Examine Core Net Vitals in Bulk: Moz Efficiency Metrics Beta

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The author’s views are entirely his own (with the exception of the unlikely event of hypnosis) and may not always reflect Moz’s views.

In May 2020, as occasionally, Google took the step of keeping SEOs informed about a major change in their algorithms. At Moz we took advantage of this warning and introduced a feature that SEOs can use to keep their websites up to date.

So today I have the pleasure to announce a new Open Beta feature available to all Moz Pro subscribers: our new Performance Metrics suite.

The suite includes a bulk analysis (on mobile and desktops) of the top three Web Vitals metrics that will be part of Google’s Page Experience update over the next month. This is part of Moz’s commitment to SEO technical resources in 2021, along with our recently launched SEO technical certification and some more features and content to share soon.

In this post, I’m going to break down the background behind Core Web Vitals and how Moz’s new tools will help identify, track, and fix page performance issues as they arise. But if you just want to jump in and get started:

Log into Moz Pro to access the beta!

Already a Moz Pro customer? Log in to access the beta!

Wait, Core Web … now what? Is that SEO?

Yes – if you’re interested in organic rankings, you need to be interested in core web vitals and performance metrics in general. As such, this is one of those tech insights that requires general SEO knowledge, just like its predecessors in terms of mobile friendliness and HTTPS. Fortunately, it’s not as daunting as it might seem at first glance.

Here is a quick recap of the history of the update for the next month:

  • Sitespeed has been included in Google’s rankings since 2010.

  • In May 2020, Google announced that three specific performance metrics, known as “Core Web Vitals”, would be used explicitly to measure site experience. The effective date was later postponed to May 2021 and then again to summer 2021. The three new metrics are:
    • Biggest color in terms of content

    • Cumulative layout shift

    • First entry delay

  • According to Google, to get a ranking boost, you need to pass a threshold for all three metrics as well as four other basic technical hygiene tests:
  • This ranking boost may only apply to mobile devices.

  • Core Web Vitals’ three new performance metrics are measured using Chrome User Experience (CrUX) data. This means that they are measured in the browsers of real Chrome users. Interestingly, without enough traffic to meet this threshold, pages are likely not to miss a boost.

  • As with Google’s previous efforts to shape the web (especially with HTTPS and mobile usability), the initial impact can be minimal. However, past experience suggests that it will increase significantly over the next 1-2 years.

What is Moz doing about it?

Feedback from our users suggests that the majority are currently getting these key metrics routinely by querying URLs one by one in Google’s Pagespeed Insights tool. This data is then difficult to aggregate, sort, filter, prioritize, etc. Alternatively, it can use CrUX data (like the recently launched Google Search Console report). However, this will only work if you are working on pages that are already having a lot of traffic. They cannot be reanalyzed if necessary. and is not a controlled test. We wanted to provide the tool that would combine the metrics that SEOs care about, identify potential fixes, and analyze and track large volumes of pages. Based on this feedback, it was clear that there was an opportunity here to address all of these frustrations and thereby improve the daily working lives of SEO practitioners before this summer.

Our first beta is open to all Moz Pro subscribers and is located in the left navigation of Moz Pro, nested under Campaigns’ site crawl tool.

We took the liberty of pre-populating 100 of your top Page Authority pages with performance data for mobile and desktop. However, you can also choose a list of pages to analyze from a variety of sources, such as: B. Top ranking pages, pages with other crawling problems or all pages – currently a maximum of 6,000 pages per campaign and month.

Further sources will follow shortly. What you choose here also affects the overview bar chart at the top of the page. You can then further refine the pages you want to analyze by narrowing them down with URL text like / blog.

What’s in the beta?

Once you’ve selected your URLs to analyze, you’ll see a table like the following:

As you can see, my personal website requires some TLC.

This data can be filtered and sorted. The “Details” drop-down arrow on each line highlights the key suggested fixes for that URL at a glance.

When you click “View Report”, more detailed information is displayed for each URL:

Notice that we are using the total blocking time as a proxy for delaying the first entry. Google uses “field data” as mentioned earlier in this post, while for scalability we use “laboratory data” from Lighthouse as you can see in Google Pagespeed Insights and other similar tools. In this context, it is not possible to measure the delay of the first entry because no user can make an entry. However, the total blocking time is a good approximation.

These metrics can each be expanded to give more context for each metric and what is considered a good or bad score:

Finally, we present some suggested priorities that can be expanded to provide philanthropic explanations:

Why should I use Performance Metrics Beta?

Maybe you want to:

  • Identify URLs that are unlikely to be ranked by the Core Web Vital

  • Identify poorly performing URLs

  • Report the bulk performance and determine the extent of any problems

  • Prioritize accordingly

  • Find out what to do about each problem

I am confident that Moz Pro is by far the easiest way to get this type of data on a large scale.

To make some quick comparisons with the current market situation:

CSV download, more data and continuous improvement

However, all of this does not mean that we are not quite done yet. We were eager to resolve certain issues SEOs are facing ahead of the big rollout next month. However, this is a beta release, and Core Web Vitals’ SEO importance is likely to gradually increase for some time. Numerous improvements are therefore already planned.

One particular improvement I wanted to highlight is a CSV export. As a longtime SEO data junkie, this is one of my most sought-after features for any tool like Moz. When I first created my Moz profile in 2013, I listed “Endless Excel Use Cases” as my favorite thing in SEO. I still have a soft spot for manipulating and combining data to my heart’s content in a live environment. Even if you know the current Python SEO trend better, CSVs are still a great way to push data into this environment.

Additionally, we’re exploring features to track performance over time, as well as various user interface improvements, to make sure you’re always seeing the most actionable data.

Get started and tell us what you think!

That said, this is a beta, which means half the point is to get your opinion on what to come next. Here you can get started:

Log into Moz Pro to access the beta!

Already a Moz Pro customer? Log in to access the beta!

Let us know what you’d like to see in the comments below.

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