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10 SEO Techniques for More Traffic

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10 SEO Techniques for More Traffic

Getting more traffic to your website from organic search can be done in three ways.

You can either:

  1. Rank higher for existing keywords
  2. Rank for more keywords
  3. Get more clicks

The SEO techniques below all help you do one or more of those things.

1. Learn from your competitors

Competition makes life harder, but your competitors can also be a source of topic ideas.

To find your competitors’ most trafficked pages, you can use the Top pages report in Ahrefs’ Site Explorer.

For example, if we plug a competitor of ours into the tool, we see its guide to Magento SEO gets a fair amount of search traffic.

Top pages report results, via Ahrefs' Site Explorer

We haven’t yet covered this topic ourselves, but it looks like it could be worth doing so.

You can also use the Content Gap report in Site Explorer to find keywords your competitors rank for that you don’t.

Here’s the process:

  1. Enter your domain into Site Explorer
  2. Go to the Content Gap report
  3. Enter a handful of competitors
Content Gap report, via Ahrefs' Site Explorer

For example, SEJ, SEL, and Moz all rank in the top 10 for “seo content strategies,” but we don’t because we haven’t covered this topic. So it’s probably worth adding to our content calendar.

Content Gap report results showing data on "seo content strategies"

2. Prioritize low-difficulty topics

It’s worth prioritizing low-difficulty topics if your site is new because you’ll probably struggle to rank for competitive topics out the gate.

You can find these with a keyword research tool like Ahrefs’ Keywords Explorer. Just search for keyword ideas then filter for those with low Keyword Difficulty (KD) scores.

Matching terms report results, via Ahrefs' Keywords Explorer

Old content needs updating periodically because rankings don’t last forever, especially if you’re targeting time-sensitive topics.

For example, here’s the estimated organic traffic to our list of top Google searches over time:

Line graph showing organic traffic dips and spikes of an Ahrefs article

Each dip occurred when the content lost its freshness. Searchers wanted an up-to-date list of the top Google searches, but ours was old. That’s why rankings tanked.

Each spike occurred when we updated the content.

You can find pages on your site that may be due for a refresh in Site Explorer. Just plug in your site, go to the Top pages report, set the comparison mode to “Previous year,” sort the report by traffic change from low to high, and look for topics where freshness may be the issue.

Top pages report results, via Ahrefs' Site Explorer

If you’re a WordPress user, you can find pages that no longer perform well by running a free content audit using the Ahrefs SEO plugin.

List of no longer well-performing pages, via Ahrefs' SEO plugin

Our study found that if a page ranks #1 for a keyword, it ranks for almost 1,000 more keywords in the top 10 on average.

Many of these keywords will be different ways of searching for the same thing. But some will likely represent subtopics you’ve covered in your content.

For example, our guide to submitting your website to Google ranks in the top 10 for “submit url to google.”

Organic keywords report result, via Ahrefs' Site Explorer

That happens because we’ve covered this subtopic in the post.

Table of contents of an Ahrefs article

However, we have plenty of posts that almost certainly miss important subtopics. If we can find these and fill the gaps, our page can likely rank for related keywords and get more traffic.

Here’s a simple way to find content gaps:

  1. Enter one of your page’s URLs into Site Explorer
  2. Go to the Content Gap report
  3. Paste in a few top-ranking URLs for your main keyword
  4. Sift through the keywords for content gaps

For example, HubSpot and Neil Patel rank in the top 10 for “what are guest posts,” but we don’t.

Content Gap report results, via Ahrefs' Site Explorer

This happens because we didn’t cover that subtopic in our guest posting guide, whereas they did.

Not only could covering the topic in more depth help us rank for more long-tail keywords, but it could also serve the user better with information they might want.

Content hubs are interlinked collections of content about a topic.

For example, our beginner’s guide to SEO is a content hub. It has a pillar page about SEO that links to and from subpages about how search engines work, SEO basics, keyword research, etc.

