In 2021, Google started using “Core Web Vitals” to determine search rankings. If you’re not familiar with them, you should be—these metrics directly affect where your website appears in search results.
Let’s break down what Core Web Vitals are, why they matter, and what you can do about them.
What it measures: How fast the main content of your page loads.
In plain English: When can visitors see what they came for?
Good score: Under 2.5 seconds Needs improvement: 2.5-4 seconds Poor: Over 4 seconds
LCP measures when the largest element (usually the main image or text block) becomes visible. If visitors stare at a blank or half-loaded page for too long, that’s a bad LCP.
Common LCP killers:
What it measures: How fast your site responds when visitors try to interact.
In plain English: When someone clicks a button, does it react immediately?
Good score: Under 100 milliseconds Needs improvement: 100-300 milliseconds Poor: Over 300 milliseconds
FID measures the delay between when a user first interacts (clicks a link, taps a button) and when the browser responds. Heavy JavaScript that blocks the main thread causes high FID.
Common FID killers:
Note: FID is being replaced by INP (Interaction to Next Paint) in March 2024, which measures all interactions, not just the first one.
What it measures: How much the page layout jumps around while loading.
In plain English: Does stuff move after you think it’s finished loading?
Good score: Under 0.1 Needs improvement: 0.1-0.25 Poor: Over 0.25
You’ve experienced bad CLS: you’re about to tap a button, and suddenly an ad loads above it, the page shifts, and you tap the wrong thing. CLS measures this frustrating experience.
Common CLS killers:
Google confirmed Core Web Vitals are ranking factors. Sites with good scores rank higher than sites with poor scores (all other factors being equal).
If you and a competitor have similar content but your site is faster with better vitals, you win.
These metrics weren’t invented to torture website owners—they measure real user experience problems:
Improving Core Web Vitals improves the actual experience for your visitors.
Unlike vague concepts like “user experience,” Core Web Vitals are specific, measurable numbers. You can track them, set goals, and prove improvement.
URL: pagespeed.web.dev
If you’ve verified your site:
For developers:
Shows real-world data from actual Chrome users visiting your site. This is what Google actually uses for rankings.
Optimize images
Remove render-blocking resources
Improve server response time
Preload important resources
Reduce JavaScript
Reduce JavaScript execution time
Minimize third-party script impact
Use a web worker for heavy tasks
Optimize JavaScript bundles
Add dimensions to images
Reserve space for ads/embeds
Avoid inserting content above existing content
Optimize font loading
Use transform animations
For a site to be considered “good” by Google, 75% of page loads must meet the good thresholds:
| Metric | Good | Needs Improvement | Poor |
|---|---|---|---|
| LCP | ≤2.5s | 2.5-4s | >4s |
| FID/INP | ≤100ms | 100-300ms | >300ms |
| CLS | ≤0.1 | 0.1-0.25 | >0.25 |
Most small business websites score in the “needs improvement” or “poor” range. There’s significant opportunity to gain an edge over competitors.
Let’s be honest:
Think of it like this: Core Web Vitals are table stakes. You won’t necessarily win by having good scores, but you’ll definitely lose by having terrible ones.
Optimizing Core Web Vitals can be technical. Consider professional help if:
Our Speed & Technical SEO services include Core Web Vitals optimization. We diagnose issues, implement fixes, and verify improvements.
Your competitors are improving their sites. Don’t let bad Core Web Vitals put you at a disadvantage.
Contact us for a free Core Web Vitals audit. We’ll tell you exactly where you stand and what it would take to improve.
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