Voices of Search Podcast Summary
Episode: How Core Web Vitals Affect SEO
Release Date: February 12, 2025
Host: Jordan Cooney
Guest: Matthew Edgar, Partner and Technical SEO Consultant at Elementive
Introduction
In this insightful episode of the Voices of Search podcast, host Jordan Cooney engages in a deep discussion with Matthew Edgar, a seasoned technical SEO consultant from Elementive. The conversation centers around Core Web Vitals and their influence on SEO and user experience.
Understanding Core Web Vitals and Their Impact on SEO
Jordan kicks off the episode by introducing the topic of Core Web Vitals, a set of metrics introduced by Google to measure user experience on websites. Matthew emphasizes that while Core Web Vitals are important, they are not the primary ranking factors in SEO.
Matthew Edgar [04:19]: “So it's definitely never going to be the biggest ranking factor. And I would agree that's one of the misconceptions I hear.”
He clarifies that Core Web Vitals should be viewed as enhancements to a solid SEO foundation rather than the cornerstone of ranking strategies. According to Matthew, focusing solely on these metrics without addressing overall website quality will not yield significant SEO benefits.
Misconceptions About Core Web Vitals
Jordan addresses a common misconception among marketers: the belief that optimizing Core Web Vitals will drastically improve search rankings. Matthew concurs, pointing out that Google's John Mueller has reiterated that these metrics are not the most influential factors in ranking algorithms.
Matthew Edgar [04:19]: “Google's not going to rank a low quality website with all kinds of issues just because it ranks fast... It's not going to be the thing that makes the biggest difference for where your website shows up.”
Instead, improving Core Web Vitals can provide a marginal boost to well-established websites by enhancing user experience, which indirectly supports SEO efforts.
Core Web Vitals and User Experience
The discussion shifts to the intrinsic link between user experience (UX) and SEO. Matthew articulates that SEO is fundamentally a component of UX. He explains that when users search for information, their journey starts with Google and continues onto the website they visit. Ensuring a seamless and pleasant experience on the website is crucial for retaining visitors and improving engagement metrics.
Matthew Edgar [08:28]: “SEO is part of the user experience because the user experience starts... Google effectively becomes an extension of your website on relevant search results.”
Jordan adds that Core Web Vitals provide clarity on the user’s journey by highlighting key performance indicators that affect how users interact with content. This alignment ensures that SEO strategies are user-centric, focusing on what the audience truly needs and values.
Tools and Techniques for Diagnosing Issues
When it comes to diagnosing and addressing Core Web Vitals, Matthew recommends going beyond Google's basic tools. He suggests using WebPageTest for a more granular analysis of website performance.
Matthew Edgar [17:30]: “WebPageTest is going to tell you not only what is it that's shifting specifically and how much it's shifting, it's going to tell you when that shifting is happening in the loading process.”
Matthew emphasizes the importance of understanding the entire website loading process to effectively troubleshoot and optimize Core Web Vitals. He advises SEOs to delve deeper into metrics like Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS) to identify and resolve underlying issues.
Practical Advice for SEOs
Towards the end of the episode, Matthew provides actionable steps for SEOs looking to enhance their understanding and optimization of Core Web Vitals:
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Understand Website Loading Processes: Grasp the sequence of events that occur from the moment a website is requested until it fully loads.
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Utilize Advanced Tools: Incorporate tools like WebPageTest for detailed performance insights beyond what Google Search Console offers.
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Conduct User Testing: Engage in qualitative testing to comprehend user expectations and experiences directly, ensuring that SEO strategies align with user needs.
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Collaborate with Developers: Use the detailed diagnostics from advanced tools to work closely with development teams in implementing effective solutions.
Matthew Edgar [21:05]: “Start by understanding how a website loads... by getting that grounding of how does a website load, how does it move from the initial stages to the end... you can have that context to understand what the metrics actually mean.”
Conclusion
Jordan wraps up the episode by summarizing the key takeaways and highlighting the importance of a balanced approach to SEO—where technical optimizations like Core Web Vitals complement broader strategies aimed at enhancing overall user experience. He encourages listeners to continue exploring these concepts in future episodes and directs them to additional resources for further learning.
Notable Quotes
- Matthew Edgar [04:19]: “So it's definitely never going to be the biggest ranking factor... it can help a good website do just a little bit better, it's not going to be the thing that makes the biggest difference.”
- Matthew Edgar [08:28]: “SEO is part of the user experience because the user experience starts... Google effectively becomes an extension of your website on relevant search results.”
- Matthew Edgar [17:30]: “WebPageTest is going to tell you not only what is it that's shifting specifically and how much it's shifting, it's going to tell you when that shifting is happening in the loading process.”
- Matthew Edgar [21:05]: “Start by understanding how a website loads... you can have that context to understand what the metrics actually mean.”
Resources Mentioned
- Matthew Edgar’s Book: Speed Metric Guide (Link available in show notes)
- Elementive Website: matthewedgar.net
- Further Learning: Mozilla Developer Network (MDN) for in-depth documentation on website loading processes
This episode serves as a valuable resource for SEOs and marketers seeking to navigate the complexities of Core Web Vitals, offering both strategic insights and practical tools to enhance website performance and user satisfaction.