Only 32% of mobile pages pass Google's vital core web guidelines

Only 32% of mobile websites pass Google's core web vitals

 

 

 

 

User experience is increasingly important in Google search ranking, which is why they have been dedicated to improving their ecosystem. One example of this is Core Web Vitals (CWV), a series of metrics developed by Google that are taken into account when evaluating user experience. These metrics consider easy and intuitive navigation for users, adequate loading speed, and visual stability during navigation. In other words, all the aspects necessary to ensure that users have an optimal search experience. As Google itself explains, "They apply to all web pages and must be measured by all webmasters, and from now on, they will appear in all Google tools. Each of the Core Web Vitals represents a different facet of the user experience, is measurable, and reflects the real-world experience of a critical, user-centric result." Given the importance of these metrics, Semrush has presented its latest study, The State of Search in 2022: Data, Trends, and Opportunities. In this study, in addition to analyzing multiple relevant aspects of organic and paid search engine optimization, the tool SEO It offers an approach to understanding the position of search trends in relation to these metrics, and what value the data obtained through them can provide. 

How do vital core web elements influence website positioning?

For the purposes of the study, Semrush It took into account CWV data from 24,000 mobile and 25,000 desktop URLs during October 2021, as well as historical data on 1,7 million desktop URLs and 324,000 mobile URLs, from June to September 2021. This was done to analyze the impact of CWV integration before and after its update.

First, to analyze the impact of CWV on ranking, the percentage of URLs that passed CWV (on mobile data) was analyzed before and after the update (October 2021), without revealing an exact causal relationship. "Rather, the
"The data below reflects a correlation between CWV and positioning," he explains. Semrush"The causality and correlation argument does not appear to apply in this case because there seems to be no significant correlation between ranking and passing CWV, as the percentage of URLs that did pass it actually decreased in some cases. However, from position 1 to 8, the differences in the numbers before and after the update are extremely marginal."

 

Image: Semrush. The horizontal axis shows the ranking order of the analyzed websites. 

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Starting from this point we can ask ourselves how many URLs actually pass the CWV test?

In response, we can say that after the update, only 32% of the URLs analyzed on mobile devices passed all three tests (37,8% on desktop). This analysis considered the URLs' load quality (LCP), interactivity (FID), and visual stability (CLS) principles. According to the results, interactivity was one of the easiest to pass, with over 90% of the URLs passing this metric. On the other hand, around 60% of those evaluated had no problems with the CLS metric; while 40% of the URLs managed to pass LCP, confirming it as the most complex of the CWVs.

 

In any case, Semrush Remember that "Google simulates mobile performance as if the user were on a 3G device. That is, if your users are in a place where 4G is the norm, your lab data will inherently be much 'worse' than what users actually find on your website."

 

Is it easy to go from a bad rating to a good one in CWVs?

Google used data from both mobile and desktop devices to analyze the percentage of improvements needed to move from a Low score to a Good score, from Low to Needs Improvement, and from Needs Improvement to Good. At this point, a specific distinction was made between the mobile and desktop results. In the case of mobile devices, the graph shows that of the URLs evaluated, only 0,1% showed a genuine improvement across all three metrics.

 

However, we can see that in individual cases there is greater room for improvement, especially within the CLS metric. Regarding LCP, we again find that it is the most difficult metric to improve, leading it to become the focus of attention for development teams. For desktop computers, there is some similarity in the results, with a positive variation for the CLS metric, reaching 21%. On the other hand, there is a negative variation in the potential for improvement across all three metrics, with a potential improvement rate of only 0,09%.

 

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