Is Your SEO Strategy Proactive Enough? Why You Should Already Be Preparing for the 2021 Google Core Web Vitals Update

The ongoing global pandemic has accelerated the established shift away from traditional branding activities towards digital marketing initiatives; we’ve previously discussed the surge in social media usage and examined why video continues to dominate in 2020.

In this highly competitive environment, businesses need to do everything in their power to ensure they are taking a proactive approach to Search Engine Optimization (SEO). Consequently, all brands should be preparing now for the Google Core Web Vitals update coming sometime in 2021.

How You Can Prepare for the 2021 Google Core Web Vitals Update:

  • Actively engage with your web team to determine how the update affects your site
  • Develop and execute a comprehensive implementation plan prior to the update
  • Work proactively to improve the user experience as measured by Google’s Core Web Vitals

As with past updates to Google’s page ranking algorithm, the Core Web Vitals update will affect which sites are displayed highest in search—and critically, which make it to the front page. If your site is not appearing on the first page of a relevant Google search, you might as well not exist. What makes the upcoming Core Web Vitals update exceptional is the ample notice Google has provided prior to implementation—thus allowing businesses the opportunity to optimize their sites in advance.

The update is centered around metrics Google has defined as “Core Web Vitals.” Simply put, these values define the user experience of navigating your website.  For optimal ranking, brands should be considering questions such as:

  • How long does a page take to load?
  • Is our site mobile-friendly?
  • How can we streamline ads to be less intrusive?
  • Does content shift around as the page loads?

While these questions could have major implications for your web development team, the update will not radically rewrite the SEO playbook at a high level; great content is still the single most important factor when it comes to your ranking. Auditing and optimizing your site takes time, but will pay dividends next year when the update goes live. By initiating the update process early, brands stand the best chance of improving their page rankings in 2021 and beyond.

To learn more about this topic or to discuss an issue impacting your business, contact Bailey’s Vice President of Client Services, Jamie Gailewicz, at 610-818-3103 or click here to contact us via [email protected].


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