About half of the best websites still don’t meet user experience requirements introduced in Google’s Core Web Vitals update

Fashion and travel have less impact on user experience than other verticals, according to Searchmetrics data

Berlin / San Mateo, November 29, 2021 – New Searchmetrics research suggests around 50% of the top 100 most visible[1] Websites on Google.com still fail to deliver a “good” desktop page experience, as defined in the search engine’s Core Web Vitals update, which was completed in August 2021. And 44% of the top 100 websites fail on mobile.

In October, Walmart.com, Target.com and Tripadvisor.com as well as social sites such as Facebook.com, Instagram.com and Pinterest.com were among the top brands that still cannot meet the three thresholds. minimum for good. the performance and usability of the website defined under Core Web Vitals according to the analysis. And fashion and travel are the worst performing verticals.

The data comes from the new Core Web Vitals Monitor section on the Searchmetrics website. Updated monthly, it provides a Core Web Vitals performance analysis of the 100 most visible domains on Google.com (Google US), with monthly referrals for eight key industry segments (B2B, Dictionary / Reference, Electronics , Fashion, Finance, Healthcare, Media / News and Travel).

What are the Essentials of the Web?
Google’s Core Web Vitals benchmarks help website owners assess the real-world web user experience in three areas: how quickly content on a page loads; its interactivity (the time taken to respond to a visitor’s first interaction, such as a click on a button or a link); and its visual stability (does the layout or content skip). These three measures are officially known as First Contentful Paint (FCP), First Input Delay (FID) and Cumulative Layout Shift (CLS) respectively. In the Core Web Vitals update, they were combined with other existing signals that Google uses to measure the quality of the page experience, which means they now have an influence on Google rankings.

How the 100 Most Visible Websites Work
The good news according to Searchmetrics analysis is that the proportion of top performing domains that meet Google’s requirements is increasing over time. In January 2020, only 22% of the top 100 desktop and 28% of the top 100 mobile passed the Core Web Vitals tests. In October 2021, this figure rose to 50% on desktops and 56% on mobiles.

For LCP (the time it takes for the largest image or largest block of text to become visible when the page first starts loading), the average time among the top 100 in October is 2.43 seconds on desktop and 2.48 on mobile (both just below Google’s minimum requirement of 2.5 seconds). However, 36% of the top 100 on desktops and 33% on mobiles still do not meet this minimum requirement.

For CLS (which measures how well elements on a page skip while it loads), 24% of the top 100 on desktops and mobiles failed to meet the minimum requirement. A “good” score according to Google is less than 0.1 and the average score was just a little higher (0.11 on desktop and mobile).

Most of the websites Searchmetrics tested passed the FID test (which measures interactivity). However, the company notes that due to difficulties in collecting accurate data, experts are unable to conduct meaningful analysis for this metric.[2].

Tom Wells, Vice President of Strategy, Searchmetrics, said: “The update to Core Web Vitals was Google’s vehicle to encourage websites to improve the quality of the online experience they offer. But the data suggests that even some of the biggest brands haven’t completely addressed their user experience issues. While they continue to rank well despite this, it’s important to remember that the page experience has broader implications, especially for ecommerce brands. Providing a user-friendly experience where pages load quickly, respond to input, and dynamic content doesn’t skip, will help reduce ecommerce bounce rates and abandoned carts, for example, while still being good for conversions. and return visits. “

Fashion and travel underperform other verticals
The data suggests that ecommerce sites in categories like fashion and travel overall perform less well for Core Web Vitals than any other verticals included in the analysis.

For example, only 24% of the top 100 fashion and apparel websites stream Core Web Vitals on desktop and only 16% on mobile. And for the top 100 trips, only 20% pass on computer and 21% on mobile. On the other hand, B2B and Healthcare sites perform the best, with 60% and 59% of the main domains in these sectors passing the 3 Core Web Vitals tests on desktop respectively (51% of the best B2B sites and 63% of the best Healthcare sites pass. mobile).

The average LCP for top travel sites is 3.37 on desktop and 3.66 on mobile (outside of Google’s minimum requirements for a good 2.5-second experience). Likewise, in the fashion top 100, the average PCL on PC is 2.8 seconds and 3.31 on mobile.

Tom Wells, Vice President of Strategy at Searchmetrics continued:
“Fashion and travel proved to be the worst performing segments in terms of Core Web Vitals. Part of the explanation is that websites in these industries – and e-commerce in general – are typically rich in images and frequently feature dynamic elements like banner ads.

“Healthcare websites tend to be more informative and less focused on dynamic content, while B2B websites seem to strike a good balance between content delivery, user experience and website performance. Social media websites usually focus on delivering their apps – accessing these apps through a web browser is often quite slow, which explains the poor performance of some of them in terms of Core Web Vitals.

For more data and results on Core Web Vitals performance from major websites, visit the Searchmetrics Core Web Vitals Monitor at: https://www.searchmetrics.com/knowledge-hub/monitors/core-web- vitals-industry-dashboard /? utm_source = public-relations & utm_medium = external-media & utm_campaign = 2021-11-en-monitor-core-web-vitals


[1] A note on how Searchmetrics measures search visibility
Searchmetrics measures the search performance of websites using its SEO visibility score. The company monitors the organic search results of millions of keywords that it uses to calculate the SEO visibility score. The SEO visibility score of a web domain is based on data such as:

  • The number of times a domain appears in Search Engine Results Pages (SERPs) across the keyword set
  • Its importance within these SERPs (a higher ranking equals a higher visibility score)
  • Competitiveness of the keyword (higher search volumes correspond to a higher visibility score)

It’s important to remember that SEO visibility is only an indicator of visibility coming from a website’s organic search channel.

[2] In practice, there is not enough user data for meaningful analysis of the FID. The FID requires a user to interact with a page for this metric to be recorded. Often this does not happen and results in recording a 0 (about 64% of the time), which explains the very low average values ​​of the FID. Even in the Google CrUX dataset covering 8.4 million domains, over 93% of the domains were recorded as having a “good” FID, showing that this problem does not improve with a larger sample. .

About the data
This report combines Searchmetrics analysis based on SEO visibility with CrUX Core Web Vitals performance data.

Baseline performance data for Web Vitals is taken from the Chrome User Experience report. This report updates its data on the second Tuesday of each month for the previous month. Data is aggregated across an entire domain, not at the page level. CrUX data is based on actual interactions with users – it is sometimes referred to as field data.

The first 100 domains are determined based on Searchmetrics SEO visibility[2] metric that analyzes the total expected traffic based on all keywords and their SERP positions for which a domain ranks. This data is device and country specific.

For the breakdown by industry, a set of keywords has been defined for each of the 8 industries. This set of keywords was tracked in Searchmetrics Suite and a traffic share analysis was performed to establish the top 100 domains by industry and device.

  • Basic Web Vitals metric explained

All measures presented in this report correspond to the 75th percentile. This is the same as the metrics Google displays in PageSpeed ​​tests under “Original Summary”. For example, if a domain has a LCP of 2.4 seconds, 75% of all visits to that domain during the entire month were faster than 2.4 seconds.

About search statistics
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Press contact:
Nadja schiller
Searchmetrics GmbH
Director of Global Marketing Communications
+49 30 322 95 35 – 52
[email protected]

Uday Radia
CloudNine Public Relations Agency
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