How can a Core Web Vitals audit increase your visibility online?
When it comes to optimising your website for search engines it is not just about the content on your site, but the overall experience for the user. Search engines like Google are invested in users coming to them above all other search engines and they do this by helping users find the information they want faster, easier and more accurately than their competition. This means that 1st page rankings are dedicated to websites which not only give the information clearly, but do so with the least amount of frustration or work on behalf of the user.
With this in mind Google are starting to focus on increasing the user experience (UX) through assessing three core web vitals of your website. It makes sense if you want great SEO that you pay special attention in tracking and improving these core web vitals, in order to up your ranking and drive users to you organically.
What happens if I don’t check my website's core Web Vitals?
If you don’t spend time on exploring your web vitals then you could fall foul of future updates to Google's Search Algorithm and Ranking System. The negative impact on your site could undo a lot of good work and expense you have previously invested. If you don’t take time to explore and improve your UX you may find the following issues crop up:
Lower rankings and less visibility
It stands to reason that the better your ranking on your search engine results page or SERP (search engine results page) the more people will choose your site to click rather than to keep scrolling through listing after listing. Google holds over 80% of the market share, so you want to rank well in their SERPs for searches using keywords related to your sector.
Less Traffic from Search engines
It stands to reason that if fewer people get to see your page on SERPs through decreased visibility that fewer people will find their way to you. More traffic gives more opportunity for leads and for clicks to be converted into sales.
Less Reach for your carefully curated content
Unfortunately if your visibility and traffic both reduce in number, then that means all this content you have invested in for your website will be reaching fewer potential customers as well. Great SEO content which is interesting and convincing is only of use if it is backed by a technically good website. Keywords and beautiful imagery can only get you so far, they have to work and be legible for google’s algorithm in order to help your ranking.
A reduction in brand awareness
Again with less traffic to your website and opportunities for potential customers to get familiar with your products and services there will be less opportunity for you to raise awareness of your brand. This also reduces verbal referrals to those who may not be directly searching for you online.
Reduction in sales and revenue
It’s impossible for all the above to take place without there being an effect on your bottom line. Less traffic, fewer conversions ultimately means fewer sales and less interest. The loss of revenue is particularly frustrating when your company has invested time, resources and money into content creation for your website.
Thankfully none of these issues have to occur if you take the time to learn how your website performs in terms of UX by auditing your core web vitals.