When it comes to the web user experience, which is determined using Google’s Core Web Vitals, almost all pages from a current Searchmetrics analysis have an enormous amount of catching up to do.
Google’s Core Web Vitals evaluate the real web user experience in three areas: How fast the content of a page loads, the response time and the visual stability. They act as metrics for Google’s Page Experience ranking factor announced last year. Initially, the search engine company announced that the signals for this factor will be rolled out in May 2021. Point of time was recently postponed to June 2021. Google stated that a gradual roll-out of the ranking signal can be expected from the middle of the month.
So for the webmasters it’s high time to prepare, if you haven’t already. For this, Google also provides updated Core Web Vitals und Page Experience FAQs ready. The company recently identified a need for optimization in two thirds of German websites – which is why the Web Vital Initiative was launched. Google may even have been too optimistic. According to information from the content marketing platform Searchmetrics Hardly any websites in Germany, the USA and Great Britain fulfill the Core Web Vital Scores and have to worry about their ranking.
Analysis of two million websites: too often sudden layout changes
The company with search expertise Searchmetrics has analyzed two million websites in the top 20 Google search results in Germany, the USA and the UK. It showed the Core Web Vitals-Studie: More than 97 percent of the websites examined in the German desktop search and more than 85 percent in the mobile search do not meet the three Core Web Vitals Scores.
This means that all of these sites run the risk of losing their rankings from June onwards. Because the organic rankings will in future be heavily influenced by the LCP, FID and CLS metrics. They are used to evaluate the page experience.
As part of the Searchmetrics study, the company’s CEO explains, Marcus Tober:
The Google Core Web Vitals Update is in many ways a response to websites that don’t really live up to user expectations. It is a clear message to companies that run a website that if the users are not in the first place, it can have a negative impact on the ranking.
The analysis came to further conclusions. One of the main reasons for the poor rating in the Core Web Vitals context is that most pages have too many sudden layout changes. This affects the Cumulative Layout Shift (CLS). In addition, the majority of Google’s misses Benchmark for good responsiveness. Searchmetrics cites Wikipedia as a positive example. The site could become the flagship of the update, they say.
Pages with poor page experience can also rank well
But there is good news for everyone whose page experience does not yet meet Google’s high standards. Pages can also rank well with a poor page experience. YouTube is listed as an example at Searchmetrics. Google itself confirmed that a good ranking is possible despite weak signals in this area. After all, the page experience is only one of various ranking factors.
So with page experience, it could become a more important factor over time than with an initial launch as a great page experience becomes more common to pages. But also, and as we’ve kept saying, it’s one of many factors: https://t.co/9halYfBgi3pic.twitter.com/nbvGpxquxp
— Danny Sullivan (@dannysullivan) February 24, 2021