Since the announcement of the new Google update, it has become crucial. Now more than ever, for brands to not only reinvent their digital marketing strategy but to focus on providing an outstanding experience to their site traffic. Google expends tremendous resources in order to determine what users prefer when they search for information in their engine, and this is precisely what motivated the next update that was declared recently. Google announced a ranking algorithm that is designed to measure the quality of web pages based on user experience (UX). This algorithm, called the Google Page Experience, analyzes the user activity on your page and if it deduces that users are having a negative experience, Google will automatically downgrade the ranking of your webpage. 

This Google update will go live in 2021, which gives you some time to upgrade your UX.

How is UX Measured?

Google Web Vitals

Google has identified various factors that determine the quality of the experience a user has on the site. A primary factor is the load speed.User tolerance for slow loading pages is undoubtedly low as it makes the whole experience quite frustrating. A second factor is the mobile-friendliness of the site, because the majority of the consumer base visits sites from their phones, having an interface that operates well on mobile devices is also an important factor that contributes to UX. Therefore, the Google update will focus heavily on these particular factors.

Core Web Vitals

Google Web Vitals

Fortunately, Google has not left us in the dark. In order to provide us with better guidance as to what makes a site responsive and user-friendly, they announced their ‘Core Web Vitals’. This tool gives three possible scores for three vital metrics: loading, interactivity and visual stability.  Each of these metrics can be scored as ‘Good’, ‘Needs Improvement’ or ‘Poor’.

Here is a more in depth explanation of this criterion actually works:

  • Largest Contentful Paint (LCP) – A “Good” score for LCP means that your page has a fast load time. The LCP marks the point where the content has likely loaded. 
  • First Input Delay (FID) – This metric refers to the responsiveness of the page or its interactivity. If the user attempts to interact with your page and it’s responsive, your page will receive a “Good” score for First Input Delay.
  • Cumulative Layout Shift (CLS) – This “measures visual stability and quantifies the amount of unexpected layout shift of visible page content.”

How to Measure Core Web Vitals

Google aims to make it easy for all site owners to access and measure Core Web Vitals. There are various ways you can do so:

Chrome UX Report

Chrome is making their user experience report available to all webmasters and has authorized open-source coding to achieve this aim. Site owners can utilize the Chrome UX Report to quickly assess the performance of all signals.

Currently, the BigQuery dataset surfaces publicly accessible histograms for all Core Web Vitals.

Google is working on a new REST API that will make it easy to access both URL and origin level data.

Core Web Vitals Extension

Google is working on a Core Web Vitals extension for the Chrome browser that’s currently in developer preview.

The Chrome extension surfaces a visual indicator about the state of each vital as a user browses the web.

In future updates, the extensions will also allow users to view aggregated real-user insights (provided by Chrome UX Report) about the state of each core vital for the current URL and origin.

Updates to Existing Tools

Google is updating several of its tools to provide information specific to improving Core Web Vitals.

Other Valuable Metrics

User web experience

As important as the Core Web Vitals are, they’re not the only user experience metrics to focus on. As Google improves its understanding of user experience going forward, it will update the Core Web Vitals on an annual basis. Google will also provide updates on the future Web Vitals candidates, the motivation behind choosing them, and the implementation status. For now, at least, the company is heavily invested in improving its understanding of page speed:

“Looking ahead towards 2021, we are investing in building better understanding and ability to measure page speed, and other critical user experience characteristics.For example, extending the ability to measure input latency across all interactions, not just the first; new metrics to measure and quantify smoothness; primitives and supporting metrics that will enable delivery of instant and privacy preserving experiences on the web; and more.”

The Next Step


There is no denying that in order for a business to flourish, it needs to rank higher on search engines. This is precisely why SEO optimization is so critical. Brands need to prepare themselves for this update by directing all their efforts on enhancing their UX. 

We Can Help

SEO and user experience web design

Mountainise Inc. is one of the top CRO agencies in USA that utilizes the power of AI-based marketing tools to optimize and grow your business multifold. We are a data-driven marketing agency that consists of a team of SEO professionals equipped with decades of experience and skills required to optimize your seo and increase conversions by creating an immaculate user experience, even during these afflicted times.

Let us help prepare your business for this Google update. Contact us!