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Inside Google’s SEO Roadmap

It hasn't even been a full year since Google redesigned how they measure page speed, an update which put site performance at the top of its ranking factors. So high, in fact, that over the months it's become clear that page speed can deeply impact your overall SEO ranking and even make your ad buys more expensive.

In short, performance is everything to Google. As the platform improves how it defines optimal page speed, Google will only continue to favor the fast and trusted web. So before things develop any further, it's important to get acquainted with how Google currently measures page speed and, specifically, the metrics the platform has identified as mattering the most.


Understanding Site Performance

According to Google, one of the most common misconceptions about site performance is that it's measured solely based on load time. While this isn't exactly untrue, what's often misconstrued is that load time is based on one user's experience. But we know that every user experiences a different load time based on the conditions of their connection, device, and so on. This means load times are measured across a host of different times collected from various users instead.

To better illustrate, here's a graph from Google:

In the graph, the x-axis represents load times, and the y-axis shows the number of users who experienced that particular load time. So while most of the users in this example experienced a fast load time of less than a second, there were still many users who experienced a much slower load time.

Slow load times can be caused by a number of things. For example, if there's too much JavaScript on a site, the code can take longer to execute and slow down the site's progress. Because of this, it's important to not just consider initial load time when measuring site performance, but rather a user's entire experience on site. Is the site animating smoothly? Are clickable links too slow to register? The best way to understand a user's journey is by becoming familiar with the metrics Google uses to determine their experience.

The User-Centric Metrics That Matter

User experience isn't just important from a technology standpoint; it's a make-or-break factor in any publisher's content strategy. If you're producing quality content, it's important to first make sure that content can be viewed with ease.

According to Google, when a user first arrives at a site, this is what both parties are looking for:

From Google.

To answer these questions, Google has broken down each into a few meaningful measurements:

From Google.

Let's break down what each of these means:

  • First Paint (FP): FP is the amount of time it takes for any visual content to appear on site, which answers the question: Is it happening?
  • First Meaningful Paint (FMP): This is the amount of time it takes the most important content, what Google calls "hero elements" to load on site. Hero elements are different for every site, but should be intuitive based on your content. This metric answers the question: Is it useful?
  • Time to Interactive (TTI): This is the most important metric to keep an eye on. This is when the site is fully rendered and ready for user action. This can be a critical point when slow load time can occur, due to JavaScript that hasn't fully loaded or long tasks, which you will learn about shortly. So, in short, think of TTI as how long it takes for your site to load completely, answering the question: Is it usable?
  • Long Tasks: As you see in the chart above, long tasks are something you want to avoid. When a browser executes JavaScript, it delivers it in a series of tasks one by one. Sometimes certain tasks take longer to complete than others, causing site load time to tank quickly. Here's a link to Long Tasks API, which identifies tasks that take 50 milliseconds or longer to load.

These metrics are your roadmap to how Google will rank your site's performance and, ultimately, where it ends up in the search rankings. Here's a good visual on how the load journey works:

From Google.

How to Get One of the Fastest Sites on the Open Web

The best way to test your own site's performance score is by using Google's PageSpeed Insights and Lighthouse tools. This article demonstrates some good ways to track Google's key metrics to see if your site is performing.

It's always best to measure, test, and repeat to optimize your site for speed. The good news is that by focusing on these metrics, you aren't just prioritizing overall load time, but you're also overhauling your entire user experience for the better.

At RebelMouse, we've tracked social and search algorithm changes and how they impact the publishing industry for many years. Thanks to the massive scale of our CMS platform, we live close to data like site performance, and are able to identify the key strategy changes publishers need to make to stay on top of industry standards.

An example of an article page speed score from RebelMouse-powered Mikkeller Brewing NYC.

Now that platform dependence has subsided, and the rise of subscription-based models and thoughtful news aggregators are becoming more popular, user experience is what will set your site apart in a very saturated space. In 2013, publishers asked themselves: "How do I get the most reach on Facebook?" In 2019, the question has become: How do I make my site the best it can be? This is the ticket to unlocking modern sustainable growth and building a loyal user base.

We've built and host some of the fastest sites on the web, often beating out major publishers with huge tech teams and budgets. RebelMouse is made up of a team of traffic-obsessed, data-driven strategists. We make small updates to our platform daily to prioritize speed. Whether it's more options for lazy loading or updating all images to Google's next-generation image format, our product is always adapting — and so is Google.

Google isn't done defining just how they'll define page speed moving forward, but this roadmap is a good start, and a ticket to your site's monetary health and SEO ranking. If your site isn't optimized for speed like it should be, request a proposal today and we'll help you build one of the fastest sites on the open web. Let's create something meaningful together.

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Meet RebelMouse

Build on a better platform that supports far-reaching content distribution, impactful conversion, and unparalleled loyalty.

The world's largest companies trust us to power their global, multiplatform content experience. As a platform, we're now one of the largest in the world, reaching 50+ million people every month. As a creative agency, we build mass pop culture hits that grow organically to become household names — Axios and The Dodo, for example.

We work strategically with United Airlines and many other brands to establish the new media roadmap for their future and implement it. RebelMouse was founded by the CTO who built The Huffington Post. The founding vision and mission is still the same today: to be the right new media platform for both media companies and brands. It's working exceedingly well, and we're delivering some staggering results for our clients.

Read our latest deck here!

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This is why we've recently rolled out Global Styles in our Layout & Design tool. Users now have the ability to override styles by creating their own preferences in Global Settings that can then be applied to other pages en masse.

Users can create custom styles for any element, and then use those styles in other layouts by selecting them from a drop-down menu in one streamlined motion:

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RebelMouse CEO: Reimagining Diversity “Starts in the Office”

Why women, minorities, and the LGBTQ+ community will restructure workplace norms

Entering a new decade means a new opportunity to change how we approach diversity. In a joint interview alongside Leanne Pittsford of Lesbians Who Tech, RebelMouse founder and CEO Andrea Breanna said that the only way to fight patriarchal dominance is to encourage and nurture more women, minorities, and members of the LGBTQ+ community in the workplace, particularly in tech.

Over half of RebelMouse's employees are women or identify as LGBTQ. Read our full diversity and inclusion report here.

Check out the full video below.

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Mailchimp Free Users: You May Need to Upgrade Under New Pricing Plan

Features previously available in Mailchimp's Free plan have changed

Mailchimp has recently updated their pricing structure, and template customization features that were originally supported in the Free plan have been moved to the Standard plan.

The change means that any Free users will need to upgrade to the Standard plan that currently costs $14.99 per month. Beyond template customization, the following RebelMouse features will also no longer be available if you're using their Free plan:

  • Sending emails using Discovery
  • The ability to send daily and weekly newsletters
  • Turning a post into a newsletter using Entry Editor

While it may be an inconvenience to upgrade your Mailchimp account to a paid plan, consider this a small investment in a strategy with winning potential. Think of a newsletter as an extension of your site's content that puts the experience back in the hands of your readers. After all, users prefer to read and consume content on their own time in familiar interfaces, like Gmail. Click here to learn more about crafting an effective email strategy.

If you have any questions about Mailchimp's new changes and how they will work with RebelMouse's integration, email support@rebelmouse.com or contact your account manager today.

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