page experience signals
are are currently going to be integrated in Google shrinking algorithm starting in. June, do the factors in Gray like mobile-friendly. Safe, browsing HTTP that your protocol and mobile no mobile intrusive interstitials have all been so many years now, but what will be added are the three coronavirus metrics in green at the top LCP fib and Cialis? I am so excited. Your cat made an appearance. So I dreamed, I died. So what exactly are korweb titles? Titles are signals developed by Google to score the speed
responsiveness and stability of each page on your site. And this isn't exactly groundbreaking pagespeed is unimportant for quite a while on desktops in 2010 on mobile since 2018, but historically the stuff has been really difficult to measure because there's been a ton of different and confusing backtrack. So basically this is away from Google to provide clear standard guidance on what a good user experience should be and what we should all be following. Don't know what they could be pardoned to what everything I actually is. So, the first is the largest contentful paint and this
is what the technical just picked it up there. Soon. As I said, she's name is how long it takes for a large image or text block visible within the viewport to render. So, to keep it simple. Is the point where the, where the cages main content has likely loaded. So the good stuff on your page. So Google standard standard chair or 2.5 seconds or less. Again, when your main focus of the page has loaded should be less than 2.5 seconds. The next is the first impulse input delay. And this quantifies. The
relationship. It tends to be the source of a lot of problems in the quarter-finals and the things were talking about to die. So that's what first and put the layers. It's when I clicked on something and it's just not loading at appropriate speed. So according to google appropriate is 100 milliseconds or less. And finally, the cumulative layout shift or the CDLs, which is much easier to say this was at the visuals to bility of your site because of Quantified how awesome things are jumping around. So what are the layout share? This is what a
visible element within the viewport changes with our position from one rendered frame to the next. So, you know when you're doing your thing and you go to click on something but then the page kind of jumped and then you click on something else and it's like Wicked annoying to the point where it's so annoying. My accent comes out. That's what it is. So here is just 0.1 or less, which basically means this shouldn't happen. It's all have North. It's a bad user experience. And Google is now saying like hey, nobody likes this. Don't do it anymore. Do nothing to
talk about what the coronavirus metrics are. Let's talk a little bit about why this matters aside from the potential at the benefits and it'll be included in Google's algorithm are also tons of other reasons why you should be closely monitoring and improving your CWB metrics. So I'll show that a 126 like an increase in pay. Each load, also increases balustrade by over 100%. Another study shows that size. Tub me. Cora vitals are good, thresholds are 24% less likely to abandon the website and yet another, a
B test a shows and optimizing for CW be generated a 8% increase in sales. So, in short performance matters, improving your page experience. Cannot only benefit your overall organic search performance, but can also positively impact how people engage with your website content as well as other Downstream. Tracks. Like the good stuff conversions leads and sales. So now that we've explained to you, what all of this stuff is and why it matters. Now, we're going to talk about the fun stuff which is working on your own site
and the first step as it is with everything and has to do is benchmarking and measuring. You really want to start by knowing exactly what's going on with all of your priority pages and your priority keywords, and there's a couple little nuances here as well. So I can log in log into conductor and say, hey, where are my page? 1 rankings and she was, you know, but we want to focus on here is who is ranking behind you right now. And the reason for this is, let's be honest. If you have a competitor who is really, really focusing on the corner of miles, but not making NASA changes
to their content. And, you know, you're kind of lacking a little bit here. You don't have the team, you got a ton of things going on. You just haven't been with us on. This is my, this might be why they overtake you in the next few months to really focus on those competitors that are behind you. Maybe add some new monster conductor that you're not tracking and just keep a close eye on somebody to straighten your hair a little bit. Really Benchmark. Make sure, you know, what's going on. I keep a tight focus on those price changes in keywords. We don't need to boil the oceans here. You
