The optimal ranking of a website for search queries does not depend solely on the appropriate keywords and search intent. Rather, the user experience is a ranking factor in organic search. The consideration of the Core Web Vitals and here the measurement of the Largest Contentful Paint is part of every technical SEO service. In 2021/2022, Google introduced three key factors for evaluating the page experience:
These three KPIs are referred to as Core Web Vitals and influence the evaluation of a website - and therefore its positioning on the search engine results pages(SERPs)
This term refers to the time it takes for a website to load until the largest image or content block in the user's field of vision is fully displayed. The website elements that can only be reached by scrolling are therefore irrelevant. The four main website elements are measured, namely images and videos, blockers in text sections and background elements - the focus is therefore on the visible part of the website. Even with larger elements, the viewport counts, with scaled image sizes the smaller value, i.e. the dimensions of what is visible or the actual dimensions.
When a website is called up, the navigation is displayed first, then the H1 content followed by elements that call for action and the graphics. As soon as a user interacts, the time measurement stops. Special tools carry out this evaluation and provide corresponding reports, such as Google Search Console, Google Lighthouse, Chrome DevTools or PageSpeed Insights. If the loading process takes less than 2.5 seconds, the result is classified as good. A loading time of 2.5 to 4 seconds is considered satisfactory, anything more than that is considered unsatisfactory. The tools therefore provide important starting points for optimization.
If users have to wait too long for a website to load, they often abandon the process - the equally important bounce rate increases. An unsatisfactory Largest Contentful Paint therefore results in a poor conversion rate, which has a negative impact on overall traffic. It is not for nothing that Google interprets these signs as a poor user experience - and penalizes this in the ranking.
In addition to ensuring high-quality content, a comprehensive and professional SEO consultation therefore also includes a look at the relevant key figures. If two pages are deemed to be of equal value in terms of content, the Core Web Vitals determine the ranking. Often enough, small changes in the settings are enough to improve the Largest Contentful Paint as part of on-page SEO. However, it may also be necessary to revise the website and relaunch it in order to meet Google's criteria and achieve an optimal ranking.