Author: Shannon Serrano
Wouldn’t it be nice if you could see your website through Google’s eyes?
We all know the fine details of Google’s algorithm are a closely kept secret. At the same time, we have a lot of information about the aspects Google deems important when judging a website.
What’s more, Google offers us a host of free tools designed to help us improve our websites—and one such tool is Google Lighthouse.
One ranking factor we know is becoming more and more critical is page experience, and Google Lighthouse could be the tool you need to make sure your website is performing in this area and many more.
What is Google Lighthouse?
Google Lighthouse is a free tool that provides powerful insights to help improve your website. By generating a Lighthouse report, you can assess any web page’s page experience and access valuable tips to improve its performance.
Google has recently increased emphasis on-page experience, including adding a new set of Core Web Vital signals. The signals break down how a user experiences your page, and you can see how your website performs in this area through Lighthouse.
Since Lighthouse is a Google application, it could be a great way to see your website in the way that Google might see it, knowing any recommendations come straight from the search engine giant itself.
A great thing about Lighthouse is it gives you actionable insights while being simple to use. In just a few clicks, you can get detailed page experience information, providing powerful insights into improving performance.
With more than 3.5 billion searches a day, Google is by far the most popular search engine. So, being able to see how it views and measures your website is extremely useful.
What Metrics Does Google Lighthouse Measure?
Each Lighthouse report has five categories: performance, accessibility, best practices, SEO, and progressive web app. Google has confirmed that aspects such as load speed and mobile experience factor into its algorithm, so these metrics may give you the ability to see how you’re performing in these crucial areas.
With a clear 1-100 grading system, Lighthouse allows you to audit your pages and find areas for improvement. You can expand each section to get in-depth insights and find places where you can quickly improve your page, as shown in the screenshot below.
Once you’ve implemented the changes, you can then check back with Lighthouse to determine if they have improved your score.
For example, if you expand on “performance,” you can find data directly linked to core web vitals such as time to interactive and first contentful paint.
These metrics give you an idea of how fast your page loads and how quickly it is perceived to load. In other words, it’s not just about how quickly the entire page loads; it’s about the time it takes until the user can interact properly with it.
This information is hugely important because perceived loading speeds make a big difference in how people interact with your website:
- 46% of people say waiting for pages to load is the worst part of their mobile browsing experience.
- The average mobile landing page takes 15.3 seconds to load.
- On average, people spend 70% longer on pages that load in five seconds.
- For every 100 milliseconds your site takes to load, your conversion rate can drop by 7%.
These metrics are a huge part of user experience, and Lighthouse uses core web vitals to give you an understanding of your web page’s quality and performance. When you have this information and even helpful tips on improving performance, you’ve likely got a lot of what you need to make technical improvements to your site.
How Does Google Lighthouse Work?
You may think you can get a good feel for how quickly your pages load by typing your URL into the search bar and seeing if it loads well or not.
However, different people browse the internet in very different ways, and the way someone searches for your site on the other side of the world might be very different from the way you do.
Google knows the majority of traffic comes from mobile devices, and it also knows that the majority of people don’t have access to super fast 4G or 5G. To simulate this, Google tests your web page by visiting your site through a suboptimal 3G connection on a slow device.
Why does Google do this?
Well, pretty much any website can load quickly on a 5G connection, but that’s of no benefit to the majority of people who don’t have such speedy access. Google wants to send all its users to the very best page to answer their search queries, so it aims to rank websites with the best experience.
If your site works well with a poor 3G connection, it will work well with the latest 5G connection. So, Google learns more about your site by testing it with the 3G connection.
If this is how Google is judging your website, then it’s how you should be judging your website too—and this is why Google Lighthouse can be so helpful.
The Role of Core Web Vitals in Google Lighthouse
As I mentioned, Google placed a lot of emphasis on page experience, and it makes complete sense: How users experience your web page is crucial. Google’s recent announcements about core web vitals are the next step in this evolution, and it’s likely to become a ranking factor in 2021.