don't have to have every single keyword ranking memorize off the top of your head. Possible. That's ridiculous to keep an eye on those things that really matters to your business. And there's lots of great tool to tell if an exactly what we need to work on here. So not shocking one of the most popular and kind of a sore throat. And in my opinion. This is a very easy way to figure out exactly what's going on. So when you log into Google search console, you will see the core web vital support, which lives out your problem, you are out and with exactly what's going
on with them again. Pretty simple to figure out what's going on here because it straight from Google's mouth about what we need to work on this also ties into the new page experience report, which really rolls everything together with 4, where to buy old security and mobile usability. If you haven't logged in and check out the page experience report. I really recommend that you do, it's very cool and can really provide. I have a good picture to stakeholders about what's going on with the site and what you need to work on this for one. Google was telling us exactly what we need to
work on to make our site me to stand. So we should probably listen to them. And then if you want to test one off, you or else you can also use a Google tool. They have pasted in size tool, which will give you filled and lab data for a single URL for both mobile and desktop. I'm just a quick note field data is taken from the Chrome. User experience report is what real-world users on actually experience when they go on your site and then La Vida is simulated both have their uses. And other great thing about peach seed inside, is that it will also give you a
in the good needs Improvement, or poor category for each metric. And while I can still give you a pretty good indication of how all of your pages are performing and you can start doing more surgical analysis from there. In addition. You can also get inside for other page experience signals as well as such as not secure hdt's and issues among other technical issues impacting their site. So, Google is going to start your pages into three different categories. Good needs Improvement and fail. And good is the only passing score here
needs Improvement isn't like a c average, where is okay? And you can like, snakebite good. As he only one that is good. So if you have any Priority Mail jump on these immediately because these are the ones that are really going to be hurt if your competitors are focused and you're not priority and priority pages in there. I need to work on. So if anything's is stale, check these out. See what's going on? Sale is obviously still kind of like the big area where the flashing
second remember that the core of vitals and the page experience update will not result in a manual action penalty penalty. You won't drop off of Google. If your cwv metrics are poor. I know it looks scary. But you know, it's not like Google is going to be in Dexter Pages. If you have a poor patient experience and it's not like a manual update or core. I'll go update where you have to wait until the next update to see your type of cover. If you make improvements. I from all the announcement and chatter that I've been surrounding this update over the past year. It sounds like these
metrics will primarily be used as a tiebreaker for situations for a two pieces of content are compared with similar content policy perspective. So, Definitely keep that in mind and you know, of course, it'd be very foolish of me to make broad sweeping statements at the page. Experience, update will have absolutely no impact. So take Google claims about this update with with a grain of salt, but like I mentioned before, there are other reasons why you should be paying attention to see WB metrics as well, aside from sto. But in short, try not to panic. And if you think you've been hit
then, make changes, you know, run another audit to Benchmark where your pages are currently Atwood. PWD. Also more than likely, you won't be able to make changes and make an impact in this on your own. So make friends with other teams with your dad's team design, you access content. Everyone is, you know, contributing to see if either, will you meet together and you can work with these things internally to address to stomach issues, impacting your performance. And then lastly, look at your page templates and work on optimizing key templates that, you know, Go drive
high traffic or high Revenue to your site because you don't make any improvements to templates can help improve many pages with just one change. So I wanted to address, if you can have had the conversation with a few clients. You're making the changes, and you feel like you're on and on the treadmill here and it's very frustrating and you probably look like my dog Lucy. I said when it rains, but honestly, this is just what her face look like all the time. So such as her face. It's kind of like this is going to be, there's going to be no sweeping change.
