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Google’s Top 3 Metrics For Evaluating User Experience



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:


“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, 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).


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.


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.


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:


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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In-house SEO vs outsourced agency talent: Who wins the debate?



In-house SEO vs outsourced agency talent Who wins the debate

30-second summary:

  • SEO involves a lot of tasks, processes, and technicalities that are hard to master and manage
  • Investing in an in-house team can have lots of advantages, like building specialized talent, greater control over performance, productivity, brand and process alignment
  • However, outsourcing to an SEO agency may not deliver the above-mentioned benefits but can be easier on your marketing budget and overheads
  • So, how do you identify the right fit for your business?

There are too many parts of SEO and many of those parts are constantly moving and changing. The more a site grows, the more challenging SEO is going to be. So what’s a better approach: to start building your own in-house SEO team or rely on an agency or freelancers?

Let’s see…

Pros and cons of building your own team

Pro #1: You build your own internal talent and knowledge

Your team is your biggest asset. Your company is only as good as the people behind it. These are all cliches but they hold true.

Having an in-house team to rely on makes your SEO strategy more consistent and aligned with your company’s culture and your product positioning strategy. Plus, there is a smoother flow of ideas and communication that leads to better results. You also stand to gain from the cross-pollination of talent that feeds into innovation and greater problem-solving.

Con #1: Talents tend to move on

There’s one huge issue with talented people: They tend to overgrow their employing businesses, and they do that pretty quickly.

It often becomes hard (and expensive) to keep the talent, even if your organization was the one that grew it.


Pro #2: You hold someone responsible

If you are good at hiring, you will likely find someone responsible who will take their training and tasks seriously. The person will have clear ownership which makes everyone’s lives easier and your business more effective. 

Any business initiative is going to be successful only if there’s someone inside the company to “own” it.

In-house teams are easier to control, you can ask for and obtain reports within a day. You can ask for clarifications without running out of your billable hours.

Con #2: It is expensive

Not many businesses can afford to have an internal SEO that has nothing but SEO… Apart from regular and inevitable payroll, there are also HR processes that contribute to the overall expenses. And let’s not forget about employee insurance and other benefits.

Yes, growing your own team is generally a great investment but only if your budget allows it. Plus, there’s always a risk your investment will simply leave your company one day (see above).

Pro #3: You own your data

Privacy is a big issue when it comes to letting anyone do marketing for you. On the other hand, you can also control the technology and privacy much more efficiently ensuring that your data is accessible to your internal team only.

Additionally, when you outsource anything, you will inevitably miss lots of data, like contacts that were acquired, templates that worked better, and other assets.

When you have the work done internally, you end up accumulating contacts you can rely on going forward. You also eventually build your own data and find innovative ways to build it into your search marketing strategy.


Con #4: It is slower

Unless you have a huge team, SEO tasks will pile up. They are very hard to organize and scale without outside help because there are too many variables and most of them are done on a continuous and regular basis.

Relying on freelancers to outsource SEO tasks is often the only way to get things done and free some time for looking into analytics to align your SEO strategy better.

Pro #5: The process can be better integrated

SEO is no longer an island. It can only be really effective if it is well-integrated into all processes within an organization, including product development, IT, sales, and customer support.

The intersection of digital and physical consumer experiences is also a strong reason as to why SEO needs to have strong integration with digital marketing, martech, and sales. Your business can achieve its goals only if it has a unified footprint.

Con #5: You cannot build a team that is good at everything

The biggest problem with SEO is that there are several moving parts that require absolutely different training and skill sets.

Remember the graph?

SEO graph and relativitySource: Anthony Palomarez

SEO always includes content creation and optimization, technical support, and link building (which normally includes email outreach, relationship building, and linkable asset creation which, in turn, involves graphic design or video production tasks).

If you need to understand all of these moving parts better, I have a simplified flow chart for you:

the scope of SEO

Let’s not forget that many of those parts will have to evolve based on ever-changing Google guidelines and ever-developing search algorithms that are hard to keep up with.


With such a variety of skills required, building a team that would handle almost everything is next to impossible, even for corporate entities.

Of course, today’s technology makes it much easier. You don’t have a web developer to build a landing page, or handle on-page SEO essentials. You don’t have to be a graphic designer to create visuals, or even put together an effective lead magnet.

But even with smart technology, to handle all the parts of an SEO strategy you will need a pretty huge team, which is – again – expensive.

The truth is somewhere in the middle

The takeaway from the above is somewhat of a dilemma: You want a team to control something that you may never be able to control.

The best solution is usually in the middle:

  • Hire an SEO manager who has thorough SEO knowledge
  • Let that SEO manager find companies and freelancers to outsource different moving parts to

This means having an SEO manager who is brilliant at both SEO and project management.

Yes, it will take time to find the right person but finding the right person is never easy. 

It is well worth your time though:

  • Your in-house person will be able to “translate” any SEO jargon to you whenever you need to understand what is going on
  • You will have someone owning the strategy and process 
  • There will be a person who will be inside your company to ensure your SEO strategy is aligned with your overall product positioning strategy and include other teams in the SEO processes

In reality, if you want your SEO strategy to deliver results, you need both: An internal person (or a team) and someone outside your company to rely on. This is not a question of choosing one.


Managing SEO is hard. Don’t feel discouraged. There’s no valid alternative to organic search traffic. Find the right person who will be able to manage the process for you and find reliable partners to outsource different SEO tasks to. This way you will keep the strategy under control while still being able to afford it. Good luck!


Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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