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Google’s Top 3 Metrics For Evaluating User Experience

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Google's Top 3 Metrics For Evaluating User Experience

Core Web Vitals (CWV) are a set of metrics developed by Google to measure the user experience of site visitors.

They provide an idea of how well a webpage performs and help identify areas needing improvement.

Google offers several metrics for measuring page performance that is called Web Vitals, which are different from Core Web Vitals. Web Vitals provides a granular technical view of webpage performance.

The Core Web Vitals are a subset of the Web Vitals that measure the user experience interactions that are common to site visitors regardless of what kind of site they are visiting.

Specifically, Google identifies the core user experience needs as loading, interactivity, and visual stability.

All websites should strive for high Core Web Vitals scores.

According to Google:

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“Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web.

Site owners should not have to be performance gurus in order to understand the quality of experience they are delivering to their users.

The Web Vitals initiative aims to simplify the landscape, and help sites focus on the metrics that matter most, the Core Web Vitals.”

Measuring User Experience With Core Web Vitals

The following three metrics measure the quality of site visitor user experience:

  • Largest Contentful Paint: Measures the perceived page load speed and represents the amount of time it takes for the largest block of content to load (text or image).
  • First Input Delay: Measures the amount of delay from when a site visitor first interacts with the page to the moment the browser can respond to the interaction
  • Cumulative Layout Shift: Measures the stability of a webpage as it’s downloading, offering feedback on how much the page layout shifts.
Screenshot from web.dev/vitals, August 2022

Google explains why these three metrics, in particular, are so important:

“Google believes that the Core Web Vitals are critical to all web experiences.

As a result, it is committed to surfacing these metrics in all of its popular tools..”

Related: Googler Explains Usability And User Experience Ranking Factors

Two Kinds Of Core Web Vitals Measurements

Google offers two kinds of Core Web Vitals measurements: Field Data and Lab Data.

Field Data

Field data are Core Web Vitals measurements taken from site visitors to webpages. The measurements happen in site visitors using a Chrome browser who have opted into sending their anonymized user experience data to Google.

The user experience data creates the Chrome User Experience Report (CrUX).

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It does not include Page level data until it reaches at least 1,000 monthly visits to that page.

You can find field data collected as part of the Chrome User Experience Report using Google’s PageSpeed Insights tool.

Search Console also shows field data, reported in a manner that makes it easy to view URLs aggregated by the three Core Web Vitals metrics.

Data Studio CrUX dashboard visualizes the CrUX data (more information here).

Lab Data

Lab data consists of simulated Core Web Vitals scores.

The purpose of lab data-generated reports is to receive diagnostic information to improve webpage speed scores.

Because there’s a slight variance each time a test runs, many people will run at least three tests and then average the score.

The Core Web Vitals lab data scores are also available through the PageSpeed Insights tool, as well as any other third-party tool that utilizes the Chrome  Lighthouse tool.

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A headless Chrome bot is sent to a webpage to download and simulate the data.

The Lighthouse tool applies artificial throttling to simulate a mobile device downloading the webpage on a mobile phone connection.

This is how the lab data simulation works:

“These exact figures are defined in the Lighthouse constants and used as Lighthouse’s throttling default.

They represent roughly the bottom 25% of 4G connections and top 25% of 3G connections (in Lighthouse this configuration is currently called “Slow 4G” but used to be labeled as “Fast 3G”).

This preset is identical to the WebPageTest’s “Mobile 3G – Fast” and, due to a lower latency, slightly faster for some pages than the WebPageTest “4G” preset.”

There are four kinds of simulated network throttling for those interested in the details of throttling.

1. Simulated throttling. This is what’s used by the Lighthouse tool.

2. Applied throttling. This is called Request-level throttling but is referred to as Applied Throttling in the Chrome Dev Tools. According to documentation, this throttling isn’t as accurate, so the Lighthouse algorithm compensates for that.

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3. Proxy-level throttling. This does not affect UDP and therefore is not ideal.

4. Packet-level throttling. This is the most accurate form of throttling, but it can also result in more variances between tests. The third-party WebPage Test uses this form of throttling.

