Why Core Web Vitals Still Matter for Rankings and Conversions

What are core web vitals 

The Core Web Vitals (CWV) are a set of three web performance metrics. Google's search engine measures these three metrics and incorporates them into its decisions about which pages to display in search results. This means search engine optimization (SEO) practitioners should optimize their webpages' core web vitals as part of a holistic strategy to improve those pages' rankings.

Largest Contentful Paint (LCP), which measures loading speed

Interaction to Next Paint (INP),measures how quickly a page responds to user actions

Cumulative Layout Shift (CLS), which measures visual stability

How much of an impact do the page experience signals have on my site’s ranking? 

Content relevancy is still the number one factor when Google’s building the SERP.

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However, for many queries, there is lots of helpful and relevant content available. In such cases, having a good page experience could be the main differentiator leading to success in search.

And as Google says:

“Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.”

The Rewards of Green Core Web Vitals

Achieving strong Core Web Vitals isn’t just a technical win, it directly impacts revenue, user behavior, and visibility across both traditional and AI-driven search.

1. Impact on Conversions and Revenue

Websites that are quick and reliable convert far better and bring in more money.

• 3–5 times higher conversion rates: Companies that reduced page load times to less than two seconds reported 3–5 times higher conversion rates.
• Every second matters: For every second that their website loaded more quickly, Walmart saw a 2% boost in conversions. Revenue increased by 1% even with a 100 ms improvement. According to Portent study, websites that load in one second convert 200% more than those that load in five seconds, and 400% more than those that load in ten.
• Up to 9.2% greater order value: According to Deloitte data, a mere 0.8-second decrease in load speed results in a 9.2% rise in average order value.

2. Retention and Abandonment of Users

Users' length of stay and frequency of return are directly impacted by speed.

• 24% lower abandonment: Stable, quick pages cut down on mid-journey drop-offs, particularly during checkout.
• Up to 91% user retention: Fast websites are preferred by mobile users, which increases revenue for firms that provide more seamless mobile experiences by 327%.

3. The New Frontier of AI Search Visibility

Performance signals affect which websites show up in AI-generated responses as AI takes over as the default search layer.

• When Core Web Vitals pass, inclusion in AI responses increases by 30–47%.
• AI answers were 29.8% more likely to cite pages with CLS ≤ 0.1.
• There were about 50% more pages that loaded in less than 2.5 seconds (excellent LCP).
• Citation frequency increased by 22% with a quick TTFB (<200 ms).
• Pages larger than one megabyte had an 18% lower chance of being referenced.

Key tools to measure Core Web Vitals 

Optimise Largest Contentful Paint (LCP)

• Compress and resize large images; use modern formats like WebP.

• Implement lazy-loading for offscreen images and media.

• Optimise server response times by reducing Time to First Byte (TTFB).

• Use fast and geographically distributed Content Delivery Networks (CDNs).

• Minimise third-party scripts and ensure critical content is loaded first.

• Preload key resources (fonts, hero images) to prioritize above-the-fold elements.​

Optimise Interaction to Next Paint (INP)

• Reduce heavy JavaScript execution and split large main-thread tasks.

• Delegate event handling to modern APIs; optimise event listener code.

• Use asynchronous or deferred loading for non-essential scripts.

• Avoid excessive DOM size, which can slow down input processing.

• Remove unnecessary third-party code, plugins, and tracking snippets.

• Monitor interaction latency in real-world conditions and target the slowest interactions for refactoring.​

Optimise Cumulative Layout Shift (CLS)

• Always set explicit width and height attributes for images and video embeds.

• Reserve fixed-size containers for ads, embeds, or dynamic content that might load asynchronously.

• Avoid adding content above existing elements unless space is accounted for.

• Use font-display: swap for custom fonts to avoid layout jumps.

• Reduce animations and transitions that trigger reflows.

• Prioritise loading of UI elements that determine page structure and minimise late-loading components.

Upcoming Trends

Now a crucial part of Google's algorithms, Core Web Vitals metrics are still developing, and additional additions are anticipated as worldwide user experience standards rise. Maintaining your website "in the green" is now crucial for search engine optimisation, revenue, and visibility to both human and AI viewers.

TL;DR: Core Web Vitals have become non-negotiable for digital success. Every improvement in speed and stability pays off in higher rankings, greater conversions, more loyal customers, and prominent inclusion in the AI-powered future of search.