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.
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.
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.
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:
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:
Within the tracked tab, you’ll then gradually start to see charts form like this one:
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.
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.
Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.
In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.
“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”
Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.
There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.
Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.
The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.
“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”
Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.
Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.
While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.
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About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.