Chris Siebeneck, VP of Strategic Partners at SEO Werkz, Changing the world… one campaign at a time.
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We all know that web performance is critical for a successful business online. Waiting too long for sites to load hurts conversion rates and revenue, for example. Walmart found that for every second they reduced the load time of their website, their conversion rate improved by 2%. Suffice to say, web performance matters. That is why it has long been an essential measurement for Google. Fast websites offer a better user experience, and so it is one of many important ranking signals for companies doing online marketing and SEO. But web performance can be very difficult, often coupled with a large amount of technical debt. What if there was an easier way?
Google, like many other tech companies, has a keen focus on user experience and web performance for the users of its site. For the best user experience on its search engine, Google prioritizes sites in its search results that have a good (and fast) user experience so searchers get the best experience possible. Google recently started supporting a technology called signed exchange (often referred to as SXG), which allows you to reduce the load time of your website, specifically for users visiting your site from the Google search results pages. SXG allows Google to start preloading your website assets (including images, style sheets and more) in users’ browsers before they ever visit your website. In fact, it will load assets from your website to the searcher’s browser when your site appears in the search results, even if that user never actually visits your website.
SXG support helps your website’s SEO, primarily with largest contentful paint. This metric—one of Google’s Core Web Vitals—measures how long it takes for the main content of a website to load in the browser.
Google has shown that it’s favored fast websites for many years. This became even more obvious with its page experience update, which identifies three signals, including speed, that are important to the user experience. The other two signals are a secure encrypted experience and mobile friendliness.
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To go even further, Google launched three metrics to encompass what elements of speed are important to the webpage load experience: largest contentful paint (LCP), first input delay (FID) and cumulative layout shift (CLS). These capture what a fast and good webpage loading experience should be. It loads quickly on screen (LCP), is ready for you to interact with (FID) and doesn’t shift around as it loads (CLS).
While SXG is one of the latest technologies that Google has added support for, the rest of the web has continued to drive innovation for web performance as well, including the development of HTTP/3 and more services moving to edge computing and serverless configurations.
Getting SXG support set up by yourself can be a daunting task without a seasoned web development team. It includes acquiring a secure certificate from Digicert, currently the only certificate authority offering the signed exchange extension on SSL certificates. Along with that, you will need to run programs to package all of the assets of your website and re-create those packages every time your website changes (or every seven days, as a signed exchange package expires within seven days). As you can imagine, even with the right team in place, there is still significant technical debt to get SXG support deployed. Google’s support for SXG requires it to constantly verify that its package of your webpage matches the latest version of the page on your site.
One great thing about web page performance being so important to users is that innovation happens quickly. During Speed Week at Cloudflare in September 2021, they announced automatic signed exchange support, including handling the negotiation for the signed exchanged extension on your SSL certificate without having to go through the verification process required by the certificate authority or even buy the SSL certificate.
These new technologies can help your website perform at its best. If your web team or digital marketing agency isn’t offering you these latest services, be sure to find a company that can make sure you stay competitive in the digital landscape.
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from Web Development – My Blog https://www.techyrack.com/syndication/2022/08/30/how-can-sxg-improve-your-seo-forbes/
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