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What It Is, Why Use It, and How to Get Started

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A few years ago, I worked at ReferralCandy, a referral program SaaS company. 

The ReferralCandy blog was popular. We were publishing tons of content and getting significant traffic. But none of our content mentioned the product or any of the product’s features. 

Looking back, I think it was possible—at least in my opinion—to consume every article on the blog and yet still have no idea what ReferralCandy did. 

Don’t get me wrong. This is not an indictment of my previous workplace’s content marketing strategy. In fact, if you consider the timeframe, it wasn’t even “wrong.” Back then, the prevailing sentiment was that content wasn’t supposed to “sell,” only educate. 

Many companies were doing the same thing—creating content, generating tons of traffic, yet failing to promote their products or features.

But this all changed after I watched Tim’s Blogging for Business course.

I discovered product-led content.

What is product-led content?

Product-led content is content that helps the reader solve their problems using your product. 

This is not a hard sell. It’s not an aggressive pitch either—we’re not pulling people to the back of the room to buy our products like a personal development seminar. Instead, it’s done naturally by strategically weaving your product and its use cases into the narrative of your content. 

Here’s an example of how this works. We recently published a list of ways to get backlinks.

Under each tactic, we explain how you can find different link opportunities and prospects you can pitch. But to do that, you need a tool like Ahrefs. So, as we explain each step, we also show the reader how to use our tool to execute them.

Example of product-led marketing on the Ahrefs blog.

And this is how we naturally insert our product into the problem-solving narrative. 

What is not product-led content?

Not every piece of content you create around your product is product-led content. 

Some content, like help articles, product-related announcements, and landing pages, has other purposes like directly promoting your product. This is not product-led content. 

Why is product-led content important?

Below are two reasons why product-led content is important.

1. Acquire new customers

A big issue for potential customers is that they usually have no idea how your product works or how it helps solve their problems. This is especially true for software.

This is compounded by the fact that many companies do not mention their product in their content. So, even as prospects are consuming content, they still end up in a state where they know nothing about what the company sells. 

They may often even have to watch a demo video to figure out how everything works. That’s all fine and dandy, but given that demo videos are usually generic, they may not understand if and how your product works to solve their particular set of problems. 

However, if you create product-led content and it ranks high on Google, customers actually seek out solutions to problems themselves and might start to see how your product solves their issues.

This makes it easier for them to decide if they want to work with you. It also keeps your brand top-of-mind since they know everything about how your product works. Later on, when they decide to buy, familiarity with your product helps them convert to a paying customer.

2. Retain customers

Even if customers have bought your product, they may not fully utilize it. 

Product-led content helps continue their education and ensures your customers use your product to its full potential—keeping your customers happy. 

Is product-led content right for me?

Content marketing is ultimately a marketing channel. Its goal is to help you acquire more customers and retain them. 

So, while content marketing is about creating great content, you should also be mindful that it should help promote your product. 

Think about it: If your product can truly help someone out with their problems, you’re doing them a disservice by not letting them know.

Furthermore, by not daring to pitch or mention your product in your content, you’re also signaling to your audience that your product is not good enough to solve their problem. 

How to create product-led content

Ready to get started with product-led content? Here’s how to create it. 

1. Know your product really well

There’s no way around it: To create excellent product-led content, you have to know your product inside out. And this isn’t just for product marketers. All marketers should know their product well. 

You should know your product’s features, use cases, and how it solves your target audience’s problems. 

Put simply, you have to eat your own dog food.

For example, many years back, the Shopify marketing team famously created multiple case studies on how they used their own ecommerce platform to set up a business and start selling products. (And they actually made money!)

Excerpt from the Shopify case study.

At Ahrefs, new marketing team members are expected to complete our academy courses (especially the Certification course.) Plus, they don’t actually join the marketing team directly. They work in our customer support team for at least three months before “graduating” to the marketing team. 

Not only does this ensure that everyone on the team interacts with customers directly and understands their pain points, it also turns all of us into Ahrefs experts. 

2. Find topics with search traffic potential

The content you create will not get readers right away. It has to be promoted. And while there are many ways to promote your content, SEO is the channel we focus on. 

For as long as your content ranks high on Google, you’ll be able to get traffic continuously over the long term. 

How do you do this?

To get traffic from Google, you have to target topics people search for. You also have to look for topics where your target audience wants solutions to problems, i.e., looking to learn, not buy. (After all, if they’re looking to buy, then you’re no longer creating product-led content but simply a sales or landing page.)

Here’s how to find these topics:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter one or a few keywords relevant to your business
  3. Go to the Matching terms report
The Matching Terms report in Ahrefs' Keywords Explorer.

Generally speaking, topics where people are looking to learn usually contain question modifiers such as why, how, what, etc. 

Let’s switch the tab to Questions to see these. 

The Questions report in Ahrefs' Keywords Explorer.

Here, we see around ~195,000 topics that we could potentially target. Eyeball the list and pick out those that are relevant and have traffic potential (look at the TP column.)

