What is core web vitals?

Core Web Vitals are a set of specific factors that Google considers important for a website's overall user experience. Think of them as Google's way of measuring how pleasant and easy it is for someone to use your website. These metrics focus on three key aspects: how quickly your page loads, how fast it responds when someone tries to interact with it, and if its visual elements shift around unexpectedly while loading.

For marketing professionals and business owners, understanding Core Web Vitals is crucial because they directly influence your website's performance in Google search results. Google uses these signals as part of its ranking algorithm, meaning a site with good Core Web Vitals is more likely to appear higher in search results than a similar site with poor scores. This translates to more visibility, more traffic, and ultimately, more potential customers.

Improving these vitals isn't just about pleasing Google; it's about providing a better experience for your users. A fast, stable, and responsive website keeps visitors engaged, reduces frustration, and encourages them to stay longer, explore more, and complete desired actions like making a purchase or filling out a form.

Why it matters

Core Web Vitals are more than just technical jargon; they are a direct link to your business's online success. First, Google has explicitly stated that these metrics are a ranking signal. This means that if your website has strong Core Web Vitals, you have an advantage in search engine results pages, helping you outrank competitors who might be falling short. Higher rankings mean more organic traffic, which is often the most valuable kind.

Beyond SEO, Core Web Vitals significantly impact user experience. Imagine trying to access a website where images take ages to appear, or buttons jump around just as you're about to click them. This is incredibly frustrating. Websites with poor Core Web Vitals often have higher bounce rates, meaning visitors leave quickly without interacting. Conversely, a smooth, fast experience keeps users engaged, encouraging them to spend more time on your site, read more content, or complete a purchase. This directly affects conversion rates, customer satisfaction, and your brand's reputation. A slow website can make your brand seem unprofessional or outdated, while a fast one conveys efficiency and reliability.

How to improve it

Improving your Core Web Vitals involves a combination of technical adjustments and content optimization. It often requires collaboration between marketing teams and web developers.

Optimize images and media

Large image files are a common culprit for slow loading times. Ensure all images are compressed without losing quality. Use modern image formats like WebP. Consider lazy loading for images and videos, so they only load when a user scrolls to them, not all at once when the page first opens.

Reduce server response time

Your server's speed greatly affects how quickly your content is delivered. This can be improved by choosing a reliable hosting provider, upgrading your server plan, or optimizing your server-side code. Using a Content Delivery Network (CDN) can also help by serving content from servers closer to your users, reducing latency.

Minimize JavaScript and CSS

Excessive or poorly optimized JavaScript and CSS files can block your page from rendering quickly. Minify these files to remove unnecessary characters and consider deferring non-critical JavaScript until after the main content has loaded.

Ensure visual stability

Unexpected layout shifts (CLS) often happen when elements like images, ads, or web fonts load in after the initial content, pushing existing content around. To fix this, always specify the dimensions (width and height) for images and video elements. Also, reserve space for ad slots and other dynamic content to prevent them from suddenly appearing and causing shifts.

Key metrics to track

To effectively improve your Core Web Vitals, you need to understand and monitor the three main metrics:

Largest Contentful Paint (LCP)

LCP measures how long it takes for the largest content element on your page (like a hero image, video, or large block of text) to become visible within the viewport. A good LCP score is generally 2.5 seconds or less. This metric is all about how fast your user perceives the page to be loading its main content.

First Input Delay (FID)

FID measures the time from when a user first interacts with your page (e.g., clicks a button, taps a link) to when the browser is actually able to respond to that interaction. A good FID score is 100 milliseconds or less. This metric is crucial for interactivity and responsiveness, especially on pages where users need to quickly perform an action.

Cumulative Layout Shift (CLS)

CLS measures the total sum of all unexpected layout shifts that occur during the entire lifespan of the page. An unexpected shift happens when a visible element changes its starting position. A good CLS score is 0.1 or less. This metric focuses on visual stability, ensuring a smooth and predictable browsing experience without elements jumping around.

You can check your website's Core Web Vitals using tools like Google PageSpeed Insights, Google Search Console (under "Core Web Vitals" report), and Lighthouse. These tools provide detailed reports and actionable recommendations.

Actionable next steps

Regularly monitoring and optimizing your Core Web Vitals is an ongoing process. Start by using Google Search Console to identify specific pages that have poor scores. Then, use PageSpeed Insights to get detailed recommendations for those pages. Work with your development team to implement these changes, focusing on image optimization, server response times, and ensuring stable layouts. By prioritizing these improvements, you will not only boost your SEO but also significantly enhance the user experience for everyone visiting your site.