Core Web Vitals and how do they relate to search engine optimization?

Core Web Vitals, or Web Vitals, is a set of metrics defined by Google for measuring a website’s user experience (UX). The metrics assess a website’s usability in terms of loading speed (LCP), interactivity (FID) and visual stability (CLS).

Google considers these Core Web Vitals metrics so important that it has announced it will incorporate them into its search result ranking calculations (Google ranking factors) during the summer of 2021. The Core Web Vitals update – also known as the “user experience update” – will be finalized by the end of August 2021, at which point it will become one of the factors influencing the ranking of all web pages in Google’s search results. Optimizing a high-quality user experience will therefore play an even greater role in technical search engine optimization going forward.

Core Web Vitals metrics
Core Web Vitals update to Google’s algorithm
Measuring tools
Google Search Console
Content continues to play a key role in Google search rankings
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Core Web Vitals metrics

The factors affecting the quality of the user experience vary depending on the website and context. However, the loading experience (LCP), interactivity (FID) and visual stability of page content (CLS) can be regarded as core requirements common to all web services; indeed, these form the basis of the Core Web Vitals metrics.

Largest Contentful Paint (LCP): Largest Contentful Paint measures how long it takes for the largest image or text element to load on the user’s screen. According to Google, the loading time should be less than 2.5 seconds.

First Input Delay (FID): First Input Delay measures the delay before the browser responds to user interaction, for example after clicking a link. According to Google, the FID should be less than 100 milliseconds.

Cumulative Layout Shift (CLS): Cumulative Layout Shift measures visual stability and unexpected movement of elements visible on a website. Examples include situations where images shift after loading or text scrolls downwards while you are trying to read it. The CLS score should be below 0.1 for Google to rate the user experience as good.

Core Web Vitals update to Google’s algorithm

Core Web Vitals metrics will form part of the signals used by Google to measure user experience (UX), helping to create a comprehensive picture of a website’s user experience. The Core Web Vitals update to the algorithm will thus be one factor influencing the ranking of all pages in Google’s search results. Other signals used by Google to measure user experience include mobile-friendliness, security, the HTTPS protocol and the ease of accessing content without distracting elements, such as pop-ups that cover the entire page.

A visualisation of ‘Page Experience Signals’, showing how the listed signals form the overall picture of user experience signals. — Image: Page experience signals (source)

Measuring tools

Page Speed Insights is a free tool from Google for testing the performance of individual web pages. The tool also provides tips on how to improve performance. With Page Speed Insights, you can analyze the performance of any individual page without having to register.

A screenshot from the Page Speed Insights tool. — Image: Test results from the Page Speed Insights tool for the Tax Administration’s website. According to the report, the page passed the Web Vitals “Basic Information” test.

Google Search Console

Google Search Console is a tool for monitoring and managing a website’s visibility in Google search results. The service requires registration, but this is not a prerequisite for appearing in Google searches. If you have set up Google Search Console, you will find new reports within the service that measure user experience (including Core Web Vitals) and identify any areas requiring improvement.

A screenshot from the ‘User Experience Signals’ report. — Image: Google Search Console’s new “Page Experience Signals” report

Content continues to play a key role in Google search rankings

Ultimately, however, Core Web Vitals are just one of the factors affecting search engine rankings – of which over 200 have been identified. The most important thing in search engine optimization, as in all other aspects of website development, is always to put the users first. Your website should provide the content your customers need to progress through the purchasing process, and it should serve its users in such a way that the necessary information can be found quickly and easily.

Google has also stated that, while the user experience on a website is important, the search algorithm will continue to favor pages where users can find the most informative content. The user experience of a website will therefore still not take precedence over excellent, relevant content. However, in cases where several pages are competing for positions in the search results with very similar content, improving the user experience (UX) can also benefit visibility in Google searches.

“Our vision for page experience is to build a web ecosystem that users love – together.” – Google

If you need help with search engine optimization, content creation or improving the user experience, we’re here to help. Get in touch!