Pillar page of our beginner's guide to SEO

The main benefit of content hubs is that link equity flows to and from all the pages in the hub via internal links. In other words, if one of your subpages gets lots of backlinks, they all get stronger and potentially rank higher.

If you already have content on your website, the easiest way to create a content hub is to reorganize related pages around a new “hub” page.

Flowchart showing how existing content can be reorganized

If you want to create a new content hub, one of the easiest ways to find topics is to look at your competitors’ top subfolders.

For example, let’s plug DietDoctor into Site Explorer and go to the Site structure report. We see 30 pages under the /low-carb/keto/recipes subfolder that get an estimated 143K monthly search visits in total.

Site structure report results, via Ahrefs' Site Explorer

If we click the number of pages, we see all the pages under that URL structure along with their estimated traffic and top keyword.

List of pages with corresponding data on traffic, value, keywords, top keyword, etc

Many of these topics will make sense for a content hub.

Learn more: Content Hubs for SEO: How to Get More Traffic and Links With Topic Clusters

Backlinks are one of Google’s top ranking factors, but getting high-quality ones is easier said than done. It’s arguably one of the most challenging parts of SEO.

For that reason, before you start trying to build more backlinks to a page, it’s worth checking whether this is likely to help.

For example, if you plug our guide to SEO analytics into Site Explorer, you see it has backlinks from 57 referring domains (websites):

Overview of Ahrefs' guide to SEO analytics, via Ahrefs' Site Explorer

This page currently ranks #2 for its main target keyword:

Our guide to SEO analytics ranks #2 for "seo analytics"

But if you check the top-ranking pages for that keyword in Keywords Explorer, you see that the page outranking us has significantly fewer referring domains.

Top-ranking pages for "seo analytics," via Ahrefs' Keywords Explorer

These numbers don’t consider backlink quality, so it could be the case that the top-ranking page outranks us because it has more high-quality backlinks. But generally speaking, it doesn’t look like a lack of backlinks is the issue.

On the other hand, if you look at the SERP for “what is seo,” you see that our page has significantly fewer backlinks than those outranking us.

SERP overview for "what is seo"

Building more backlinks is probably the way to go here.

7. Optimize internal links

Internal links are links from one page on your website to another.

Like backlinks, they transfer “link equity” from page to page. Unlike backlinks, you have complete control over where and how you internally link on your website. That’s why a popular SEO technique is to point more internal links at pages that need a boost.

To find these pages, plug your domain into Site Explorer, go to the Organic keywords report, and filter for keyword rankings between 2–10.

Organic keywords report results, via Ahrefs' Site Explorer

You can then sift through this report for your main target keywords.

For example, we rank #7 for “off page seo.”

Ahrefs blog ranks #7 for "off page seo"

To find relevant and contextual internal link opportunities for this page, we can add it to the target page filter in the Link opportunities report in Ahrefs’ Site Audit.

Link opportunities report results, via Ahrefs' Site Audit

In this example, the report suggests we internally link a contextual mention of “off-page seo” in our on-page SEO guide.

Learn more: Internal Links for SEO: An Actionable Guide

Broken backlinks are a common problem because people often delete or move pages over time. Unless you redirect these pages to their new URLs, any backlinks pointing to the old ones will effectively point to nowhere.

Here’s how to find broken pages with backlinks on your site:

  1. Paste your domain into Site Explorer
  2. Go to the Best by links report
  3. Add a “404 not found” filter
  4. Sort the report by referring domains from high to low

For example, we have backlinks from 57 referring domains pointing to the old URL for our SEO Toolbar.

Data shows 57 backlinks pointing to old URL

Given that our “SEO toolbar” page still exists, we can reclaim those backlinks by redirecting the old URL to the new one.

Learn more: How to Find and Fix Broken Links

Ranking high on Google is only part of the battle. You also need to entice searchers to click on your result.

