How Important Are Core Web Vitals To SEO?
As SEO continues to evolve, it’s easy to get caught up in the technical aspects of what makes a website rank in the search results, especially when it comes to metrics like Core Web Vitals and page speed. But here’s the thing: while these factors matter, they are only a small part of how Google ranks websites.
Scores on tools like PageSpeed Insights are meant to be a guide for webmasters to help identify areas of improvement, and it’s important to remember that the more complex a website is, the harder it is to improve that overall score without the specialist skills of developers and technical SEO consultants collaborating.
It’s about more than just the numbers
Page speed tools like PageSpeed Insights measure several metrics, including Core Web Vitals. However, it’s important to understand that while these numbers are helpful, they don’t tell the full story. Core Web Vitals are a set of metrics that measure how real users experience your site in terms of loading performance, interactivity, and visual stability. These are as follows:
- LCP (Largest Contentful Paint) measures how quickly the largest piece of content on your page loads (like an image or a block of text). This is important because users expect to see visible content quickly when they visit a website.
- INP (Interaction To Next Paint) measures how quickly the page responds after a user interacts with it. For the best user experience, aim for an INP of less than 200 milliseconds
- CLS (Cumulative Layout Shift) measures the visual stability of your page. This ensures that elements don’t unexpectedly shift around as the page loads, which can be incredibly frustrating for the user.
Why Core Web Vitals matter (but they’re not everything)
What you need to keep in mind is that your site should ‘pass’ Google’s Core Web Vitals, since these are a big part of how Google decides if your site offers a good experience for users.
That said, you might want to take the overall ‘Performance Score’ with a pinch of salt. This score tends to go down the moment you add any content to your site – whether it’s images, videos, or plugins. The more features you add to enhance the user experience, the lower that score might go.
While Core Web Vitals are definitely important for SEO, they aren’t the only factors that affect your ranking. These metrics do give Google a good idea of your site’s performance, but if your site lacks good content or it’s hard to navigate, it’s still not going to rank well – even if it technically meets all the performance criteria.
In other words, while Core Web Vitals and page speed scores are important, they’re just pieces of a giant puzzle. Google wants to deliver the best possible experience to users, and that includes much more than just speed and stability. That’s where content and structure come into play.
Content and site structure
Google’s ultimate goal is to provide users with quality, relevant content that’s easy to find and interact with. So, what should you focus on? First and foremost, content. Creating high-quality content that answers your audience’s questions and solves their problems is what’s going to keep users on your site and improve your rankings.
Next, site structure. A clear and intuitive website structure is vital for user experience. If users can’t easily navigate your site, they’ll get frustrated and leave, regardless of how fast your pages load. A well-organised website helps users find what they’re looking for, improving their experience and, in turn, boosting your SEO.
It’s not all about speed; SEO is a holistic approach
While it’s easy to become focused on turning that performance score green, if you pass Core Web Vitals you’ve done what you need to do. Core Web Vitals and page speed are important, but they’re not everything. Google’s algorithm evaluates much more than just performance metrics. Focus on delivering an overall excellent experience for your users!
A balanced SEO strategy
To truly stay competitive in Google’s search results, it’s about balance. Core Web Vitals and page speed should absolutely be part of your strategy, but your content, website structure, and user experience need just as much attention. As long as you’re passing your Core Web Vitals and your website’s speed holds up against your competitors, the likelihood is that you’ll be just fine in the eyes of Google!
And if you need some help with passing your Core Web Vitals, that’s where we come in. As lead generation and e-commerce specialists and a multi-award-winning digital marketing agency, we have the expert insight to help you optimise your site effectively.
We don’t just focus on ticking boxes – we take a deep dive into your user journey and experience, ensuring your website meets your customers’ needs and aligns with their behaviour. We also analyse your competitors to uncover opportunities, helping your site stand out and perform at its best!
At 21Digital, we believe in taking a holistic approach to SEO. We know from over 21 years of experience working with our clients that the right balance of performance, content, and structure can help you achieve the best results.
If you’re ready to boost your SEO with our expert team’s award winning strategies, get in touch! With over 21 years of experience in lead generation and e-commerce, we offer a full range of services – including web design, web development, SEO, SEO, Google Ads, digital consultancy, social media marketing, and email marketing. So, if you’d like a hand, we’d love to hear from you! Give us a call on 01254 660 560, or fill out our contact form and let’s have a chat about how we can take your SEO to the next level!
