Publishers need to find a balance between SEO demands with big flashy adverts that might negatively influence their search rankings.
Last year, Google introduced three evolving metrics as part of its Web Vitals initiative to improve User experience. Cumulative Layout Shift (CLS) – which measures page elements' visual stability – can be one of the most challenging to meet.
Publishers can make significant improvements in their CLS score by making a few changes in their approach. They should start by reserving the largest space an ad can take and labelling the ad container. They should also ensure that they refresh only to ads of the same height to prevent a pixel jump.
Publishers should also assess whether the short-term revenue from larger ads offsets their effect on long-term SEO health. They can also leverage the entire reserved ad space, including the ad container padding, to avoid a negative impact on CLS.
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