- Four industries for the most important web vitalities
- Finance Core Web Vitals – # 1 Winner
- B2B – second most important CWV niche
- Educational institutions – third place
- Retail Locations – Biggest Losers
- Key Findings from the BrightEdge Report
- Core Web Vitals is a challenge
BrightEdge, a provider of enterprise SEO platforms, has created a report comparing industries to understand Core Web Vitals' performance. They discovered what types of websites were best positioned to get a Google ranking boost and why some others were missing.
BrightEdge reviewed the top websites in four industries using five hundred keywords. They selected the pages that ranked for those top 500 keywords so that the study's results reflected an approximation of the actual Core Web Vitals on search engine results pages.
BrightEdge noted about their methodology:
“Mobile page speed performance for all URLs was measured and aggregated from the CrUX database. We have tested this specifically for mobile devices, as mobile-first indexing is important and implemented. "
Google stated that the Core Web Vitals results represent a collection of groups of pages on a website. When pages are reached by actual users who have chosen to report CWV results, they are archived and made publicly available as a CrUX database.
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Mueller of Google commented on how the most important web vitals are calculated:
"… What happens to the field data is that we don't have data points for each side.
So we mostly need groupings of individual sides.
And depending on the amount of data we have, this can be a grouping of the entire website (type of domain).
… I think the Chrome User Experience Report uses the origin that would be the subdomain and protocol there.
So that would be a kind of overarching grouping.
And when we have more data for individual parts of a website, we will try to use that. "
Using the top-rated sites' CWVs, as well as the CrUX data, is a realistic starting point for determining how likely it is that companies in these sectors will get a ranking boost related to Core Web Vitals.
Four industries for the most important web vitalities
BrightEdge occupied four business niches.
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Four niches in rank:
- Business to Business (B2B)
- retail trade
Finance Core Web Vitals – # 1 Winner
The most competitive niche in this comparison of four industries is finance, and that's hardly surprising.
Banking, loans, mortgages, credit cards, and almost anything money-related have traditionally been very competitive when it comes to search engine optimization.
24% of the top URLs in the financial sector would get a boost. Information pages were best optimized and positioned to get a ranking boost. Bank and aggregator websites need the most improvement
B2B – second most important CWV niche
B2B is a niche that spans a wide variety of industries. It can be anything from restaurant supplies to human resource management software. My experience with B2B companies is that they are pretty text heavy and not overburdened by media files.
So it wasn't surprising that this niche had the second most important ranking.
A full 13% of the top ranked websites would likely get a ranking boost.
While this means that most websites in the B2B niche probably wouldn't get a ranking boost, websites in that niche shouldn't expect it. After all, SEO (and winning in general) is about doing the best you can.
According to the BrightEdge report, information pages tended to do well in the B2B niche. B2B transactional sites did less well because of videos and other interactive content.
Educational institutions – third place
Education-related websites ranked third with a dramatically lower number of websites on the receiving end of a Core Web Vitals ranking boost.
Less than 5% of websites in the education sector would get a ranking boost. Similar to B2B and finance, information and resource pages performed best.
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App stores and websites with dynamic content do less well.
Retail Locations – Biggest Losers
Retail locations formed the bottom end and represented the most challenged niche of all four.
Of the top three niches, it was the information pages that tended to do well, and the transaction end of those niches that were the least likely to get a ranking boost.
From that perspective, it may not come as a surprise that the mostly purely transactional retail sector may struggle to see a rise in the Google Page Experience rankings.
Almost no retail websites would get a ranking boost. The main reasons for the poor performance were hero images and sales popups that were affecting the LCP and layout shift values.
The bright spot in retail were review sites. Retail review sites are best optimized to get a ranking boost.
Key Findings from the BrightEdge Report
BrightEdge's report summarized their findings:
- “The mobile experience is critical across all categories.
- Image compression appears to be a leading challenge for leading brands.
- Pages that do well for CWV are usually informative in nature.
- In the retail sector in particular, there could be significant disruptions if second-tier retailers receive a boost. "
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According to Jim Yu, CEO of BrightEdge:
“We see that some industries may be better prepared for Google's Page Experience Update and Core Web Vitals than others. Our research shows that there are some similarities between industries.
For example challenges with mobile image compression. However, it is important to remember that – especially in large companies – nuances and challenges are different and that the introduction today can be completely different over time and in May.
It all depends on how enterprise search and digital marketers dictate the right course of action to meet key benchmarks and how they convince and work with the rest of the company, including IT and web development. "
Core Web Vitals is a challenge
Getting top marks for Core Web Vitals' metrics is challenging because many of the issues that need to be addressed are not the fault of the publishers and companies. The problems that need to be fixed are usually related to how the content management system (CMS) and the topics used are designed.
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For example, a retail website depends on the shopping platform, which should be coded so that less code is required to render a web page and the code is presented in such a way that it does not block the main thread from being rendered.
This has traditionally not been a typical coding practice for most CMS and shopping platform developers as publishers and retailers had no demand for this type of coding until this year.
However, this is not an excuse for not trying to correct the problems inherent in many, possibly most, content management systems and topics.
Check out the full BrightEdge report on Key Web Vitals