Here are a couple of ways to do this:

  1. Write a compelling title tag and meta description
  2. Add schema markup for rich snippet eligibility

Google often shows title tags and meta descriptions in the search results, so making them as compelling as possible without creating clickbait is important.

Example of title tag and meta description on a Google SERP

Here are a few tips:

  • Match search intent
  • Avoid truncation (use a free SERP snippet optimizer like this one to check)
  • Address the searcher directly
  • Include your main keyword

You can also use schema markup to make pages eligible for rich snippets. This is where Google shows additional information below the search snippet, such as review ratings and FAQs.

Example of rich snippet on a Google SERP

Given that these optimizations take time, it’s worth prioritizing pages with the most search traffic. You can find these in Google Search Console or get an estimate using the Top pages report in Ahrefs’ Site Explorer.

Top pages report results, via Ahrefs' Site Explorer

10. Optimize for featured snippets

Featured snippets are short answers that show in some search results. Google pulls them from one of the top-ranking pages.

Example featured snippet on a Google SERP

You can effectively shortcut your way to the top of Google by winning featured snippets. But first, you need to find the best opportunities.

Here’s how to do it:

  1. Enter your domain into Site Explorer
  2. Go to the Organic keywords report
  3. Filter for top 10 rankings
  4. Filter for SERPs with featured snippets where you don’t rank

You should now see all the keywords you rank for in the top 10, where Google shows a featured snippet from another result.

Organic keywords report results, via Ahrefs' Site Explorer

For example, we rank #2 for “google operators,” but Google pulls the featured snippet from another page.

SERP overview showing Google pulls the featured snippet from a competitor

There’s no exact science to winning featured snippets, but you’re unlikely to do so unless your page has the information Google wants to see.

For example, it’s clear that Google wants a short definition here, but our page doesn’t have one.

Google SERP for search term "google operators"; notably, featured snippet shows a succinct definition

While adding one to our page doesn’t guarantee Google will choose us for the featured snippet, it will improve our chances.

Final thoughts

Getting more search traffic to your website is about ranking higher for existing keywords, ranking for more keywords, or getting more clicks. There are plenty of SEO techniques you can use to do that. These are just a few of them.

If you want more, read our list of SEO tips.

Got questions? Ping me on Twitter.

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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


Featured Image: sockagphoto/Shutterstock



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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

Featured Image by Shutterstock/ICONMAN66

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

This post was sponsored by DebugBear. The opinions expressed in this article are the sponsor’s own.

Keeping your website fast is important for user experience and SEO.

The Core Web Vitals initiative by Google provides a set of metrics to help you understand the performance of your website.

The three Core Web Vitals metrics are:

This post focuses on the recently introduced INP metric and what you can do to improve it.

How Is Interaction To Next Paint Measured?

INP measures how quickly your website responds to user interactions – for example, a click on a button. More specifically, INP measures the time in milliseconds between the user input and when the browser has finished processing the interaction and is ready to display any visual updates on the page.

Your website needs to complete this process in under 200 milliseconds to get a “Good” score. Values over half a second are considered “Poor”. A poor score in a Core Web Vitals metric can negatively impact your search engine rankings.

Google collects INP data from real visitors on your website as part of the Chrome User Experience Report (CrUX). This CrUX data is what ultimately impacts rankings.

Image created by DebugBear, May 2024

How To Identify & Fix Slow INP Times

The factors causing poor Interaction to Next Paint can often be complex and hard to figure out. Follow this step-by-step guide to understand slow interactions on your website and find potential optimizations.

1. How To Identify A Page With Slow INP Times

Different pages on your website will have different Core Web Vitals scores. So you need to identify a slow page and then investigate what’s causing it to be slow.

Using Google Search Console

One easy way to check your INP scores is using the Core Web Vitals section in Google Search Console, which reports data based on the Google CrUX data we’ve discussed before.

