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Page Experience is Here to Stay: Moz Launches Performance Metrics Suite

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Page Experience is Here to Stay: Moz Launches Performance Metrics Suite

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Way back in April 2021, I had the honor of announcing a new beta Moz product: Performance Metrics. It arrived just in time for SEOs to track and improve their sites through the anticipated May launch of Google’s Page Experience update. We uniquely offered at-scale tracking and issue identification against Core Web Vital metrics for hundreds of URLs per campaign, rather than the handful of URLs available in competing tools at the time.

Back then, we (correctly) anticipated a minimal initial impact from the update, but even we didn’t foresee Google’s delay of the full rollout until August. However, sites are now seeing a real world impact from Core Web Vitals, as our recent study showed back in October. Google is talking about extending that impact to desktop from February or March 2022 (something that our tool has always allowed you to compare cohesively in one campaign), and it seems likely that the importance of these ranking factors will only increase.

Now is the time, then, for us to bring Performance Metrics out of beta and help our customers prepare for the next stage of Google’s Page Experience update this spring. Today, we’re announcing the full launch of Performance Metrics, including a host of new features and improvements based on the feedback we’ve received from early adopters, as well as our own experts and data.

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What’s new

Many users have already been enjoying the bulk analysis, issue identification, and tailored, tactical advice we’ve been offering in Performance Metrics. However, since the beta launch, customers have consistently asked for automated, scheduled testing of lists of URLs, and displays of page performance over time. This makes total sense to us — tracking improvements to see the fruits of your efforts, and identifying when any issues appear, are both great uses for the tool. As such, we’ve included both of these features in the full launch.

Of course, the on-demand analysis you might have already been enjoying in the beta is still there, but with some UI improvements along the way. In particular, you can now re-test the same page multiple times per day, if you want to take some new changes for a quick spin.

Last but not least, as this tool is no longer in beta, you can now also track all of this alongside metrics like visibility, DA, Spam Score and any and all other Moz Pro data in custom scheduled reports.

Why now?

Core Web Vitals are for life, not just for Christmas. Yes, the update finally arrived in August 2021, but that was only the start of the journey — we can and should expect Google to ramp up the importance of these metrics as they gain confidence in the quality and coverage of their own data, and in the health of affected websites.

There’s also the desktop rollout this spring that I mentioned above. Lastly, there may be two new metrics coming — which we’ll of course be integrating into our product once they’re confirmed — probably relating to smoothness and responsiveness. Google has previously indicated an annual cadence of updates to Core Web Vitals, so as an industry we shouldn’t be surprised by this.

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As a reminder, by late last year we were already seeing slower pages suffer in rankings, and Google’s methodology of using CrUX data means that sites will often be judged by their most highly trafficked pages.

Our Performance Metrics tool, even in beta, was designed to help marketers prioritize pages to work on, and then issues to address, within this paradigm — we let you sort pages by traffic or ranking or PA, analyze or track whichever ones interest you without limiting you to one page at a time, then see which pages are failing in which areas, and what specific issues and elements are causing those problems. Which might be leaving you wondering…

How to use Performance Metrics in Moz Pro

When you log into Performance Metrics (Moz Pro -> Campaigns -> Site Crawl), you’ll now see there are two tabs in the overview:

The second tab shows URLs which will be automatically tracked over time. You can add to this list using the same filters and menu that you might be familiar with from the beta. Just scroll down on the first tab, and you’ll see a table like this:

1642540927 777 Page Experience is Here to Stay Moz Launches Performance Metrics

Here you can add URLs in bulk or individually to analyze, track, or perform other actions.

To make things even easier, you can filter the table and charts even further, to include only your top ranking, top traffic, or top Page Authority pages:

1642540928 541 Page Experience is Here to Stay Moz Launches Performance Metrics

Within the tracked tab, you’ll then gradually start to see charts form like this one:

1642540928 276 Page Experience is Here to Stay Moz Launches Performance Metrics

And, when you inspect the individual URLs, you can see their own performance over time, as well as specific changes to individual metrics, and tailored advice on what to improve – down to individual resources or elements that need to be addressed, and jargon-free tips from the Moz team.

There’s more detailed guidance available over at the help section, and of course our customer support team is there for you with any questions.

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Focus for 2021

There’s more to SEO than Core Web Vitals, but that doesn’t mean you can take your eye off the ball. Focus on a holistic user experience that will be robust to future metrics and tweaks from Google, and particularly on your high traffic pages that are more likely to be the basis for any judgment cast on your site. Lastly, remember your competitors aren’t standing still — they may even be reading this very blog post and using our Performance Metrics suite. The goal posts march inexorably forth.

Sign up for Moz Pro to access the suite!

Already a Moz Pro customer? Log in to access the suite!


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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