Elevating Search Quality with Interaction to Next Paint (INP)

This week, Google is introducing a change to Core Web Vitals, notably introducing the Interaction to Next Paint (INP) metric, which is set to replace First Input Delay (FID). As the Chief Technical Officer at BrightEdge, I’m excited to delve into what INP entails and how we’ve integrated this new data point into our platform.  

Core Web Vitals: The Foundation of User-Friendly SEO

A couple years ago, Google began rolling out its Page Experience update. It allows Google to factor user experience into rankings, focusing on Core Web Vitals: Large Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). These indicators measure the user-friendliness of a webpage based on actual user interactions collected through the Chrome User Experience Report. LCP evaluates how quickly the main content becomes visible, FID assesses how responsive a page is to initial interactions, and CLS measures the stability of content during loading. Enhancing these aspects ensures your pages meet Google’s standards for a positive user experience. It can also make your website much more enjoyable for your users! 

Transitioning from First Input Delay to Interaction to Next Paint

INP offers a broader evaluation of a page’s interactivity by tracking the responsiveness of all user interactions, not just the first one. This comprehensive metric better captures the full user experience, identifying potential delays in interactivity that might not be apparent at first load. Google recommends aiming for an INP of 200 milliseconds or less to ensure a satisfactory user experience.

BrightEdge’s Approach to Monitoring INP

At BrightEdge, we’ve already integrated INP performance into our platform alongside other page speed factors. SearchIQ seamlessly integrates INP tracking, allowing you to measure your performance against that of leading competitor pages. This integration enriches our analytics, enabling you to stay competitive and pinpoint opportunities for improvement.

Furthermore, Instant offers immediate INP assessments, giving insights into your pages and those of your competitors. This capability is crucial for making quick, informed decisions and maintaining a competitive edge in SEO.

Beyond Page Experience: A Comprehensive SEO Strategy

While Core Web Vitals are important for organic search success, they are just one piece of the SEO puzzle. But with resources like SearchIQ, you can evaluate whether your site’s user experience stands as a strength or area for improvement within the broader SEO landscape. Simultaneously, Instant provides the ability to conduct swift evaluations, ensuring you’re always prepared to optimize effectively.

At BrightEdge, we’re dedicated to keeping our clients at the cutting edge of digital marketing advancements. Together, we’ll make 2024 a year of unparalleled success!