How To Measure Core Web Vitals

Field Data

As mentioned, field data is Core Web Vitals metrics collected from site visitors.

Google Search Console offers the Chrome User Experience Report (CrUX) data.

PageSpeed Insights also provides CrUX field data.

Lab Data

PageSpeed Insights and Chrome Dev Tools (under the audit panel) offer simulated lab Core Web Vitals data.

Third-party measurement tools that use Chrome Lighthouse also provide Core Web Vitals Lab data.

A partial list of free and primarily free third-party speed testing tools:

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Related: Making SEO & User Experience Work Together

What About Other Page Speed User Experience Metrics?

As crucial as the Core Web Vitals are, they’re not the only user experience metrics to analyze.

An expanded set of metrics called Web Vitals is available through tools like PageSpeed Insights.

Google has recently announced a new metric called Interaction to Next Paint.

Interaction to Next Paint is a metric that measures how long it takes to interact with the entire web page, which Google refers to with the phrase, overall interaction latency.

Source: Chromium Blog

More Resources:


Featured Image: Myroslava Gerber/Shutterstock

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LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack

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LinkedIn Professionals Share Their Best Unusual LinkedIn Marketing Hack

LinkedIn is a great place to grow your business.

In the last 12 months, 93% of B2B marketers have used the platform the most to distribute content organically. LinkedIn also topped the same survey for producing the best results.

The same study reveals content marketers are also spending more on paid content promotion. The top platform where they’re spending? Linkedin.

Businesses can also use the network for marketing to and reaching potential customers. In fact, there are more than 1 billion interactions on LinkedIn Pages every month.

With these figures, there’s no denying the power of this social media platform to drive engagement and boost brand awareness.

Are you ready to take your LinkedIn marketing game to the next level but unsure where to begin?

Here are clever LinkedIn tips from seven LinkedIn pros to boost your marketing efforts.

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Leverage LinkedIn Live

Thomas J. Armitage

Sales Executive, Site-Seeker

LinkedIn is the ultimate B2B playground. It’s like a professional conference that’s never-ending.

Live Streams, in particular, continue to be underutilized. That’s because people starve for valuable learning material.

With Live Streams, thought leaders can bypass the headaches typically involved in traditional webinar setups. No landing pages or sign-up forms are needed. You can easily promote the event through sharing and invitations, too.

Although you’ll need a third-party streaming software, most play nicely with LinkedIn.

And Live Streams are a great way to break the monotony of text posts and engage with your audience on a more personal level.

Make sure you identify a niche topic. Write a strong description that includes who the stream is for.

Invite users you know will find it worthwhile. And make sure to promote – both before the event, as well as after, since the full video will be available for playback.


Level Up Your Content Strategy

Adam Houlahan Adam Houlahan

LinkedIn Expert at Prominence Global, Author of “Influencer – The 9 Step Guide to Becoming Highly Influential in Any Industry”

The most effective strategy for LinkedIn lead generation that delivers consistent long-term results is Algorithmically Aligned Content.

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Only 1% of the 850+ million members of LinkedIn share content regularly (weekly). Less than 1% of that 1% truly understand and share content that LinkedIn sees as valuable to its membership and organically promotes for you.

Share content that creates conversations on the platform and shows you are the authority in your area of expertise without solving your audiences’ problems for them.

I call it “Know How,” with “No How” content.

Consistently implement this content strategy, and your ideal clients will gravitate to you to solve their problems.

Felipe Bazon Felipe Bazon

Chief SEO Officer, Hedgehog Digital

Back in 2017, I decided that the only social network that I would use professionally was going to be Linkedin.

Since then, I have been posting weekly (sometimes daily) posts related to SEO strategies, techniques, and insights.

This has helped build my network and reach decision makers who see my posts and get in contact through the platform or our website to fill in the contact form.

These leads that turned into clients have contributed to the exponential growth we have had since we opened up our office in Brazil.

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Being a well-known SEO down here, I’ve exploited these to our advantage; all leads came from my personal account, not the company’s.