Core web vitals are some of the first insights appearing on your Lighthouse report; it’s clear these signals are important to Google. Therefore, they have a prominent place in the performance part of your report.
Core web vitals have three key metrics, and though the language might be a little complicated, they are elements you can appreciate when you’re an end-user:
Loading – Largest Contentful Paint (LCP)
As a user, you don’t necessarily need the entire page to load quickly; you just need the most important content to do so. If a website is slow to load the most meaningful content (“largest contentful paint”), it will frustrate users and may cause them to bounce from the page.
Most of the time, we put the critical, eye-catching information above the fold—this is the content that needs to load most quickly.
Interactivity – First Input Delay (FID)
“First input delay” is an important metric because it measures a user experience error that annoys everyone who’s ever used the internet.
You know when you click the submit button on a form, and nothing seems to happen, so you end up aggressively clicking it over and over?
First input delay measures the time between the user initiating an action (like clicking “submit”) and the website moving on that action (sending them to the next page). A long first input delay can be frustrating for users, resulting in leaving your page and looking for information elsewhere.
Visual Stability – Cumulative Layout Shift (CLS)
You may often notice another UX error when you browse on a mobile device: Cumulative layout shift.
“Cumulative layout shift” is when content moves around on the screen as the site loads. This might not seem like a big issue at first glance, but the problem comes when you go to click something and, suddenly, it’s moved. It’s obnoxious to the end-user, so it’s an important metric to pay attention to.
The Differences Between PageSpeed Insights and Google Insights
You might be thinking, “this all sounds great, but how does Lighthouse differ from PageSpeed Insights?”
If you type a URL into PageSpeed Insights, you’ll see insights that look very similar to Google Lighthouse. But, there are a few important differences.
The main difference is that PageSpeed Insights only focuses on page performance. Google Lighthouse offers a complete picture of your page experience by analyzing accessibility, best practices, SEO, and progressive web apps.
“So what’s the point of PageSpeed Insights if Google Lighthouse offers a more complete analysis of my site?” I hear you ask.
PageSpeed Insights draws on real-world data to judge your website’s performance as well as lab analysis. Lighthouse only uses lab analysis in its report, so while results are based on a comprehensive scan of your site, it’s not necessarily the real-world experience your users get.
“So what you’re saying is PageSpeed Insights is better for judging performance?”
If you’re looking purely at performance, PageSpeed Insights offers all the information Lighthouse does—but with the bonus of real-world data collected from interactions with your website. However, your website’s success is based on the entire site, and this is where Google Lighthouse comes in.
There’s no point in improving your score for performance from 55 to 60 if the changes you make end up causing your accessibility and SEO to drop. If you’re only focused on PageSpeed Insights, this is a possibility.
Still, if you’re keeping an eye on Google Lighthouse, you can help ensure the changes you make have an overall positive impact on your website.
How to Use Google Lighthouse
Google Lighthouse gives you a fairly technical analysis of your website, but you don’t need to be tech-savvy to run it. In fact, it takes just one click of the keyboard and two clicks of the mouse.
There are two ways you can run Lighthouse: through developer tools and a Chrome add-on.
Google Lighthouse in Developer Tools
- Open your target web page in Google Chrome.
- Click F12 or Ctrl+Shift+J for Windows and Shift+Cmnd+I on Mac to open the Developer Tools Audit Panel.
- From the tabs at the top, select the two arrows to expand the menu.
- Click on “Lighthouse” from the dropdown menu.
- Select whether you want to analyze mobile or desktop performance
- Click “Generate Report.”
Chrome Add-On for Google Lighthouse
- Search for Lighthouse in the Chrome web store.
- Select “add to Chrome” and click “add extension.”
- Click the puzzle icon near the top-right corner of your browser.
- Select the Lighthouse icon.
- Click “Generate Report.”
