Core on web vitals, a smas magazine case study

Improving Core Web Vitals: A Case Study with SMAS Magazine

In the digital age, user experience (UX) has become a critical component of a website's success. When it comes to SEO and page performance, Google's Core Web Vitals have emerged as a benchmark for quality. These essential metrics, focusing on load performance, interactivity, and visual stability, have become vital to determine how users perceive and interact with websites. For many organizations, optimizing these Core Web Vitals can make a significant difference in both user satisfaction and search engine rankings.

In this case study, we will explore how SMAS Magazine, an online platform for the latest trends and stories, successfully improved its Core Web Vitals, leading to better user engagement and enhanced site performance.

Understanding Core Web Vitals

Core Web Vitals focus on three specific performance metrics:

1. Largest Contentful Paint (LCP): Measures loading performance. A good LCP score is achieved when the largest visible content element (usually an image or a block of text) loads within 2.5 seconds of the page starting to load.

2. First Input Delay (FID): Measures interactivity. FID is the time it takes for a user to interact with your page, such as clicking a button or a link. A score of 100 milliseconds or less is considered ideal.

3. Cumulative Layout Shift (CLS): Measures visual stability. CLS tracks how much the page layout shifts during loading, which can be frustrating for users. A good CLS score should be less than 0.1.

The Challenge: SMAS Magazine's Initial Struggles

Before optimizing their website's Core Web Vitals, SMAS Magazine faced several performance-related issues that impacted user experience:

• Slow Page Load Times: The magazine’s pages took longer than 3 seconds to load, resulting in a suboptimal LCP score. This meant users were often frustrated with delayed content loading, especially for mobile users who are more likely to abandon a slow site.

• Poor Interactivity: SMAS Magazine's FID was above 100 milliseconds, leading to a delay between user input (such as clicking a link) and the page’s response. This issue primarily arose due to heavy JavaScript execution that blocked the browser’s main thread.

• Layout Shifts: Users noticed content shifting around as images and text loaded, resulting in a high CLS score. These layout shifts, while subtle, were distracting and diminished the magazine’s overall UX.

SMAS Magazine’s Approach to Improving Core Web Vitals

SMAS Magazine recognized the urgency of addressing these issues, particularly as Google’s ranking algorithms began factoring in Core Web Vitals for SEO. The team adopted a systematic approach to improving their site’s performance.

1. Optimizing Largest Contentful Paint (LCP):

   • Image Optimization: One of the biggest contributors to slow page loads was unoptimized images. SMAS Magazine implemented modern image formats such as WebP, which offer better compression without sacrificing quality. Additionally, they used lazy loading for images, ensuring that images were only loaded when they were about to enter the viewport.
   • Server-Side Optimization: The magazine migrated to a faster web hosting solution with improved server response times, cutting down on delays associated with slow server responses.
   • Preloading Key Resources: By preloading critical resources like fonts and key scripts, the page rendered faster, reducing LCP time.

2. Improving First Input Delay (FID):

   • JavaScript Optimization: SMAS Magazine reduced the amount of JavaScript on the page and utilized code-splitting techniques to load only the necessary scripts for the user’s interaction. This reduction in JavaScript execution time resulted in faster interaction response times.
   • Deferring Non-Essential JavaScript: By deferring the loading of non-essential scripts, such as those for analytics or social media sharing, SMAS Magazine allowed the essential interactive features of the page to load first.

3. Reducing Cumulative Layout Shift (CLS):

   • Setting Size for Images and Ads: One major cause of layout shifts was the unaccounted space for images and advertisements that loaded dynamically. The team ensured that they reserved enough space for these elements by setting explicit width and height values in CSS.
   • Avoiding Font Shifts: By implementing the font-display: swap CSS rule, SMAS Magazine ensured that text was visible immediately with fallback fonts until the custom font loaded, eliminating any layout shifts caused by font loading.

Results: Post-Optimization Performance

After implementing these optimizations, SMAS Magazine saw significant improvements in their Core Web Vitals scores. Here’s a look at the results:

• LCP Improved by 45%: The magazine’s LCP score dropped from an average of 3.5 seconds to just under 2 seconds, providing a much faster experience for users.
• FID Decreased by 60%: The time between user interaction and page response dropped from over 150 milliseconds to around 60 milliseconds, leading to smoother and more responsive navigation.
• CLS Reduced by 50%: With the proactive approach to preventing layout shifts, the magazine's CLS score fell from 0.3 to 0.15, resulting in a more stable, visually appealing experience for users.

SEO and User Engagement Boost

Not only did SMAS Magazine’s Core Web Vitals improve, but the website also benefited from increased traffic and user engagement. Google’s Page Experience update took Core Web Vitals into account, and as a result, SMAS Magazine saw an uplift in its rankings, especially on mobile search results.

• Bounce Rate Decreased: With faster load times and improved interactivity, visitors were more likely to stay on the site and explore multiple pages, leading to a decrease in bounce rates.
• Increased Time on Site: With improved stability and a smoother browsing experience, users spent more time reading articles and interacting with the content.

Conclusion

SMAS Magazine’s journey of optimizing its Core Web Vitals demonstrates the importance of performance and UX in today’s digital landscape. By focusing on load time, interactivity, and visual stability, the magazine was able to improve both user satisfaction and SEO rankings. For businesses and websites looking to stay ahead in the competitive online world, investing in Core Web Vitals optimization is no longer optional but essential.

If you’re facing similar challenges with Core Web Vitals, the lessons from SMAS Magazine’s case study can help guide your own website’s optimization efforts. With the right strategies, you can deliver a seamless, fast, and enjoyable experience to your users, boosting both performance and engagement.