By default, page URLs are grouped into URL groups that cover many different pages. Be careful here – not all pages might have the problem that Google is reporting. Instead, click on each URL group to see if URL-specific data is available for some pages and then focus on those.

1716368164 358 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of Google Search Console, May 2024

Using A Real-User Monitoring (RUM) Service

Google won’t report Core Web Vitals data for every page on your website, and it only provides the raw measurements without any details to help you understand and fix the issues. To get that you can use a real-user monitoring tool like DebugBear.

Real-user monitoring works by installing an analytics snippet on your website that measures how fast your website is for your visitors. Once that’s set up you’ll have access to an Interaction to Next Paint dashboard like this:

1716368164 404 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Interaction to Next Paint dashboard, May 2024

You can identify pages you want to optimize in the list, hover over the URL, and click the funnel icon to look at data for that specific page only.

1716368164 975 Optimizing Interaction To Next Paint A Step By Step GuideImage created by DebugBear, May 2024

2. Figure Out What Element Interactions Are Slow

Different visitors on the same page will have different experiences. A lot of that depends on how they interact with the page: if they click on a background image there’s no risk of the page suddenly freezing, but if they click on a button that starts some heavy processing then that’s more likely. And users in that second scenario will experience much higher INP.

To help with that, RUM data provides a breakdown of what page elements users interacted with and how big the interaction delays were.

1716368164 348 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Elements view, May 2024

The screenshot above shows different INP interactions sorted by how frequent these user interactions are. To make optimizations as easy as possible you’ll want to focus on a slow interaction that affects many users.

In DebugBear, you can click on the page element to add it to your filters and continue your investigation.

3. Identify What INP Component Contributes The Most To Slow Interactions

INP delays can be broken down into three different components:

  • Input Delay: Background code that blocks the interaction from being processed.
  • Processing Time: The time spent directly handling the interaction.
  • Presentation Delay: Displaying the visual updates to the screen.

You should focus on which INP component is the biggest contributor to the slow INP time, and ensure you keep that in mind during your investigation.

1716368164 193 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Components, May 2024

In this scenario, Processing Time is the biggest contributor to the slow INP time for the set of pages you’re looking at, but you need to dig deeper to understand why.

High processing time indicates that there is code intercepting the user interaction and running slow performing code. If instead you saw a high input delay, that suggests that there are background tasks blocking the interaction from being processed, for example due to third-party scripts.

4. Check Which Scripts Are Contributing To Slow INP

Sometimes browsers report specific scripts that are contributing to a slow interaction. Your website likely contains both first-party and third-party scripts, both of which can contribute to slow INP times.

A RUM tool like DebugBear can collect and surface this data. The main thing you want to look at is whether you mostly see your own website code or code from third parties.

1716368164 369 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Domain Grouping in DebugBear, May 2024

Tip: When you see a script, or source code function marked as “N/A”, this can indicate that the script comes from a different origin and has additional security restrictions that prevent RUM tools from capturing more detailed information.

This now begins to tell a story: it appears that analytics/third-party scripts are the biggest contributors to the slow INP times.

5. Identify Why Those Scripts Are Running

At this point, you now have a strong suspicion that most of the INP delay, at least on the pages and elements you’re looking at, is due to third-party scripts. But how can you tell whether those are general tracking scripts or if they actually have a role in handling the interaction?

DebugBear offers a breakdown that helps see why the code is running, called the INP Primary Script Invoker breakdown. That’s a bit of a mouthful – multiple different scripts can be involved in slowing down an interaction, and here you just see the biggest contributor. The “Invoker” is just a value that the browser reports about what caused this code to run.

1716368165 263 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Invoker Grouping in DebugBear, May 2024

The following invoker names are examples of page-wide event handlers:

  • onclick
  • onmousedown
  • onpointerup

You can see those a lot in the screenshot above, which tells you that the analytics script is tracking clicks anywhere on the page.

