How to Conduct a Core Web Vitals Audit - BrightonSEO October 2022

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How to conduct a Core Web Vitals audit slideshare.net/sophiegibson3 @sophiegibson Sophie Gibson StudioHawk

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1 2 3 Benchmark Investigate Test 4 Prioritise

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit What does it measure?

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The Metrics

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LCP largest contentful paint How long it takes the main content to become visible @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit via GTMetrix

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FID ﬁrst input delay How fast the page responds to an initial interaction @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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CLS content layout shift How stable the page is during the loading process @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit LCP FID CLS

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Step 1

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Benchmark

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Split site into page templates

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→ → → Homepage Product Page Category Page Blog post Blog hub page Landing pages → → →

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Grab URLs for each template

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Page Group Example URL Product Page https://example.com/products/sparkle-skirt Category Page https://example.com/category/womens-skirts Homepage https://example.com/

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Get the data

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Manually

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GT Metrix TOOL Save audits ✔

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GT Metrix TOOL ✔ Save audits Compare against competitors ✔

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GT Metrix TOOL ✔ ✔ Save audits Compare against competitors Clear CWV metrics ✔

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Google Lighthouse

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Run via Chrome Lighthouse

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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WATCH OUT! for

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Browser extensions

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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At Scale

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Record Metrics

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Add screenshots to a slide

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Add details to spreadsheet

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Page Group Example URL LCP Benchmark CLS Benchmark FID Benchmark Product Page https://example.com/prod ucts/sparkle-skirt Category Page https://example.com/categ ory/womens-skirts Homepage https://example.com/

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WATCH OUT! for

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Missing FID metric

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit ???

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit ✔ ✔ ? ???

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FID requires a real user and cannot be measured in lab data web.dev/ﬁd/

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Calculates simulated performance metrics Lab Data

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Total Blocking Time (TBT) metric is lab-measurable, correlates well with FID web.dev/ﬁd/

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Page Group Example URL LCP (s) Benchmark CLS Benchmark FID/TBT (s) Benchmark Product Page https://example.com/prod ucts/sparkle-skirt 3.2 0.5 2.3 Category Page https://example.com/categ ory/womens-skirts 5.4 0.26 4.3 Homepage https://example.com/ 2.7 0.27 2.7

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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✔ Benchmarking

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Step 2

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Investigate

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit What is happening?

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Tool: Web Page Test Why do we use it? *what’s your purpose, tell me whats your purpose* (is whats your ﬂavour too niche a reference?)

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Speed

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Dig into opportunities

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Critical requests? Render blocking? Network payloads? Main thread tasks?

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit 3 Questions

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Questions ? How many resources are loading? @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Questions ? What resources on the site are large in size? ? How many resources are loading? @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Questions ? What resources on the site are large in size? ? What is stopping the page from loading? ? How many resources are loading? @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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The is the biggest single render-blocking part of a page Harry Roberts

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit TRACK ALL THE THINGS!!

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Remove the removable

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit 3 Questions

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Questions ? Is it essential? @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Questions ? Is it essential? Does it need to be on this page? ? @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Questions ? Do we need to track this right now? Is it essential? Does it need to be on this page? ? ? @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Chat Bots Google Maps Social Feeds Heat Maps

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Delay the delayable

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Scripts

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Images

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Restructure the restructable

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1. 2. 3. 4. preconnect 5. 6. CSS that includes @import 7. Synchronous JS 8. Synchronous CSS 9. preload 10. 11. prefetch / prerender 12. Everything else (icons, Open Graph, etc.) 13. Harry Roberts @csswizardry

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Compress the compressible

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Cloudinary - https://webspeedtest.cloudinary.com/

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Cloudinary - https://webspeedtest.cloudinary.com/

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit CLS

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CLS Common Culprits ↠ Images without dimensions ↠ ↠ @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Ads, video, embeds, and iframes without dimensions Dynamically injected content

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Barry Pollard Smashing Magazine https://www.smashingmagazine.com/2020/03/setting-height-width-images-important-again/

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CLS Gif Generator TOOL ↠ https:/ /defaced.dev/ tools/layout-shift-gif-generator/ Chris Johnson ↠ ↠ twitter.com/defaced @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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✔ Investigate

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Step 3

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Test, Test, Test

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit VALUE VALUE

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Google Lighthouse

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Before After

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✔ Test, Test, Test

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Step 4 @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Prioritise

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WATCH OUT! for @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Doesn’t move the needle

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Difﬁculty Matrix Time / Resource Task Complexity Low Time High Time Low Complexity High Complexity @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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Direct Control → → Images Marketing scripts Code in GTM → Lower Resource

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Dev Support → → HTML changes Hardcoded scripts Removing dependencies → Higher Resource

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Difﬁculty Matrix Direct Control Low Time / High Complexity - Requires your expert knowledge or a tool set-up - Larger scale / sitewide impact Dev Support High Time / High Complexity - Needs multiple sprints - More complex changes - Sitewide / large scale impact Direct Control Low Time / Low Complexity - Client able to action - Small scale / single page impact Dev Support High Time / Low Complexity - Larger in scale - Template level tweaks - Single line code changes @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Think about scale 🍅

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Impact across site Small % of pages Whole site impact @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Prioritise via Page Template

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Potential Impact Ease PIE Score How big of a improvement does this change make when ﬁxed? Use the test results How big will the impact of this change have across the template / page group How complex is this ﬁx to do? What resource will be needed to action the change? X/30 PIE Framework

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Page Group Task Potential Impact Ease PIE Score Product Page Action to take 7 8 5 20 Category Page Action to take 4 6 7 17 PIE Framework

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit T-Shirt Sizes

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✔ Prioritise

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit CELEBRATE GIF

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WATCH OUT! for @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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@sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit

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CONTACT: _ @sophiegibson #BrightonSEO How to Conduct a Core Web Vitals Audit Sophie Gibson StudioHawk [email protected] Twitter @SophieGibson Thanks!

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Tools ↠ GT Metrix https:/ /gtmetrix.com/ ↠ Web Page Test https:/ /www.webpagetest.org/ ↠ PageSpeed Compare https:/ /pagespeed.compare ↠ Chris Johnson - CLS Gif Generator https:/ /defaced.dev/ tools/layout-shift-gif-generator/ ↠ Cloudinary Image Analysis https://webspeedtest.cloudinary.co m/

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Resources ↠ Harry Roberts - Get Your Head Straight @csswizardry https:/ /www.youtube.com/watch? v=MHyAOZ45vnU ↠ Jess Peck - Almost Complete CLS Guide @jessthebp https:/ /jessbpeck.com/posts/com pletecls/ ↠ Barry Pollard - Smashing Magazine @tunetheweb https:/ /www.smashingmagazine.c om/2020/03/setting-height-width -images-important-again/ ↠ Itamar Blauer - Image SEO Guide @ItamarBlauer https:/ /www.itamarblauer.com/im age-seo-guide/ ↠ Oliver Mason - 0 CLS, Please Improve CLS @ohgm https:/ /ohgm.co.uk/zero-cumulati ve-layout-shift-please-improve-cu mulative-layout-shift/