of these Marshall changes that you're doing, or ultimately going to help a user on your site. So, even if it doesn't have a big impact, it is ultimately helping your rankings in Google and helping somebody have a better experience on your site. So again, this is going to be an ongoing efforts to keep chipping away at it. So if you've been listening to us for a little while and your kind of rolling your eyes and saying like you know, what? Google. I already have it that you're saying it's already optimized for Speed. I already need a bye-bye. Google best practices. Like I have
enough money playing. I don't really need to care about this and why is it any different from the million? Other things? Google announces on Twitter, every single day? It's different because Google has told us if different. These are going to be the general guidelines are Google. Move forward with on, what's going to be the standard for best practices and we're not a hundred percent sure yet. But this is likely going to be how Google tell customers that your site is a good fight with a little bad, like, Girl Scout and the news here, she's coming. So even though Google announce that this
is not going to be a requirement. Like we said, you're not going to be ticked off the internet at the same time. It's going to be a ranking Factor. So think about this, make sure it's part of your road. Now, for the next 2 months work on the things, you can work on. Prioritize the things that are important and make sure that your site is abiding by these guidelines as fast as you possibly can. And we're all in this together. We're still learning that we're still going to be learning this for the next few months. We don't have all the information yet Sam. And I have had to
update this presentation a few times because of new information from Google and I'm sure more. Now, since we're going to keep rolling out. So if you do learn something new, share it with it with the SEO community and make sure that you're checking the SEO Community because that's going to be your best resource for insight. Check out Twitter, check out publication much better movie. The Mighty Ducks one and I stand by that statement. So don't panic here. We're still learning these things. Just work on your left hand in fast as you can and make sure that you're checking in with me
today. Do you have any final thoughts here? Yeah, based on what we know of the page experience update in like 80 mentioned. It has been a central part of a lot of a few discussions over the past year and also Google has released in the last few years. It's Crystal Clear. What Google is prioritizing. You can kind of, sort of tell that they're pushing websites to provide only the highest quality content experiences for users better. That's from content perspective, your technical your speed. I'm all that matters in the end. This is worth taking know.
Do you know, shortcuts won't do it anymore. Probably have not done it over the last few years, and we need to be thinking about you, do optimizing for our users and putting them front and center. Anytime you do something, you Awesome. All right, everybody. So we make sure we left plenty of time for questions here again because this is very much, a conversational topic. We're still learning a lot of things. I do like seeing all of the chattering on Mighty Ducks 2. Obviously that was the thesis of our conversation today. And Snapchat. So we're
going to jump over into the question. Call, I see if you question. So what's the potential impact? That is something that I have had many, many conversations with, I followed him as your chatter around the ticket off. This question all the time. And the truthful answer is, I don't know, you know, no one really knows what will happen after and I'll go update. Not even sure if Google will know exactly what will happen when there's some conspiracy theories as to, you know, that's potentially the reason why they push back, the launch date, but we can
make some educated guesses around, what will happen. So base, and everything I've read from Google call as well as what other on Thursday smart as the others are saying, will be the last year about this update. The general consensus is that the impact will probably be minimal. I'm definitely way left and I'll go update, you know, and we can also extrapolate from other page speed. I'll go updates in the past like, when desktop and mobile became ranking factors. In fact, there was many years ago. The impact was pretty minimal. And, you know, something is to be
said that many sites have been focused on optimizing spoke or up vitals. I'm over the past year ever since Google announced it still on. My truck has something to do with it, but we could potentially anticipate. And like I mentioned before this will probably be used as a tiebreaker. So you might see more of an impact. If you're or you ranking in the top three or the top five, especially for you no more competitive queries, where you know that you're on fellow competitors in those top positions, have good content quality as well, but definitely want to hear your page 1 rankings.
Next question, when I check my core will battle report and Google search console and overwhelmed by where to begin. How do I start a question? And it's how everybody is start with your priority pages and those systematic update that you can make. So again, what is your top converting paid? That one needs to have a good score? What is your second converted to that one? Needs to have a good for an engine work on the list. Once you have fixed all of the issues on those pages, whether it's 510, 2000, whatever you need to do. Then look for those things that you can update site-wide in