There are also plenty of informational keywords that do not contain a question modifier. While 195,000 keywords is plenty to target, you can look for more by eyeballing the entire report to see if there are potential topics without modifiers.

For example, doing this shows us a few topics that we could potentially target, such as “SEO course” and “SEO checklist.” Neither contains any question words. 

Potential keywords for us to target with product-led content.

Recommended reading: Keyword Research: The Beginner’s Guide by Ahrefs

3. Prioritize them using ‘business potential’

Creating product-led content is an art. You have to naturally weave your product use cases into your content through smart copywriting and yet not look like you’re “overselling.”

The trick we use at Ahrefs is to focus only on topics that our product can solve. This way, we don’t look like we’re unnaturally shoehorning our product—we’re simply offering the best solution to that problem. 

How do we do this? We use a ‘business potential’ score. 

The Business Potential scale we use at Ahrefs.

By prioritizing topics that score a “2” or “3,” we make sure that mentions of our product are natural. 

Recommended viewing: How to Prioritize Your List of Content Ideas

4. Create product-led content that ranks

With a list of high business potential topics to target, it’s time to create product-led content that ranks in Google for those topics.

The simplest way to get started is by following the steps in this video.

Don’t forget that your goal here is to create product-led content. So, wherever possible—and as naturally as possible—include mentions of your product within the content. Show your readers—with screenshots, GIFs, and videos—how to execute particular steps with the help of your product. Teach them explicitly how to solve problems using your product. 

Targeting high business potential topics makes creating product-led content easier, but naturally weaving your product into the narrative depends on your copywriting skills. 

Remember not to oversell either. If your product isn’t a good fit for a particular point, don’t force it. You want to be confident about what you’re offering, but not to the point where you’re bordering on lying.

Finally, ranking your content on the first page of Google will require you to acquire links. Learn how to do that in this beginner’s guide to link building or watch this video.

Sidenote.

If you have existing content already targeting high business value topics, update or rewrite them to include your product. 

Product-led content examples

Looking for successful examples of how companies have used product-led content? Here are three to be inspired by.

1. Ahrefs

Alex Birkett, the co-founder of content marketing agency Omniscient Digital, writes:

Ahrefs is the king of Product-Led Content. Actually, you know that whole Product-Led Growth trend that is buzzy right now? Where a bunch of marketing-first SaaS companies changed nothing about their strategy or go-to-market and suddenly called themselves “Product-Led?”

Well, Ahrefs truly is one of those rare creatures who I truly consider product-first, and not simply because they have employees who want to be thought leaders and ride an emerging wave.

Alex Birkett

If you’re wondering how we used content marketing to grow our SaaS to 8-figures ARR, then this very article is basically a start-to-finish guide on how we do product-led content. 

2. Zapier

If we plug Zapier’s blog into Ahrefs’ Site Explorer and go to the Top pages report, we can see that the articles sending them the most traffic are “best [topic] apps”-style blog posts:

Pages sending the most traffic to Zapier, sorted by estimated monthly organic traffic in Ahrefs' Site Explorer.

Guess what? Zapier allows users to connect the different apps they use to automate workflow. 

So, if we click on one of these articles—for example, the one on best to-do list apps—we see that Zapier has featured many to-do apps that they integrate with. Not only that, they even featured the specific “zaps” you can connect using the app they mentioned:

Example of product-led marketing from Zapier.

And it goes on for every other featured app on the list:

Example of product-led marketing from Zapier.

This is a perfect example of how you can naturally mention your product in the content you’re creating. 

3. Beardbrand

Is product-led content for SaaS companies only? I don’t think so. Sure, SaaS companies typically have tons of features and use cases, making them easier to promote in content about a wide variety of topics. But B2C e-commerce companies can do product-led content too.

Take Beardbrand, for example. Beardbrand sells beard products like beard oil. And if we plug Beardbrand’s blog into Ahrefs’ Site Explorer and go to the Top pages report, we can see that their most-trafficked pages are beard-related (duh!):

Pages sending the most traffic to Beardbrand, sorted by estimated monthly organic traffic in Ahrefs' Site Explorer.

Clicking through to their article on the best beard styles, we see that they have naturally and creatively mentioned their products wherever possible.

For example, one of the beard styles is the “scruffy beard.” Rather than simply explaining what it is and moving on to the next point, Beardbrand expertly mentions how you might need a conditioning product (aka theirs) to relieve the itch:

Example of product-led marketing from Beardbrand.

The same goes for another beard style—the Verdi—where you might need a beard trimming scissors (and Beardbrand mentions they have one too):

Another example of product-led marketing from Beardbrand.

It’s not a hard sell. It’s done gently and naturally. Beardbrand simply mentions that they have the perfect product for the beard style you want. 

Final thoughts

Content marketing isn’t just for branding. It can be a customer acquisition channel too. 

Create product-led content that naturally promotes your product as the best-fit solution to the problems your customers are facing. 

Any questions or comments about product-led content? Let me know 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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