We do have a business page for U.K. and Brazil and do some Linkedin ads to promote some stuff, but it is through the personal profile that the magic happens.

Since then, my posts are averaging:

  • 4,000 views
  • 100 interactions (likes and comments)
  • Five to seven organic leads per month

My tips are:

  • Consistency and frequency. Aim for at least a couple of posts each week.
  • Avoid sharing links on your posts; leave them in the comments. This increases the reach of your posts by at least 30%. For instance, if you want to share a new article from the blog, do a post talking about the subject and say, “We’ve written a complete guide about X, and you can find the link to it in the comments.
  • Don’t be shy in sharing insights, thoughts, and results. The community loves these types of posts. These tend to get loads of interactions.

Optimize Your Page

Virginie Cantin Virginie Cantin

LinkedIn Coach – VirginieCantin.com, Wall Street Journal bestselling author of “60 Days to LinkedIn Mastery”

My personal hack uses the experience section to highlight my services and activities. So instead of having a single job title such as “Founder,” I will have several job titles under my LinkedIn company page for each “hat” I’m wearing in my company.

I have a job title for my 1:1 coaching service, LinkedIn PEELING. Another job title is dedicated to my online course, LinkedIn BREAK-IN. Then, I use a separate job title to highlight that I’m a Wall Street Journal bestselling author.

Last but not least, I have a fourth job title that aims at getting me found by people looking for speakers and podcast guests.

The beauty of having several job titles is that you can optimize every single one of them for the algorithm so that people looking for a specific service or author, or podcast guest can easily find you.

Andy Foote Andy Foote

Advanced LinkedIn Strategies Coach

LinkedIn makes it really difficult to know who your “Super Fans” and potential “Super Fans” are; it’s as if they don’t want you to build any kind of base.

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You can see this with how they treat followers; they’re not ‘following’ at all – because an algorithm inserts itself between you and folks who have voted to see your content.

Fortunately, there’s software on the market (peakAboo by Daniel Hall) that provides juicy data on everyone who has commented on your LinkedIn posts. This helps me to know who solidly supports me and, more importantly, people who commented only a few times.

It’s the latter category I want to target and figure out a way to convert them into persistent supporters, a.k.a. “Super Fans.”


Prioritize Human-Centric Approach

Sandra Long Sandra Long

LinkedIn Trainer & Speaker – Post Road Consulting, Author of “LinkedIn for Personal Branding: The Ultimate Guide”

Activate your employee team. Make sure your team’s LinkedIn profiles are co-branded and focused on client problem-solving instead of recruiter oriented.

Encourage the team to search and connect with coworkers, clients, and prospects. Train your team to build relationships with thoughtful, helpful comments and personalized messages.

Say no to automation. Train them to engage, inspire, and motivate their professional networks with valuable comments, original posts, and shared or reposted company page content.

Develop a company hashtag and communicate how to use it on LinkedIn. Most importantly, build your team’s confidence and make it fun!

Josh Steimle Josh Steimle

Founder of the LinkedIn agency BlueMethod, Author of the WSJ & USA Today bestselling book “60 Days to LinkedIn Mastery”

LinkedIn helps me solve my biggest challenges as an entrepreneur, whether it’s sales, recruiting, or finding partners.

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LinkedIn has easily produced millions of dollars in value for me.

Even though I wrote a book on LinkedIn with 60 tips in it, everything I teach in my book can be summarized in two words: Be human. It’s the best LinkedIn hack.

Too many are trying to imitate robots on LinkedIn by sending out spam messages, posting content but never engaging with commenters, and avoiding the time-consuming, truly creative work of one-to-one communication. But that’s where LinkedIn performs best!

When you use LinkedIn to talk directly with others, like a normal human being, that’s the moment when LinkedIn becomes indispensable.

Takeaway

As the world’s largest online professional network, Linkedin makes a remarkable addition to your social media marketing strategy.

Remember to take advantage of LinkedIn features and be consistent – all while offering value and nurturing relationships.

Armed with these tips, you’re bound to thrive on the LinkedIn feed and reap the rewards.

More Resources:

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Featured Image: 1st footage/Shutterstock

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