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SEO

Core Web Vitals

Core Web Vitals are three Google-defined page experience metrics — Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS) — that measure loading, interactivity, and visual stability.

LCP measures how long the largest visible element takes to render. Good is under 2.5 seconds; the usual culprits when it exceeds that are unoptimised hero images, render-blocking JavaScript, and slow server response.

INP (which replaced FID in 2024) measures the worst-case responsiveness of any user interaction over the page's lifetime. Good is under 200ms. Heavy main-thread JavaScript is almost always the cause when this fails.

CLS measures unexpected layout shifts after the page has loaded. Good is under 0.1. The most common offenders are images without width/height attributes, ads injecting above existing content, and web fonts swapping in without a `font-display: swap` fallback.

Core Web Vitals are a confirmed (small) ranking factor, but their bigger impact is on actual conversion: every additional second of load time measurably reduces purchase rate, sign-up rate, and time on page.

Related terms

  • Meta Description

    A meta description is a short HTML attribute that summarises a web page's content and is displayed in search engine results below the page title and URL.

  • Schema Markup

    Schema markup is structured data added to a web page in JSON-LD, Microdata, or RDFa format that describes the page's content using the schema.org vocabulary, helping search engines understand and display the page.

  • Dwell Time

    Dwell time is the duration a user spends on a page after clicking through from a search result, before returning to the search results page — used as a proxy for content relevance and quality.

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