Core Web Vitals (CWV)

What Are Core Web Vitals?

Core Web Vitals consist of three key metrics that measure user experience on a webpage. These metrics are determined by real user data rather than lab data, offering an authentic view of how visitors experience your site. The three key metrics are:

Largest Contentful Paint (LCP) – This metric measures the loading performance of a webpage. LCP is the time it takes for the largest element (such as an image or block of text) on the page to become visible within the user’s viewport. A good LCP score is under 2.5 seconds. Pages that load slowly (over 4 seconds) may harm user experience and could be penalised in search rankings.

First Input Delay (FID) – FID measures the interactivity of a webpage. Specifically, it looks at the time between when a user first interacts with the page (such as clicking a link, tapping a button, or entering text) and when the browser responds to that interaction. A good FID score is under 100 milliseconds. Delayed responses can frustrate users, leading to a higher bounce rate.

Cumulative Layout Shift (CLS) – CLS tracks the visual stability of a webpage. It measures how much the content shifts during the loading phase, such as when images or text move unexpectedly, which can result in accidental clicks or a negative experience. A CLS score of under 0.1 is considered good, while higher scores indicate poor visual stability and user experience.

Why Are Core Web Vitals Important for SEO?

Google announced in May 2020 that Core Web Vitals would become a ranking factor in its search algorithm. While traditional SEO factors such as keyword relevance and backlinks remain important, Google now places significant weight on how users experience a website. Websites that deliver a seamless, fast, and stable experience are more likely to rank higher than those with poor Core Web Vitals.

For businesses, this means that optimising these metrics is crucial not only for providing a better user experience but also for improving organic visibility on Google. Websites with strong performance in these metrics are more likely to be favoured in search results, especially when competing against websites with similar content.

How Are Core Web Vitals Measured?

Core Web Vitals are measured using real user data, which is collected through Google’s Chrome User Experience Report (CrUX). This report provides insights based on data from actual users who visit the site, ensuring the metrics reflect real-world performance.

Additionally, developers and site owners can monitor these metrics through tools like Google Search Console, PageSpeed Insights, and Google Lighthouse. These tools help identify areas for improvement and track progress over time.

Understanding the Core Web Vitals Report

Google provides a detailed Core Web Vitals Report in Google Search Console. This report categorises your website’s URLs into three performance levels:

Good – Pages that perform well based on the Core Web Vitals thresholds.

Needs Improvement – Pages that could benefit from further optimisation to improve user experience.

Poor – Pages that significantly fail to meet the performance thresholds and likely offer a subpar experience to users.

This report helps site owners identify which pages need attention and prioritise improvements to align with Google’s recommendations for optimal performance.

How to Optimise Core Web Vitals?

Optimising Core Web Vitals involves various technical and design considerations to improve the user experience:

Improve Loading Times (LCP):

Optimise images by compressing them or using modern formats like WebP.

Minimise JavaScript and CSS to reduce render-blocking resources.

Use a Content Delivery Network (CDN) to speed up delivery times.

Implement lazy loading for images so that they load only when they are about to appear in the user’s viewport.

Enhance Interactivity (FID):

Reduce JavaScript execution time to make pages more responsive.

Defer non-essential scripts to ensure that critical interactions load first.

Minimise third-party scripts that could delay user interactions.

Increase Visual Stability (CLS):

Ensure that images have defined sizes in HTML or CSS to prevent layout shifts as the page loads.

Avoid inserting dynamic content above existing content (e.g., ads that load late).

Use stable elements, such as fixed-size ads or embedded videos, to avoid content movement.

Core Web Vitals as Part of a Holistic SEO Strategy

While Core Web Vitals are a significant factor in SEO, they should be viewed as part of a holistic strategy. Other factors like high-quality content, mobile optimisation, and secure website protocols (HTTPS) remain essential. However, optimising for Core Web Vitals ensures that your website not only ranks well but also provides a better user experience, which in turn can lead to increased engagement, longer time on site, and reduced bounce rates.

Conclusion

Core Web Vitals are a crucial aspect of website performance, directly impacting both user experience and search engine rankings. By paying attention to the key metrics of LCP, FID, and CLS, you can significantly enhance the performance of your website. In doing so, you not only meet Google’s evolving requirements but also provide a superior experience for your visitors, ultimately boosting your SEO efforts and online visibility.

By regularly monitoring and optimising your website’s Core Web Vitals, you stay competitive in the ever-evolving world of SEO, ensuring your site remains relevant, fast, and engaging for users.