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You Must Unlearn What You Have Learned About B2C Content Marketing

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You Must Unlearn What You Have Learned About B2C Content Marketing

I’m a big fan of Robert Rose, the Chief Strategy Advisor of the Content Marketing Institute (CMI) and Chief Troublemaker of The Content Advisory.

He’s a content marketing pioneer and a thought leader in the field.

So, I was somewhat surprised to read his latest article, which is entitled, “B2C Marketers Treat Content Marketing as a Project; That’s a Mistake [New Research].”

I agree with his analysis of the strategic challenges facing B2C marketers because it’s based on the latest research from CMI and MarketingProfs.

According to the recently released “B2C Content Marketing Benchmark, Budgets, and Trends – Insights for 2023”:

  •  57% of B2C marketers say creating content that appeals to different target audiences is their biggest challenge.
  • 44% say it’s developing consistency with measurement.
  • And 40% say it’s differentiating our products/services from those of the competition.

But I respectfully disagree with his solution:

“Solving all three of these challenges centers around strategic content operations – setting a consistent long-term strategy to differentiate, developing a measurement plan that stands the test of time, and scaling to meet the needs of different audiences.”

Adding the word “strategic” before “content operations” may make it sound less tactical. But far too many people in content operations are narrowly focused on making their People, Process, and Technology (PPT) more efficient, not more effective.

And Rose says in his article,

“Efficiency involves changes to a process to remove friction. The question often assumes a working, standard operation providing value already exists. But if there is no repeatable standard operation, efficiency ends up meaning producing the same or more content with the same resources.”

He adds, “That rarely works out to be better for the business.”

So, I don’t want to pick a fight with him. I agree with him most of the time.

Besides, any jackass can kick a barn down, but it takes a good carpenter to build one – especially one that can withstand the economic crosswinds that B2C marketers will be facing this year.

That’s why I’m going to share some strategic insights and constructive criticism that I hope will be helpful to professionals with experience in content marketing at mid and large B2C organizations.

Spoiler alert: On some topics, you must unlearn what you have learned.

Creating Content That Appeals To Different Target Audiences

I’ve been reading the CMI’s annual “Content Marketing: Benchmarks, Budget and Trends” reports since the first one was published in September 2010.

And over the past 12 years, I’ve cited their latest findings in my content marketing webinars at Market Motive, digital marketing courses in the Rutgers Mini-MBA program, and content creation classes at the New Media Academy.

In October 2014, I learned from CMI’s research that the average number of audiences that B2C marketers target was four.

Now, market segmentation is one of the keys to success. But, I’ve often shared other research from “Why consumer intent is more powerful than demographics.”

Published in December 2015 by Think with Google, this research found 40% of baby product purchasers and 52% of baby product influencers lived in households without children.

That’s not the target demographic – or a secret society of cat ladies who dress like Miss Havisham. These people are often the baby’s grandparents, or sometimes the friends, cousins, and co-workers of the baby’s parents.

Image from Think With Google, December 2015

Then, I would tell students how to use Google Trends to explore consumer interest in a particular search term like “baby products.”

Next, I would ask them to scroll down to see the related queries.

Finally, I’d ask if they thought the people searching for “best baby products” were a different target audience than the people searching for “free baby products.”

Or if creating content that appealed to consumers interested in “baby hair products” would also appeal to consumers interested in “baby skin products.”

In January 2021, I learned from CMI’s research that 63% of B2C marketers had changed their messaging/targeting strategy in response to the pandemic, but only 18% had revisited their customer/buyer personas.

This meant many of them were probably putting the cart before the horse.

So, I showed my students how to use Find My Audience on YouTube to go beyond demographics to identify the in-market segments (i.e. the people actively researching or planning to purchase products or services in 20 categories) and affinity segments (i.e. the people whose interests and habits relate to what businesses in 12 categories offer) that mattered most to their businesses.

If 57% of B2C marketers now say creating content that appeals to different target audiences is their biggest challenge, then showing them different ways to segment their audiences and create consumer personas may be a better solution than telling them that making content operations more strategic will somehow help them with scaling to meet the needs of different audiences.

Why? As Rose himself says,

“Often the first sign of trouble in any content marketing approach is when you hear, ‘How do we get more efficient at content?’”

In other words, focus on doing the right things (effectiveness) before turning your attention to doing things right (efficiency).

Developing Consistency With Measurement

According to CMI’s latest research, 44% of B2C marketers say their biggest challenge is developing consistency with measurement.

Well, this is going to continue to be a challenge – particularly since Google’s Universal Analytics (UA) will stop processing data on July 1, 2023.

If their company hasn’t migrated to Google Analytics 4 (GA4) already, then it will take another 12 months before B2C marketers can compare this month’s results with the results for the same month last year.

Why?

Because UA, which Google introduced in October 2012, uses session-based data, while GA4 uses event-based data. And UA uses easily observable data from cookies, while GA4 uses cookieless measurement as well as behavioral and conversion modeling.

