/kɔː wɛb ˈvaɪtlz/
(Also known as CWV)

Core Web Vitals (CWV) are Google’s page experience metrics that measure loading speed, responsiveness, and visual stability. CWV is a Google ranking factor impacting search results.

Optimizing CWV is crucial for good user experience and organic visibility.

Core Web Vitals Explained

Google uses three Core Web Vitals to measure how users experience a webpage:

• Largest Contentful Paint (LCP): Measures how quickly the main content of a page loads (e.g., text or an image).
  • Good: Under 2.5 seconds
  • Needs Improvement: 2.5 – 4.0 seconds
  • Poor: Over 4.0 seconds
• First Input Delay (FID) / Interaction to Next Paint (INP): FID measures how fast a page responds to the first user interaction (e.g., clicking a link). FID is being replaced by INP, which gives a more complete picture of a page’s responsiveness.
  • Good (FID): Under 100 milliseconds
  • Good (INP): Under 200 milliseconds
• Cumulative Layout Shift (CLS): Measures how much a page’s elements move around unexpectedly as it loads. A high CLS can be annoying for users.
  • Good: Less than 0.1
  • Needs Improvement: 0.1 – 0.25
  • Poor: Over 0.25

Why Core Web Vitals Matter

Google prioritizes user experience in its ranking algorithm, and CWV is a direct reflection of how a website performs from a user’s perspective. Pages that meet Google’s CWV thresholds tend to have:

• Higher search rankings due to improved page experience signals.
• Lower bounce rates since users don’t leave due to slow or frustrating experiences.
• Better engagement and conversions, especially for e-commerce and content-heavy sites.

For publishers relying on ad revenue, optimizing CWV also leads to better ad viewability and higher CPMs, as faster and more stable sites provide a better environment for ads.

How to Improve Core Web Vitals

Improving CWV requires a mix of technical optimizations and content management strategies. Some of the most effective methods include:

• Optimizing images and videos – Use compressed formats like WebP and lazy loading techniques to speed up LCP.
• Reducing JavaScript execution time – Minimize third-party scripts and remove unused JavaScript to improve responsiveness.
• Implementing a content delivery network (CDN) – Serves content from a closer location to users, reducing load time.
• Fixing layout shifts – Ensure that images, ads, and embeds have defined dimensions to prevent unexpected movement.

Google’s PageSpeed Insights and Lighthouse are useful tools for diagnosing and fixing Core Web Vitals issues.

Core Web Vitals vs. Other Page Experience Signals

While CWV is a key component of page experience, it is just one part of Google’s ranking system. Here’s how it compares to other signals:

A well-optimized site should balance all of these factors to ensure the best possible performance in search results.