- A new tab will open with your report.
When you run a URL through Ubersuggest, you’ll find performance data on your dashboard with the same information you see on your Lighthouse reports.
This helps make it a one-stop place for all your SEO needs, combining information about your website performance with keyword and competitor analysis.
Lighthouse provides a sneak-peek into how Google judges your web pages. Not only is this vital to rank well in the search engines, but it gives you important data into how users experience your website, no matter how they land there.
Page experience is becoming an increasingly important factor for Google; it needs to become equally important for website owners.
Lighthouse provides the insights needed to make tangible improvements in the way your users experience your website — which can make a big difference in how successful your site is at converting on your goals.
With Lighthouse, Google offers free information to help improve your website, and it takes almost no time at all to generate a report. So, make the most of it!
Is Lighthouse your favorite Google tool? If not, which is?
The virus shows that it can’t be banished by government edict.
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Digital marketing covers everything from SEO and content marketing to email campaigns, social media strategy, and video marketing too. With new digital marketing companies popping up left and right offering a bit of everything (and truly speaking to no one), it’s no surprise you’re having a hard time finding the right one. The best thing …
The 4 Ps of marketing… You’ve probably heard about them from a friend, a textbook, or even at school. I know it sounds like a boring topic that’s common sense, but there is more to it than meets the eye. And no, it’s not just for large companies… the smaller you are, the more important …
SEEKING WORK | Remote/part-time/contract. Interested in VR/CV/Fintech/Robotics/Secure Systems (formal methods), analysis of distributed systems… The list is not limitative really but please, no PHP website. Technologies: C++, C, FPGA, Cuda, Python, Erlang/Elixir, C#, Scala, Java, Haskell, Ocaml, etc… Former speaker at CUFP conference Email: firstname.lastname@example.org
The Number Of Affiliate Checks Do You Want To Receive?
Associate Marketing is without a doubt, among the simplest means to earn money online. It is a profits sharing organisation connection in between the associate that accepts advertise the solutions or items, as well as the vendor that uses them.
The associate markets the seller’s solutions and also items and also obtains a compensation for every effective recommendation. Every time a consumer is referred to the vendor’s website, with the associate’s initiatives, as well as makes an acquisition, the associate obtains a share of the revenue.
Associate Marketers can make a couple of dollars to thousands of bucks with associate programs. The chance to make in associate advertising and marketing can just be restricted by the associate’s approach, imagination as well as decision.
There are numerous manner ins which an associate marketing expert can do to optimize their revenues. They will certainly most likely desire to obtain as lots of as feasible if you ask any type of associate online marketer exactly how lots of associate checks they would certainly desire to get. Some associate checks are little, totaling up to absolutely nothing greater than $25.
Over time, these associate checks might develop up to an actually outstanding quantity. Making a ton of money in associate advertising and marketing is not instantaneous.
The majority of associate marketing experts will enthusiastically respond that they desire to get as lots of associate checks as feasible. Does signing up with lots of associate online marketers ensure even more associate checks that actually amount to something? Since, it is extremely simple to sign up with associate programs as well as there is actually absolutely nothing to shed, associate marketing experts are attracted to sign up with as several programs they can obtain their hands on.
The finest method to accomplish several streams of earnings is to focus on one associate program. Select an item or solution that you can advertise passionately. The ideal solutions and also items to advertise are those that you utilize directly.
As quickly as your initial associate program is making a sensible revenue after that you can continue to signing up with an additional associate program and also repeat the procedure. “Too a lot, prematurely” is a typical mistake in associate advertising. Signing up with a lot of associate programs all at once in the hopes of having numerous streams of revenue merely does not function.
Emphasis initially on one associate program as well as job on it so that it makes a great earnings. The inquiry needs to not be exactly how numerous associate checks you desire to get, however just how lots of “high-paying” associate checks can you obtain.
