优化SEO，提升用户体验和收入的速度指标可视化
Table of Contents
- 😊 Introduction
- 😎 How Google Understands Speed
- 🚀 Metrics in the Chrome User Experience Report
- 3.1 First Paint
- 3.2 First Contentful Paint
- 3.3 DOM Content Loaded
- 3.4 Onload
- 3.5 First Input Delay
- 📊 Accessing and Visualizing CRUX Data
- 4.1 PageSpeed Insights
- 4.2 CRUX Dashboard
- 4.3 Querying the Raw Data
- 💡 Use Cases for CRUX Data
- 5.1 Getting Buy-In for Optimization
- 5.2 Revenue Impact Calculation
- 5.3 Informing Developers
- 5.4 Communicating Performance Impact
- 🌟 Benefits of a Faster Website
- 6.1 Better User Experience
- 6.2 Improved Customer Loyalty
- 6.3 Growing SEO Benefit
- 🎉 Conclusion
😎 How Google Understands Speed
Google has recently started incorporating speed as a secondary ranking signal, understanding that a faster website leads to a better user experience. The mobile speed update in July marked a significant shift in Google's approach to speed. To understand speed, Google combines lab data from tools like Lighthouse and Chrome Dev Tools with data from anonymous Chrome users, stored in the Chrome User Experience Report (CRUX) database. The CRUX database includes five key metrics: First Paint, First Contentful Paint, DOM Content Loaded, Onload, and First Input Delay. These metrics provide crucial insights into website performance.
🚀 Metrics in the Chrome User Experience Report
3.1 First Paint
The First Paint metric measures the time it takes for any visual element to appear on the page, indicating that the page is loading.
3.2 First Contentful Paint
When some text or an image loads on the page, it triggers the First Contentful Paint metric. This metric helps evaluate the perceived loading speed.
3.3 DOM Content Loaded
DOM Content Loaded represents the point at which the HTML document has been fully loaded and parsed, including any synchronous JavaScript that blocks rendering.
3.4 Onload
Onload signifies the completion of the page loading process, including all the resources such as scripts, stylesheets, and images.
3.5 First Input Delay
The First Input Delay metric measures the delay between a user's interaction with the website and the server's response to that interaction. It indicates the responsiveness of the website.
📊 Accessing and Visualizing CRUX Data
There are several ways to access and visualize the CRUX data. These methods provide valuable insights into your website's performance trends.
4.1 PageSpeed Insights
PageSpeed Insights is an easy way to access CRUX metrics and receive recommendations to improve your website's performance. By entering the URL of the page you want to analyze, you can obtain a snapshot of the CRUX metrics along with suggestions for optimization.
4.2 CRUX Dashboard
The CRUX dashboard provides access to all five CRUX metrics and allows you to analyze the percentage of page loads categorized as slow, average, or fast. It also presents monthly trends to track your website's performance changes over time. However, this dashboard has limited customization options.
4.3 Querying the Raw Data
To fully leverage the CRUX database, querying the raw data is necessary. By creating an SQL query and running it against the CRUX database using BigQuery, you can export the results into Google Sheets. This data can then be pulled into Data Studio for creating customized graphs and visualizations. Although the process may seem complicated, following available guides simplifies the implementation.
💡 Use Cases for CRUX Data
The CRUX data opens up various use cases for optimizing website performance and receiving buy-in from stakeholders.
5.1 Getting Buy-In for Optimization
By presenting the CRUX visualizations and flagging behind competitors' websites, you can gain stakeholders' attention and demonstrate the need for optimization efforts. This information serves as a basis for initiating improvement initiatives.
5.2 Revenue Impact Calculation
Google provides a useful tool called the Revenue Impact Calculator. By inputting information about your website, the calculator demonstrates potential revenue increases based on speed improvements. This data can be instrumental in justifying optimization efforts to decision-makers.
5.3 Informing Developers
The CRUX data allows you to identify specific problem areas in your website's performance, such as slow First Contentful Paint. Armed with this information, you can communicate these issues to developers and collaborate on implementing necessary fixes.
5.4 Communicating Performance Impact
Once optimization initiatives are underway, it is essential to communicate their impact on both performance metrics and business metrics. By overlaying performance trends with conversion rates, bounce rates, and other business metrics, you can demonstrate the correlation between website performance and key business outcomes.
🌟 Benefits of a Faster Website
Having a faster website brings numerous benefits that go beyond improved user experience.
6.1 Better User Experience
A faster website provides a smoother and more seamless user experience. Users appreciate websites that load quickly and are more likely to stay engaged and convert.
6.2 Improved Customer Loyalty
When users have a positive experience on your website, they are more likely to return in the future, increasing customer loyalty and potentially leading to repeat business.
6.3 Growing SEO Benefit
While speed is currently a secondary ranking signal, it is essential to keep in mind that Google's algorithms constantly evolve. Speed may become an increasingly significant factor in search rankings, emphasizing the importance of optimizing website performance.
🎉 Conclusion
Understanding how Google assesses website speed through metrics in the CRUX database is crucial for enhancing user experience and driving business growth. By accessing and visualizing CRUX data, you can identify areas for improvement, gain buy-in for optimization initiatives, and communicate the impact of those initiatives. Additionally, a faster website offers benefits such as better user experience, improved customer loyalty, and potential SEO advantages. Prioritizing website speed optimization is a proactive approach to ensuring online success.
Highlights:
- Google understands website speed through a mix of lab and field data.
- The Chrome User Experience Report (CRUX) database includes five key metrics.
- Access CRUX data through tools like PageSpeed Insights and custom queries with BigQuery.
- Use CRUX data to gain buy-in, calculate revenue impact, inform developers, and communicate performance impact.
- Faster websites result in better user experience, improved customer loyalty, and potential SEO benefits.
FAQ:
Q: Why is website speed important for SEO?
A: Website speed is important for both user experience and potential SEO benefits. A faster website leads to better user engagement and satisfaction, reducing bounce rates and increasing the likelihood of conversions. Additionally, Google considers speed as a ranking factor, although currently of secondary importance.
Q: How can I access the Chrome User Experience Report (CRUX) data?
A: CRUX data can be accessed through tools like PageSpeed Insights and the CRUX dashboard. For more in-depth analysis and visualization, querying the raw data using BigQuery is recommended. It involves creating an SQL query, exporting the results to Google Sheets, and eventually pulling the data into Data Studio for customized visualizations.
Q: What are some use cases for CRUX data?
A: CRUX data can be used to get buy-in for optimization efforts, calculate the potential impact on revenue, inform developers about specific performance issues, and communicate the overall impact on both performance metrics and business metrics.
Q: What are the benefits of having a faster website?
A: A faster website offers a better user experience, leading to increased user satisfaction, improved customer loyalty, and potentially higher conversion rates. Additionally, it may contribute to better search engine rankings, resulting in increased organic visibility and potential business growth.
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