So, comparing data and metrics from UA with events and conversions in GA4 is like comparing little green apples with Sumo citrus oranges.

But this could be a blessing in disguise.

According to CMI’s latest research, 70% of B2C marketers say that content marketing has become more important to their organization over the last year.

But many of those same marketers say they are still fighting for more staff, more budget, and better access to subject matter experts.

So, it appears the metrics and key performance indicators (KPIs) that B2C marketers rely on most when evaluating content performance are not well aligned with the business goals and marketing objectives that their organization wants to achieve.

This means B2C marketers need to overcome the challenges they face with measuring content performance this year before they can focus on developing consistency with measurement next year.

Fortunately, they don’t need to wait until they’ve finished migrating from UA to GA4 before changing their metrics and adjusting their KPIs for the top four goals that content marketing is expected to achieve:

  • Creating brand awareness.
  • Building credibility/trust.
  • Educating audience(s).
  • Building/growing loyalty with existing clients/customers.

How Do B2C Marketers Measure KPIs Today?

Well, I hope they aren’t using “vanity metrics” like impressions, video views, page views, and bounce rate.

So, how should B2C marketers measure how they are doing against the top four goals and objectives?

Well, if your goal is to create brand awareness, then use a brand lift survey before and after your content marketing campaign.

The pre-campaign survey provides a baseline of your brand awareness, and the post-campaign survey accurately determines content marketing’s impact.

If your goal is to build credibility/trust, then periodically ask if people agree or disagree with a series of statements.

For example, on a scale of 1 (completely disagree) to 7 (completely agreeing), to what extent do you agree/disagree with the following statements:

  • “This organization can be relied upon to keep its promises.”
  • “I feel very confident about this organization’s skills.
  • “This organization has the ability to accomplish what it says it will do.”
  • “Sound principles seem to guide this organization’s behavior.”
  • “This organization does not mislead people like me.”
  • “This organization is known to be successful at the things it tries to do.”

If your goal is to educate audiences, then use online quizzes and exams – just like educators do.

And if your goal is to build or grow loyalty with existing clients or customers, then conduct customer loyalty surveys.

For example, the Net Promoter Score (NPS) asks customers: “How likely is it that you would recommend this company to a friend or colleague?”

It’s worth noting that none of these KPIs are included in the list of metrics that B2C marketers rely on the most when evaluating content performance.

Metrics that B2C Marketers Rely OnImage from Content Marketing Institute, January 2023

So, it’s no wonder that only 11% of B2C marketers say, “We do not face challenges measuring content performance.”

On the other hand, if your goals and objectives include any of the following, then you should migrate to GA4 as soon as possible:

  • Generate demand or leads.
  • Nurture subscribers, audiences, or leads.
  • Build or grow a subscribed audience.
  • Drive attendance to one or more in-person or virtual events.
  • Generate sales or revenue.
  • Support the launch of a new product.

Next, insist on having an Editor role so you can configure events, mark conversions, compare attribution models, analyze life cycle reports, explore deeper insights, act on analytics intelligence, create audiences, and enable remarketing.

If you want to learn more, then watch “Getting started with the Google Analytics 4 Property” on YouTube.

And make sure the metrics and KPIs you rely on most this year are aligned with the business goals and marketing objectives that your organization wants to achieve.

That should help you win the battles next year for more staff, more budget, and better access to subject matter experts.

Differentiating Your Products/Services From The Competition

It seems odd that 40% of B2C marketers say differentiating their products/services from the competition is their biggest challenge.

That’s typically the responsibility of the brand or product managers, who probably had to cut their budgets for market research, competitive intelligence tools, and innovation consulting firms because their pointy-haired bosses told them to “do more with less.”

So, B2C marketers have two options: They can update their resumes and join the Great Resignation, or they can invite the poor brand and product managers at their company to a brown bag lunch.

Now, a lot of Americans quit their jobs in 2021 and 2022 because their pay was too low, there were no opportunities for advancement, and they felt disrespected at work.

With the global economy expected to slow this year, option one seems risky.

That’s why I’d strongly urge you to consider the second option. What would you talk about during an informal meeting with your brand and product managers?

Well, it could be beneficial for both parties to share strategic insights, critical data, and industry trends.

Heck, your brand and product managers may be just as interested as you are in:

  • Exploring different ways to segment your audiences and create consumer personas.
  • Aligning your metrics and KPIs with your CEO, CMO, and CFO’s goals and objectives.
  • Launching a new product or service that gives your business a competitive advantage.

You might even convince your brand or product managers to become subject matter experts in your next campaign.

And communicating internally among teams or silos may even help you with making a better business case for content marketing.

But the subversive goal of this lunch and learn session is to ensure content marketing continues to be “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

I hope this has been helpful.

Although you must unlearn some of what you have learned about B2C content marketing, it should help you withstand the economic crosswinds that you’ll be facing this year.

More resources: 


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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.


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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

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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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