your most recent texts or things like that again, and do need some improvement. And then look at the things that you can fix on a mass scale, back to make your life easier. And then I would go back and focus on all of the pages in Spanish. And make sure that those are within standard. Hopefully, we can get those. I see if you questions here around, whether the experience updates, will impact the website on a domain level or on a page level. So, Google has actually waiting on this. They have said that, it will be at a page level. And so, definitely look at, you
know, pages on an individual basis, and I'll probably be how it'll be factored in, but like, I was mentioning, but for many sites utilize page templates when publishing pages. And so an issue that you might see, on one URL might be impacting more than just that one you were out and looking at those kind of systemic issues at the page, template level might help. I'm you make changes on a larger scale out with just one change. I hate next question as an extra-special of how do I convince an already busy web development team that they should take time to address for What Little
dishes? When I already feel that overall Pace sizes and Luke are sufficient. Even though State records show, they need improved conversation that we're having an internal conversation. Once the sizes that this is going to be a working factor and this is going to be a competitive. So we keep going back to smoking over and over again, for a reason, major digestible emphasized the need for this on your priority pages and we can show the potential loss here. If we lose the ranking that we
currently have. So let's say our hides and burning burning pH dropped from position to position. A, we noticed, and we also know that this is likely going to happen if we don't meet with Sanders and we don't get that nice little Girl Scout badge. I will forever. So this is how we can make this a little bit more feasible to her again and organized and emphasize that this is going to be a massive massive if we don't do that. I'm so hopefully that lease opens the door to more conversation for it because
this is her and if you don't do it, you are going to lose it by Kane. I will also stay around that a message that you could take is from like a more data-driven approach as well. You could suggest running an easy tattoo similar to one of the stops. I pulled out earlier around on EB test. Generating 8% increase in online sales after and produce. Ewz. You could set up a similar task like that out where you select days are in cages and see. Okay, if we have this side of pages as test and then control as be improved
twv for the set of new page. A you know, and see what impact that has to your sales are to some of the other Downstream metrics as well. Could also be another way to prove out the value of improving cwv, aside from just organic search losses and gains there. Looking at some of these others. I'm so I see if you questions around a lot of moving cold that helps attract users like GTA and other tools like hot. You're the only action item that makes sense for both marketers and the user is image
optimization. True. What's your take on the trade-off between losing a conversion tracking opportunities in order to optimize for pagespeed insights and analytics, tracking code? And so it's to me it would be looking at what those other opportunities are. I don't think that it makes sense persuade me to stop. Tracking me know, to take out GA or take out your analytics tracking code in order to in order to optimize for Speed because how will you measure
prioritize. Any one over the other. These are all equally important metrics for each page. I have they postponed from May to June. Yes. This was announced this week. There's a little there's no set date for when this has rolled out and less likely. But so far has been postponed to June and saw, there was one more. Who is worthy shoot a lot of questions? Your guide for weather for still rolling through all of these? One of the other question that I see clear from Sharon, what if the poor page experience is on mobile while the majority of your traffic is,
desktop is a tiebreaker specific to desktop / mobile. I'm, so, I've gotten that question before. Like, I mentioned earlier, the pages. Update full rollout for mobile search predominantly, but it's that's to stop until it's not like they just a page experience. Update, won't be roll out, roll out on desktop results. And so definitely something that you should still be paying attention to even if most of your traffic right now is desktop. This on this update, will will impact desktop in the future. I will have a date on that yet, but
definitely is not something that will be going away. And then I see one from, what do you do if switch consoles? How do you not enough data collected for this property? So, search console is just one of the ways that you can get coronavirus metrics and Paige experience, you know, metrics. But there are tons of other ways. We will send out this, you know, this is back with some information on school so you can use. But like I mentioned before, you can use the patient inside stool on the Google has developed as well as other crawling tools as well will give you some cool rap battles metrics.
Again. We have a relationship if we work through it sometimes but then it always happens again. So that's why you make this a little bit more digestible to make this little bit more feasible instead of going through line by line. I always recommend looking at your site, why Java script and image issues, because those tend to be associated with Vitals as well. So taking things more, but not approach than a page, by Page line-by-line, issue. Just so we can get things done at scale. Really need to go line-by-line and see what's going on.
