What B2B Marketing Officials Need To Know About Web Essentials

If you’re in marketing or SEO, you’ve probably heard of Google’s “new” set of search rankings called Core Web Vitals. However, CWVs aren’t new—they signal the latest trend in performance marketing—a user-centric view that takes into account how site speed and user experience affect online metrics.

What are Google’s top priorities on the web?

Check out Google’s Web Vitals program, which offers a great user experience. The new metrics describe three general metrics that summarize your site’s performance for customers.

“How fast is my website?” is a difficult question. Mobile devices load pages differently than computers. Is the “Preview” page the same as the “Full Load” page?

To simplify the scenario, Google created Web Core Vitals, which consists of three “core” metrics:

  • Higher capacity ink
  • Delay on first entry
  • Cumulative layout change

These three criteria will be essential for marketing teams. Google only uses real user statistics (data collected in the appropriate field from website visitors) to determine the speed of your website. Real user statistics provide an accurate picture of how your site loads on many devices, rather than synthetic or lab data, which is more useful for auditing purposes.

As we say in the land of web performance if you’re not looking at real user stats, by definition you’re looking at fake user stats.

The biggest painting with content (can I see?)

A user’s journey starts with a page that goes from white to white. If the site is empty, customers won’t know if it works. Those first few milliseconds (and sometimes seconds) can lead to page loss, a costly mistake because online advertising is often cost-per-click, not cost-per-view.

Improving LCP times depends on improving server response times and Marketing disabling page “lock” features. Focus on delivering less data through image optimization (ie smaller, more efficient images).

Delay on first entry (can I use it?)

Once the page loads, the client will handle the page in the best way. But modern pages tend to have too many “event viewers” ready to go.

For example, if the user is scrolling, there may be a tracker that sends data indicating the depth of the scroll. Perhaps there is another tracker that logs the page heatmap for further analysis of customer interaction.

When evaluating tools with in-depth analysis, ask if sampling is an important feature. Why lower your conversion rate to see how customers manage your site?

Cumulative layout change (is this cool?)

Cumulative layout changes are a major source of customer frustration. Have you ever read an article online and suddenly changed the text? Either it goes down or an ad appears, interrupting the process. Worst-case scenario, clicking a link or button and changing the layout at the same time, and accidentally clicking something else?

This is a layout change and the CLS metric shows what happens when your page is published. Unlike other Core Web Vitals, which are measured over time, CLS is a percentage of page content Marketing. So a CLS score of 0.25 would mean that 25% of the page’s content was moved during page load, which would likely drive even the most loyal customer crazy.

If your site has a high CLS score (greater than 0.1), then dynamic content such as an ad will likely be placed in an undefined format. To combat page breaks, dedicate a specific area of ​​your site, with explicit dimensions, to dynamic content.

So, to summarize, Google’s main web highlights:

  • Largest painting with content (can I see?)
  • Delay on first access (can I use it?)
  • Cumulative layout change (is this cool?)

Performance marketing drives B2B online experiences, so you can lose users (who lured you in with ads) if your site is slow.

Accelerate your online presence and increase your marketing effectiveness using Core Web Vitals to evaluate your website.