SEO generates 20 times more click opportunities than PPC
A study by Moz shows that SEO generates 20 times more click opportunities than PPC. Not to mention average SEO conversion rates clock in at 14.6% (SmartBug Media), compared to only 1.7% for outbound strategies such as social media.
Sure, that pomeranian on TikTok is cute, but when it comes to driving the best ROI for your business, SEO takes the lead.
But, success with SEO must be earned. Success waits for those that keep up with Google’s algorithm.
According to Ahrefs, 90% of pages on the internet don’t receive organic traffic from Google.
The brands and websites in the top 10% know that SEO strategy takes more than keyword research. Google continually updates its search algorithm to provide a better consumer experience, and marketers need to keep up with the changes.
We’ll look at the most signiﬁcant algorithm changes Google released in 2021 and see how the importance of user experience as a search ranking factor increased with the introduction of Core Web Vitals.
Here’s what you’ll learn:
- Google Releases Page Experience Update
- Core Web Vitals
- Monitoring Core Web Vitals
- How To Improve Core Web Vitals
- What Can You Do Besides Optimizing Core Web Vitals?
- Final Thoughts: Your 2022 SEO Strategy
Google Releases Page Experience Update
In June 2021, the search engine released its Google Page Experience Update, which underscores the importance of user experience as a ranking factor for mobile and desktop searches. To calculate the page experience ranking, Google combines the Core Web Vitals metrics with mobile-friendliness, HTTPS adoption, and absence of interstitial content (pop-ups).
Consistent publication of relevant, high-quality content remains Google’s primary ranking factor.
In other words, the algorithm still favors pages with the best overall information. But when multiple pages have comparable content, Google will use page experience signals as tie breakers.
So while content strategy is critical in 2022, understanding your website performance through Core Web Vitals can give you a leg up on those highly competitive keywords.
Core Web Vitals
Google released the Core Web Vitals (CWV) program in June 2020 to quantify the user experience in practice. The program looks at the signals common to all user-friendly website experiences: loading, interactivity, and visual stability.