But if we can make anybody by changes, like a template updated. Because you're saying all of this on your blog Pages, or things like that. Would you want to go back into General site house? If you have got a job at the crib, this is Google's way of saying, get rid of it. If you have a site that jumps around a lot to get rid of it. It's not anything. That's truly groundbreaking about anything. That's we haven't really thought about before. It's just Googled, I have saying like now everybody has to do it because their standard I
also few questions here. Should I prioritize content or user experience on my website? That God is a question only. It's so first and foremost, Google has that as part of its update that I'm content. Chloe content will still over at page experiencing. Also, even if you score in the poor category, you have like a 1 out of 100 in your performance score from pagespeed insights, but you have the best content that answers, that. You'll probably still perform really well. That being said, you know, paying attention to bcw metrics in your user experience is also important
because even if your if you have a really high quality piece of content, I use their lands there but it takes 4 seconds for your content to load more than likely the user of might get frustrated and bounce out. And so I find that you have to weigh. Both still publishing high-quality content, but also keeping in mind. What will users actually? Experience, once they land on this page. I see a question here around plug-ins for Cora vitals are the connector plug and it does look into that Casey data. So it is helpful there to physically
support website on. I don't have a recommendation on a Sunday. I highly encourage you to share a collaborative. Environment. I know that Google has a Google web vital plugins that they released until you could download that. I can try to find it and send it over in the chat. How to see question, where do we compare web vitals and paid experience? So you can see the report and experience report side-by-side kind of rolls everything into one. So I'm pretty cool or fun thing to report on and it's also very very
first in this as you are. So check that out and support over here. Looking at all of that. Okay. So do you think the 19 or 20? Google? I'm so far this year to get ready for the CWB update. Cwv is going to be part of the core. So it'll be rolling. So, like, I mentioned earlier, I do think that this is the, this is like a sneak peek of what we might expect from Google down the line. If it's super clear from all the past update. The Google has had that they are prioritizing
content quality page experience from everything that has been published over the last few years. I do think that this direction that I'm going to get me search. A nephew is going to go but yes, I I do think I believe they did say that, it'll eventually be rolled into their core algorithm. It just won't be in June, 7th me if I'm wrong there. But I do think that it will be is actually part of their core ranking algorithm and then they definitely said that the mid-june roll out. Will be rolling. It should be finished rolling out by end of August.
context and then stop by such as to what's going on here so quickly and help provide some contact at the team is going to the one in the community. Very straightforward and to what's going on, especially issue. Why you no tell me to prevent or God? I see if you have questions on, if we don't have a web developer in house, any recommendations for how to easily fix dcwv metrics, and out after this is all rather than a Hangouts, have gotten big maker, but there are some easier
things that you can do. So, like, Katie had mentioned earlier images sometimes, and like, Carly size images or, you know, image optimization can help shave some seconds from your page speed. So making sure that you have the right image size for the right, you do for your pages as well. As you know, how to looking at those, that would be an easier thing that that you can do. And there are tools online that can help you talking lies your images to cut down on some speed there. So yeah, check out that around
how you can make some of these changes. What you can do, if you don't have a developer in house. I think we have time for two more questions to to. San Diego. And it was going good. We will be following up with you. If he's questions are not answered. We're trying to answer the ones that are repeated so we can get too many people as possible. Some of these are specific to your site. So we will try to follow up with you and make sure that you didn't answer again. I know there's a lot. I know it's frustrating but we will be reaching out. I have my final question, which is due. I think it
was fair that On A banks was forced to change from a gas to a district. Honestly. It was real Shady by Gordon Bombay, but rules are rules. I think it was really important as his $2 for his development as a player. He would not have made Varsity MP3 if you did not like the doctor. That is my final out there. It's it's hard to be there. I will answer just one question. Should you focus on field beta or Latvia separately, especially if the deed a different from one another or combine Google has said that they will be using field data or their ranking
symbols. Of course, there's going to be a delay field data is based on the Chrome user experience report. Again, it's based on real-world data out of how users actually experienced your site on the Chrome browser and they will be using that. I'm so there's going to be going to be like a 28-day delay as a class that day. But I would look at your field data to understand how your pages are currently performing now, but you can utilize La Vida if you're making optimizations on your site and you want to measure whether those have made an impact, La Vida sin, Ti simulated on a more controlled
environment and help you get a sense of whether some of the changes you're making are making it back. And it's a woman's Christian would love to know what the most common issues as a cross-industry. I believe someone shared a resource for that in the chat. So I just realized I think someone LinkedIn article bear, but that's all the time. We have to be guys. Thank you so much for hanging out with us. You ask great questions. It was great conversation. Going on in the chat. This is recorded and will be shared. We're going to do our best to get back to everybody. Again. Thank you so much
for sharing on if you like chatting with us. I really recommend that you check out the doctor for it, which is now lies. You can chat with somebody like me or anybody else. Answer your question and go check out the expo hall. That's really cool. We have a ton of green partners, and we are all super excited that you're here. So, thank you so much for your time, and hope you have an awesome Wednesday, and we will talk to you soon. Have a good day, everybody. baked Everyone, by
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