In contrast, if you saw invoker names like these that would indicate event handlers for a specific element on the page:

  • .load_more.onclick
  • #logo.onclick

6. Review Specific Page Views

A lot of the data you’ve seen so far is aggregated. It’s now time to look at the individual INP events, to form a definitive conclusion about what’s causing slow INP in this example.

Real user monitoring tools like DebugBear generally offer a way to review specific user experiences. For example, you can see what browser they used, how big their screen is, and what element led to the slowest interaction.

1716368165 545 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a Page View in DebugBear Real User Monitoring, May 2024

As mentioned before, multiple scripts can contribute to overall slow INP. The INP Scripts section shows you the scripts that were run during the INP interaction:

1716368165 981 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP script breakdown, May 2024

You can review each of these scripts in more detail to understand why they run and what’s causing them to take longer to finish.

7. Use The DevTools Profiler For More Information

Real user monitoring tools have access to a lot of data, but for performance and security reasons they can access nowhere near all the available data. That’s why it’s a good idea to also use Chrome DevTools to measure your page performance.

To debug INP in DevTools you can measure how the browser processes one of the slow interactions you’ve identified before. DevTools then shows you exactly how the browser is spending its time handling the interaction.

1716368165 526 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a performance profile in Chrome DevTools, May 2024

How You Might Resolve This Issue

In this example, you or your development team could resolve this issue by:

  • Working with the third-party script provider to optimize their script.
  • Removing the script if it is not essential to the website, or finding an alternative provider.
  • Adjusting how your own code interacts with the script

How To Investigate High Input Delay

In the previous example most of the INP time was spent running code in response to the interaction. But often the browser is already busy running other code when a user interaction happens. When investigating the INP components you’ll then see a high input delay value.

This can happen for various reasons, for example:

  • The user interacted with the website while it was still loading.
  • A scheduled task is running on the page, for example an ongoing animation.
  • The page is loading and rendering new content.

To understand what’s happening, you can review the invoker name and the INP scripts section of individual user experiences.

1716368165 86 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Component breakdown within DebugBear, May 2024

In this screenshot, you can see that a timer is running code that coincides with the start of a user interaction.

The script can be opened to reveal the exact code that is run:

1716368165 114 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of INP script details in DebugBear, May 2024

The source code shown in the previous screenshot comes from a third-party user tracking script that is running on the page.

At this stage, you and your development team can continue with the INP workflow presented earlier in this article. For example, debugging with browser DevTools or contacting the third-party provider for support.

How To Investigate High Presentation Delay

Presentation delay tends to be more difficult to debug than input delay or processing time. Often it’s caused by browser behavior rather than a specific script. But as before, you still start by identifying a specific page and a specific interaction.

You can see an example interaction with high presentation delay here:

1716368165 665 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the an interaction with high presentation delay, May 2024

You see that this happens when the user enters text into a form field. In this example, many visitors pasted large amounts of text that the browser had to process.

Here the fix was to delay the processing, show a “Waiting…” message to the user, and then complete the processing later on. You can see how the INP score improves from May 3:

1716368165 845 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of an Interaction to Next Paint timeline in DebugBear, May 2024

Get The Data You Need To Improve Interaction To Next Paint

Setting up real user monitoring helps you understand how users experience your website and what you can do to improve it. Try DebugBear now by signing up for a free 14-day trial.

1716368165 494 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Core Web Vitals dashboard, May 2024

Google’s CrUX data is aggregated over a 28-day period, which means that it’ll take a while before you notice a regression. With real-user monitoring you can see the impact of website changes right away and get alerted automatically when there’s a big change.

DebugBear monitors lab data, CrUX data, and real user data. That way you have all the data you need to optimize your Core Web Vitals in one place.

This article has been sponsored by DebugBear, and the views presented herein represent the sponsor’s perspective.

Ready to start optimizing your website? Sign up for DebugBear and get the data you need to deliver great user experiences.


Image Credits

Featured Image: Image by Redesign.co. Used with permission.

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