If you ask any type of associate marketing professional just how lots of associate checks they would certainly desire to get, they will certainly most likely desire to obtain as lots of as feasible. Many associate marketing professionals will enthusiastically respond that they desire to obtain as numerous associate checks as feasible. Does signing up with several associate online marketers assure even more associate checks that actually amount to something? Since, it is really simple to sign up with associate programs as well as there is actually absolutely nothing to shed, associate online marketers are attracted to sign up with as numerous programs they can obtain their hands on. The inquiry needs to not be just how lots of associate checks you desire to get, however exactly how numerous “high-paying” associate checks can you get.
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Everyone talks about algorithm updates, but Google does a
whole lot more than adjust algorithms.
Some of the moves they are making are really going to impact
your marketing efforts.
So, what are these non-algorithm changes?
Well before I get into them, keep in mind that you aren’t
going to like some of them, and that’s ok. Instead, I want you to focus your
energy on how you can leverage these changes before your competition.
Let’s get started…
Change #1: Google executives are big on “ambient
If you aren’t familiar with the concept of ambient computing,
here’s a quick definition:
Ambient computing is a term that encompasses many different concepts. At its core, it is the combination of hardware, software, user experience, and machine/human interaction and learning, all of these things becoming the idea of using a computer or internet-enabled device, without necessarily consciously using it.
In other words, Google wants you to use them 24/7 no matter
where you are or what you are doing. They are doing this by integrating
Whether it is Nest, Android devices, Chromebooks, smartwatches, Google Home, or anything else they can drum up.
Because their mission is to spread the usage of all Google
related products, it will eventually open up new ways for you to drive traffic
An obvious example is to create apps on mobile devices that
work on Android phones. Uber, Netflix, and Candy Crush are all examples of apps
that work on Android devices.
You already know about apps, but I bet you don’t have one.
Of course, a lot of those devices are old or in landfills. But still, there aren’t that many apps for how many mobile devices that exist. Especially when you consider that there are over 1,518,207,414 websites.
In other words, there are 759 times more websites than
apps, so consider creating one. 😉
If you don’t know how you can always use services like Build Fire.
And in addition to apps, you’ll need to start looking at generating traffic through all voice devices. Phones, watches, and even the smart home assistants that Google is creating leverage voice search.
Using tools like Jetson.ai
will help you create a voice version of your website so you can collect sales
If you don’t think voice search is that important, 50% of searches are now voice-based.
Again, just like an app, I bet you don’t a voice search version of your website.
Question is, are you going to create one first or is your competition?
Change #2: Future generations are more likely to be
hooked on Google devices
Do you have a Chromebook? Chances are you
But if you have kids, or nieces or nephews, ask them if they
have ever used a Chromebook.
Just look at the percentages
of schools that use Chromebooks.
In some countries like the United States, 60% of the schools
That’s a ridiculously high percentage.
Apple has also been trying to penetrate classrooms, but they
haven’t been having the same success as Google.
All this means is that kids are going to grow up using
Google devices and fall into their ecosystem.
Sure, social sites like Instagram, Tiktok, or whatever else is new will always be popular, but the chances are these young kids will get to those sites using a Google device.
Even though Google isn’t as sexy as it once was, you shouldn’t
take it for granted. It’s not going anywhere, and future generations will
continue to leverage them. Just don’t drop your eye on Google and you’ll be
Change #3: Expect Google to buy someone big in the
When you think of ecommerce, what name comes to mind?
I bet you are thinking of Amazon.
We all use Amazon and, of course, every major tech company wants a slice of the ecommerce market.
Even when I’m using a search engine to find something to
buy, I usually click on an Amazon listing because we all love their Prime
As consumers, we are just trained to go to Amazon to buy stuff.
And if you aren’t going to Amazon, you are probably going to Walmart or one of their online stores that they own all around the world.
To make matters worse, Walmart has removed all of its products from Google Shopping.
