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Core Web Vitals (CWV) are a set of key performance metrics that focus on user experience, measuring how fast, stable, and interactive a website is. While these metrics aren’t new, Google has continuously refined how they are measured and used in search rankings.

As part of Google’s ongoing effort to improve web usability, Core Web Vitals have been a ranking factor since May 2021—and their influence continues to grow. The latest updates, including the introduction of Interaction to Next Paint (INP) in 2024, highlight Google’s emphasis on creating a smooth, frustration-free web experience.

Understanding and optimizing these metrics is crucial not just for organic search rankings but also for enhancing user experience, increasing conversions, and improving performance across all marketing channels.

What Are Core Web Vitals?

Core Web Vitals focus on three essential aspects of website performance:

• Loading Speed: Largest Contentful Paint (LCP)
• Interactivity: NEW Interaction to Next Paint (INP) (Replacing First Input Delay – FID)
• Visual Stability: Cumulative Layout Shift (CLS)

These metrics directly impact how Google ranks your site, but more importantly, they influence how users experience and engage with your content. A slow, unresponsive, or unstable page can drive visitors away before they ever interact with your brand.

Core Web Vitals Metrics Explained

1. Largest Contentful Paint (LCP) – Measuring Load Speed

LCP measures how quickly the largest visible element (like an image or text block) on a page loads.

💡 Google’s benchmark: LCP should occur within 2.5 seconds for a good user experience.

How to Improve LCP:

✔️ Prioritize critical resources (use fetchpriority=”high” for key images and content).
✔️ Optimize images and video (use WebP format and responsive images).
✔️ Reduce server response time (implement caching, use a CDN).
✔️ Eliminate render-blocking resources (minify JavaScript, load non-essential scripts asynchronously).

2. Interaction to Next Paint (INP) – Measuring Interactivity

🚨 NEW in 2024. INP replaces First Input Delay (FID) as a more accurate measure of how quickly a page responds to user interactions.

💡 Google’s benchmark: A good INP score is under 200 milliseconds.

How to Improve INP:

✔️ Optimize JavaScript execution to avoid long tasks.
✔️ Reduce third-party scripts that slow down interactions.
✔️ Ensure event handlers are lightweight and don’t block interactivity.
✔️ Use lazy loading for non-essential elements to prioritize user engagement.

3. Cumulative Layout Shift (CLS) – Measuring Visual Stability

CLS quantifies how much page elements move unexpectedly while loading. Layout shifts frustrate users and lead to accidental clicks on ads or buttons.

💡 Google’s benchmark: CLS should be below 0.1 to maintain a smooth experience.

How to Improve CLS:

✔️ Set explicit width & height for images and videos to prevent shifts.
✔️ Reserve space for ads and dynamic content to avoid sudden layout changes.
✔️ Use CSS animations instead of layout shifts for interactive elements.

Why Core Web Vitals Matter for SEO & Conversions

While CWV is an organic ranking factor, its impact extends far beyond SEO. A fast, responsive site leads to:

✅ Higher search rankings (Google prioritizes user experience).
✅ Better conversion rates (users are less likely to bounce).
✅ Improved paid media performance (site speed influences ad Quality Score).
✅ Stronger brand trust and engagement (a frustration-free experience keeps users coming back).

Where to Check Your Core Web Vitals Scores

Google provides free tools to measure and optimize CWV performance:

PageSpeed Insights – Analyzes desktop and mobile performance.

Google Search Console (Core Web Vitals Report) – Tracks CWV trends over time.

At a Glance – Here are the performance ranges for each status:

Originally Published on Portent.com By Chad Kearns / March 10 2021 / Wallaroo Media acquired the Portent website in May 2024, and this post was subsequently migrated.

Content updated and re-published by Wallaroo Media staff in March 2025

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