In 2020, Google introduced three core web vitals with the primary aim of improving user experience. This year, in March 2024, the search engine is finally ready to roll out the new INP core web vital, replacing the old FID metric or first input delay.
What does this mean for website owners, and how should the transition go?
To answer, we’ll briefly explain the previous core web vitals and their role in your SEO performance.
Then, we’ll discuss the INP core web vital metric, focusing on its difference from FID and the best strategies to prepare for this latest Google update.
What are Google Core Web Vitals?
Core web vitals are essential metrics that evaluate users’ experience when visiting your webpage.
In a way, they can tell you whether a visitor will enjoy browsing your site or not, and previously, these include the following:
- Largest contentful paint (LCP): LCP refers to your page’s loading speed or the total time spent after a user clicks on a link and sees most of its content. According to user experience standards, your LCP is excellent if 75% of your page content can load within 2.5 seconds.
- Cumulative layout shift (CLS): CLS refers to your page’s stability as it loads. Google dislikes moving elements or content in pages while they load up. So, you need to keep your CLS score at 0.1 or less.
- First input delay (FID): FID refers to your page’s responsiveness or the time spent for the browser to respond to user input or action. For example, how long does it take for your site to react when a user presses the Click Here button? According to Google standards, it should take 100 milliseconds or less.
Why are Core Web Vitals Important?
As a website owner, following Google’s updates and guidelines, like implementing core web vitals, is best practice.
However, core web vital optimisation is more crucial to your overall website performance.
Since these metrics focus on enhancing user experience, improving your core web vitals also equates to better user engagement and retention, improved search rankings, and increased conversions.
Optimised core web vitals make your users and Google happy. This effect naturally leads to several business advantages.
What is the INP Core Web Vital Metric?
As mentioned, Google has phased out the old FID core web vital and put interaction to next paint or INP in its place.
INP is a core web vital that measures the time it takes for a web page to respond to user interaction. It captures how smooth (or frustrating) the experience is each time a customer or visitor:
- clicks on the mouse
- taps on a touchscreen
- presses on a physical or onscreen keyboard
Hovering and scrolling within the page are not part of INP monitoring.
How is INP Different from FID and Why the Shift?
INP and FID may seem like twin core web vital metrics since both centre on page responsiveness or interactivity, but they have two main differences:
- FID only measures the processing delay within the first user interaction, whereas INP measures the delays from all user interactions made within the page.
- The FID score covers the delay between the initial interaction and webpage processing. On the other hand, the INP score computation happens when the user leaves the page. Also, INP measures the worst input delay during the user’s entire session.
This comparison highlights the more comprehensive nature of INP, making it a more reliable metric for page responsiveness than FID.
What Happens Once INP Core Web Vital Takes Over?
We expect these three things when INP replaces FID.
1. Users will experience a better page experience.
Considering that INP has a considerably broader scope in monitoring user interaction and processing, users can expect faster and more responsive interactivity from websites they visit.
The improved experience should apply to any device they use.
2. Google will prioritise websites that implement the INP update.
Note that Google does not apply direct penalties to website owners who do not meet INP requirements.
However, non-compliance also leads to poor interactivity, which could result in higher bounce rates, lower rankings, and decreased engagement.
On the other hand, websites with higher interactivity due to INP are likely to improve their ranking status and traffic.
3. FID will remain a metric for assessing user experience.
Despite INP becoming a core web vital, it does not mean FID is no longer relevant. This metric will still provide valuable insights about a page’s initial responsiveness.
That only means website owners should continue applying and monitoring FID alongside INP.
This conclusion applies particularly to websites centred on service or e-commerce operations.
Fast initial interactivity is crucial to pages with, for example, Book Now or Add to Cart buttons. The business can lose valuable sales or get more abandoned carts if these pages have poor FID scores.
The same applies to lead generation pages like your homepage or landing page. This page typically features Sign Up or Download Now buttons for gathering visitor information.
You might lose vital customer data for future marketing purposes if your lead-generating page is not responsive.
How to Prepare for the INP Core Web Vital
We have established the role and significance of INP to your business and users. The next step is to know what to do for a smooth INP transition.
Here’s a guide to help you get started.
1. Determine if your website has a “good” INP score.
What is a good INP? An INP rating below or at 200 milliseconds means your page is responsive.
Your page needs improvement if it’s above 200 ms but below 500 ms. INP ratings above 500 ms suggest poor responsiveness.
So, make it your goal to maintain an INP score above 200 ms and not go above 500 ms. But how do you measure INP?
You can use one of these core web vital measuring tools:
- Chrome User Experience Report (CrUX): This tool requires sufficient website visitors who use the Chrome browser. Once you qualify, CrUX can give real-world user experience data of your website.
- Google PageSpeed Insights: This tool evaluates your core web vital metrics based on your Chrome User Experience Report (CrUX) data.
- Google Search Console (GSC): This tool monitors the core web vital performance of the whole website on mobile and desktop devices. The GSC report also alerts you of issues and taps Google to validate remedies you’ve made.
2. Apply solutions to improve your INP if necessary.
There are several ways to optimise or get a passing INP core web vital mark, including:
- Collaborate with your web development team. Ensure your developers, designers, and content writers incorporate core web vitals like INP into their tasks. Specifically, identify what code, graphic, or content formatting would contribute to better page responsiveness. Also, contact your hosting provider, if applicable, and talk about INP readiness.
- Optimise your JavaScript or long-running tasks. Poor INP is often because of too many interactive elements on a page. In that case, work on your JavaScript and identify ways to defer or asynchronously load some of these elements to reduce the impact on user experience.
- Reduce your DOM size. Use page builders that do not generate bloated HTML or break down a one-page site into multiple pages. Also, avoid poorly coded plug-ins or complicated CSS declarations and JavaScript.
- Use relevant tools and browser extensions. You can download Google’s Web Vitals extension for a better INP rating.
3. Continuously monitor your INP and other core web vital performance.
Use the web auditing tools mentioned earlier to ensure your INP rating stays good. Also, regularly test your site performance through multiple browsers and devices for a consistent user experience.
Conclusion
FID has been an effective metric for measuring page responsiveness and ensuring good user experience. Now that the INP core web vital is ready to take its place, we expect even better things ahead.
With INP’s more holistic nature, users are in for a more responsive and smooth-sailing website performance. Business owners, in turn, can take advantage of INP to acquire a more realistic picture of their users’ experience.
Google is highly likely to prioritise websites that follow this core web vital shift. That only means website owners, developers, and SEO experts should prioritise INP, too.
Use tools to track your INP score and other core web vitals, then apply strategies to optimise them.
While it’s a complex yet rewarding process, it will ultimately help you build a seamless and enjoyable site for your users.
If you feel your website is slow and you are having trouble with your core web vitals, feel free to book your discovery session below.