Google hasn’t made any big ecommerce or commerce purchases in general but you can expect that to change.
They may decide to buy a grocery delivery company like Instacart, but knowing them, I believe they will stick with the software, just like most things that they are doing.
Expect them to go after Amazon by helping people create
their own ecommerce site. Whether it is through a Shopify
acquisition or Bigcommerce or any other
platform out there, they want to own the ecommerce market.
It’s going to be too tough to go head-on with Amazon, and that’s I think they will take a different route and go after a platform like Shopify.
If you are selling products online you should, of course, be on Amazon, but don’t rely on them. Make sure you have your own website and look to see what platform play Google makes as you may eventually want to consider moving over to whatever they buy.
Change #4: Google will dominate the hardware industry
And no, I don’t mean they are going to create something
better than an iPad or an iPhone.
Apple, at its core, is a hardware company and they are clearly the winner when it comes to producing amazing devices that we use. But there is a big issue with Apple devices and even Samsung devices.
They are expensive.
If you want to buy a brand new iPhone, expect to drop $699 for the lowest model.
Google, on the other hand, does have high-end devices, but they also try and produce affordable devices. They also let other manufacturers use their operating system for their phones.
Their goal isn’t to make the most money per phone. Their goal is to get everyone in the world using their hardware.
Because that means they are collecting more data and that allows them to generate the most amount of money from advertising because all of these devices drive people to their search engine that is filled with ads.
It’s a pretty smart move.
I highly recommend that you watch this…
They aren’t just using this strategy with their phones, they
are trying to make all of their products affordable. That way people all over
the world can afford them.
Because if you live in places like Brazil or India, Apple
devices are too expensive, which leads people to choose a Google device.
Less than 5% of the world lives in the United States… the money is in the global markets.
If you are debating which platform to build on, consider Google, even if it isn’t the sexist due to sheer volume. Android’s market share is roughly 87% because of its affordable hardware and partnerships.
Change #5: Expect Google Ads to go offline
Right now you mainly see ads on their search engine.
Yes, you will also find ads on some of their other properties like Maps, but expect them to be everywhere.
For the first time, the 2019 digital ad spend overtook traditional ad dollars in the United States.
But still, ad dollars offline is more than a hundred billion-dollar industry, and that’s just in the United States.
Over the next few years, I bet you’ll see Google dip into offline advertising.
Just think of it this way. Google owns Waymo, a self-driving Uber type of service that is growing fast in popularity.
They have data from the Google devices in your home and the watch on your wrist and they know where you going through Waymo… essentially, they have more data on you than anyone else.
Heck, they are even starting to offer checking
With all of that data, who better to serve you offline ads?
They’ll be able to target people better and make them more relevant.
This will also increase the value (cost) of offline ads as
well as online ads in the long run.
Change #6: Search results won’t look the same in the
You are probably going to hate this change the most, but it
will also make their search engine more usable.
They are testing a lot of different ad types.
For example, as a business, you can collect leads through Google.
And eventually, you’ll just be able to book a hotel room right on their search engine without going to the hotel’s website.
The same will happen with mortgages, auto insurance, and many more industries.
This doesn’t mean that SEO will be dead or no one will go to
your site from search engines, it just means you will have to adapt.
For example, you can create educational-based content, rank highly, and when people land on your website, you can convert them through sales funnels.
You can also use tools like Hello
Bar to create sliders and popups to drive visitors to your money pages.
The future isn’t going to look the same. Companies like
Tesla aren’t the only ones who are innovating, most big companies are.
Don’t expect Google to just stay the same and not adapt just
like every other tech company is trying to do.
It’s the only way to stay ahead and win.
As marketers and entrepreneurs, Google won’t be the only one
disrupting how you are growing your sales and traffic. But instead of getting
upset or complaining, accept it.
Be productive with your time and focus on adapting. Because
when you are adapting while your competition is complaining, you’ll win.
What other changes do you see Google making in the