Core web vitals (CWVs) became a buzzword in SEO when Google announced its role in the Page Experience update.
Core web vitals are metrics that measure a web page’s ability to deliver a favorable user experience.
Since it became a ranking factor in February 2022, web developers and marketing firms Philippines rushed to optimize their core web vitals in hopes that it would be their breakthrough to boost search rankings.
The focus on speed and user experience made sense in a world where even a few seconds of delay could cost traffic and conversions. But in the race to perfect these metrics, it’s easy to overlook what truly drives SEO success: high-quality content.
Google Emphasizes Focus on Content Quality
For many, core web vitals appeared to be the key to unlocking higher rankings. Leading marketers and web developers pour resources into optimizing these technical elements to make a difference in their rankings.
However, in this rush to perfect CWVs, many have lost sight of what truly drives SEO success.
While improving CWVs is beneficial for user experience, content remains the primary driver of search engine rankings. In fact, Google itself has consistently emphasized that content quality is more important than technical metrics alone.
John Mueller, Google’s Senior Webmaster Trends Analyst, has stated in several public forums that content relevance, authority, and usefulness still outweigh perfect CWV scores. Despite the technical optimizations for speed and performance, it’s the content that answers user queries, builds trust, and drives long-term success in SEO Philippines.
Google’s Position on Core Web Vitals
Google’s position is clear: core web vitals contribute to the overall user experience but are not the most significant ranking factor.
Content is the cornerstone of SEO. No amount of technical optimization can compensate for irrelevant, poorly researched, or low-value content.
A site with average Core Web Vitals but superior content can still rank well if it addresses user intent and provides valuable information.
High-quality content helps:
- Engage Users: Content that addresses user queries keeps visitors engaged and reduces bounce rates.
- Build Authority: In-depth, well-researched content establishes your website as a trusted source in your niche.
- Drive Conversions: Content tailored to user intent fosters trust and guides visitors toward conversions.
Google’s algorithm prioritizes relevance and value over technical perfection. Even if your Core Web Vitals scores are average, your site can rank highly if your content meets user needs effectively.
Why Over-Optimizing for Core Web Vitals Can Backfire
Focusing exclusively on core web vitals may lead to missed opportunities and counterproductive results.
- Neglecting Content Development: Over-prioritizing technical metrics might divert resources from creating or improving high-value content.
- Misguided Tool Reliance: While evaluating KPIs is important, over-reliance on these can lead to chasing “perfect scores” instead of understanding user behavior and intent.
- Limited ROI: Achieving flawless core web vitals requires extensive technical investments. Focusing entirely on this may yield minimal ranking improvements compared to enhancing content quality.
How to Improve Content Quality Based on Google’s Recent Updates?
Google’s 2024 algorithm updates reinforce the value of delivering user-centric and high-quality content. With the Helpful Content Update and Spam Policy Update, websites that satisfy user intent over manipulative ranking tactics will be favored by the algorithm.
Here are actionable strategies based on these core updates to enhance your content quality:
1. Focus on People-First Content
The Helpful Content Update prioritizes content created for humans rather than those made for search engine ranking.
What does this entail?
- Understand Target Audience: Identify what the company’s target users are searching for – their pain points and intent. Use tools like Search Console or Google Analytics to gather data.
- Answer Questions Directly: Address user queries with clear, concise, and actionable information. Avoid fluff or excessive keyword stuffing.
- Demonstrate Expertise: Incorporate accurate, well-researched information and back it up with credible sources. Content that shows authority and expertise is more likely to rank well.
2. Avoid Manipulative Practices
The Spam Update targets deceptive practices and content with little to no value.
To ensure alignment of strategies:
- Steer Clear of Clickbait: Misleading titles or headlines that do not align with the content can harm trust and lead to penalties.
- Provide Unique Value: Avoid duplicating or paraphrasing existing content without adding your unique insights or original research.
3. Optimize for E-E-A-T
Google’s guidelines favor web content that shows experience, expertise, authority, and trust (E-E-A-T).
- Showcase Credibility: Include author bios, credentials, and links to authoritative references.
- Leverage User Testimonials: Highlight user reviews, case studies, or success stories to build trust.
- Be Transparent: Avoid exaggerated branding claims and provide honest and detailed information about the brand, product, and services.
4. Leverage Analytics
Google’s recent updates highlight the importance of tailoring content to user behavior.
How can analytics drive content improvement?
- Identify Content Gaps: Analyze metrics like bounce rates and time-on-page using tools like Google Analytics or Search Console to uncover areas where user needs aren’t being met.
- Track Engagement: Monitor CTRs, session duration, and conversion rates to evaluate how well your content resonates with your audience.
- Refine Strategies: Use data to refine your approach, such as updating underperforming content or focusing on topics that drive higher engagement.
5. Combine Technical and Creative Efforts
Aligning technical SEO with creative content strategies ensures a balanced and effective approach.
- Collaborate Across Teams: Bring content creators and technical SEO specialists together to align content and technical web performance.
- Regular Audits: Conduct frequent audits to address technical issues like broken links, slow load times, or outdated pages. Meanwhile, content audits help identify underperforming material that can be refreshed or repurposed for better results.
Balancing Core Web Vitals and Content
Google has updated its Core Web Vitals documentation to reflect the true weight of core web vitals in the ranking of web pages. User experience and content quality are interdependent, but content has more influence when it comes to rankings.
Striking the right balance is key. While content should be your primary focus, neglecting core web vitals entirely can still harm user experience. A slow, unstable, or unresponsive website may frustrate visitors, driving them away before they can engage with your content.
Align SEO Campaigns with the Latest Search Engine Updates
Mastering the balance between technical metrics like Core Web Vitals and high-quality content isn’t just about keeping up with trends; it’s about staying ahead of the competition. With Google’s updates evolving constantly, maintaining focus on user-centric strategies requires both expertise and time.
If you want to navigate these shifts while ensuring your SEO efforts deliver measurable results, Digital Marketing Philippines (DMP) has you covered. From crafting people-first content to integrating technical strategies seamlessly, our tailored services are designed to elevate your SEO performance.
Align your SEO strategies with the latest search engine updates with the help of SEO experts Philippines. Contact DMP today at https://digitalmarketingphilippines.com/contact/ to consult with SEO specialists on growing your online presence effectively.
References:
https://www.seroundtable.com/google-core-web-vitals-priority-34937.html
https://www.searchenginejournal.com/core-web-vitals-documentation-updated/531052
https://www.searchenginejournal.com/google-warns-against-over-reliance-on-seo-tool-metrics/530356
https://browsermedia.agency/blog/should-you-worry-about-the-impact-of-googles-algorithm-updates
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.