How Core Web Vitals Shape Rankings

Search engines used to be obsessed with keywords. Stuff in enough terms and up the rankings a page would go. But things have changed. Google now cares just as much about how a site feels as it does about what it says. It wants users to have a smooth, speedy and satisfying time.

Enter Core Web Vitals. These are a set of performance metrics that measure how well a site actually behaves for real people.

What Are Core Web Vitals?

Core Web Vitals are Google’s way of scoring the user experience of a web page, says Google. There are three main metrics. First is Largest Contentful Paint (LCP), which looks at how quickly the main content loads, ideally within 2.5 seconds.

Then there’s Interaction to Next Paint (INP), which measures how fast a page responds when someone clicks, scrolls or taps. Keep it under 200 milliseconds to stay in Google’s good books.

Finally, Cumulative Layout Shift (CLS) tracks how stable things are whilst loading. Pages that jump around and shift content mid-scroll score badly. These aren’t just technical points, they reflect how frustrating or smooth a site feels to real users. And that’s exactly what Google wants to reward.

Why Google Cares About UX

Google’s mission is simple – keep users happy. If a page loads like treacle, jumps around, or lags when tapped, people leave. That’s bad for business (and for rankings). Core Web Vitals were introduced as part of the Page Experience update to measure just that, according to Medium.

Sites that offer a faster, cleaner experience are more likely to land those higher spots in search.

How Core Web Vitals Affect SEO Rankings

Core Web Vitals aren’t the be-all and end-all, but they do make a difference. If two pages are neck-and-neck on content, the one with better user experience may come out on top.

They’re especially important for mobile users, where speed and stability matter even more. Think of them as the deciding vote when everything else is equal. For businesses looking to improve performance across the board, Nautilus Marketing offers SEO packages UK brands can use to boost visibility

Improving Core Web Vitals (Where to Start)

Start with the basics. Compress large images, tidy up your code and keep page elements steady as they load. Reducing server response times and avoiding sudden layout shifts can quickly improve scores.

But don’t just chase lab results. Use real-world data from tools like PageSpeed Insights and Search Console to see how users actually experience the site.

SEO has moved beyond just keywords and links. User experience is now a major part of the puzzle. Brands that treat UX as an afterthought are likely to fall behind. Those that invest in smoother, faster experiences not only climb the rankings, they keep people coming back.

Last Updated: June 12, 2025