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Google Web Vital - metrics for evaluating user experience


Google introduces Web Vitals - a unified rating basis for the user experience of websites

In recent years, Google has made many Tools and possibilities developed so that the Performance of a web presence can be measured. Some examples are Pagespeed Insights or the Search Console.

However, due to the corresponding further developments and increasing experience, weak points of the individual systems have also been identified. An important metric for evaluating a website is the User experience (also as User Experience designated). For this, Google wants to define and evaluate uniform evaluation criteria in the future - the name for this: Web Vitals.

Google Web Vital - Key figures

Main components Web Vital

Web Vital

At their core, Web Vitals consist of 4 core elements:

  • First Contentful Paint (FCP)
  • Largest Contentful Paint (LCP)
  • First Input Delay (FID)
  • Cumulative Layout Shift (CLS)

What do the key figures mean?

First Contentful Paint (FCP)

First Contentful Paint (FCP)

The First Contentful Paint (FCP) is a measured value of the Loading speed of a web page. Here, the value is measured until the first element is displayed in the browser.

This value is very important, because a high delay or slow loading speed causes an unpleasant or negative user experience. A high value can lead to a higher bounce rate.

First Input Delay (FID)

First Input Delay (FID)

With this Key figure is the time between the first User action and the response from the browser (for example, delays between a click on an image or button and the executed action).

Good reference values according to Google are under 100 milliseconds.

Values between 100 and 300 are considered in need of optimization - anything above 300 is considered poor.

Largest Contentful Paint (LCP)

Largest Contentful Paint (LCP)

With the Largest Contentful Paint (LCP) the Render time of the largest element within the viewing area is defined.

All under a time of 2.5 seconds is good.

Between 2.5 and 4 seconds is considered an improvable value. Above 4 seconds is a negative characteristic.

Cumulative Layout Shift (CLS)

CLS Cumulative Layout Shift

Cumulative Layout Shift (CLS) specifies how stable the layout of a web page is. There are layouts where individual elements shift.

Google gives a Ideal value of 0.1 or lower before.


What opportunities are presented by the new key figures?

The transparency of the figures means that every website operator can specifically address the individual points. This makes targeted improvements to the user experience possible.

How can I see or measure the metrics?

Basically, there are different methods how you can see / measure the metrics:

  • Display in Search Console
  • Use of PageSpeed Insights
  • Use of Lighthouse
  • Use Chrome DevTools, Chrome UX Report or Web Vitals Extension

Do I need to be a performance specialist to optimize?

Basically, it is always an advantage if a certain knowledge is available. However, the individual tools also provide corresponding information on where to search.

In addition, step-by-step instructions will also be available on the Internet in the respective forums of the CMS systems.

Are there any other points which will come in the future?

Google has announced that they are going to introduce a new ranking factor, which is called Page Experience Signal. This will include the top components and more. These are for example:

Safe Browsing

Here it is checked whether the users can also use your offer safely

HTTPS encryption

The use of encryption is becoming more and more important (some browsers block insecure pages)

Use of pop-ups (intrusive interstitial guidelines)

Pop-ups, which cover the content, are disliked (except for legal or moral requirements (for example, age check))

When will the new factors be introduced?

Currently, Google communicates that they are in an early stage of development. However, the past has also shown that Google is constantly making changes to their systems. Officially, the Start with 2021 However, we assume that even today, either in part or in individual trials, the respective factors play a role in the display of search results.

The sooner you improve your site, the sooner you will have success.

However, it's not the numbers that should be the focus, but your users. But the numbers can help us create better websites - and that should be the aspiration of every operator at all times. Not only when Google says we are introducing this.

Take advantage of the new metrics and improve your user experience!