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No, Core Web Vitals are not a new range of dietary supplements sold by a fitness influencer. This somewhat niche term refers to a set of metrics used to measure the user experience on a website. These metrics analyse various aspects of performance, such as loading speed, visual stability and responsiveness. In reality, many companies recognise that these issues are important, but aren’t quite sure how to address them in practice. Priorities aren’t always clear, and technical optimisations can quickly become complicated without guidance. This is often where a specialist SEO agency comes in. However, you still need to find the right one, understand what it actually offers and know what criteria to use when choosing one. Here’s a breakdown.
Core Web Vitals are therefore a set of metrics defined by Google to measure the quality of the user experience on a web page.
These indicators are based on three key dimensions, which in reality correspond to very specific situations from the user’s perspective.
The first is loading speed ⚡, measured by the Largest Contentful Paint (LCP). In practical terms, this refers to the time it takes for the page to display its main content, such as a product image or a significant block of text. If a user lands on a product page and has to wait several seconds before seeing the image or title, they may quickly lose patience and leave the site.
The second aspect is visual stability 👓, measured using the Cumulative Layout Shift (CLS). This refers to elements that move whilst the page is loading. A classic example: you want to click on an ‘Add to basket’ button, and at the last moment, a banner or an image loads and shifts everything out of place. As a result, you click in the wrong place. This sort of behaviour is very frustrating and significantly degrades the user experience.
Finally, the third aspect concerns responsiveness ☝️, which is currently measured by Interaction to Next Paint (INP). This metric assesses how quickly the website responds to an action. For example, if a user clicks on a menu or a product filter and nothing happens for a second or two, the impression of slowness is immediate, even if the page has already loaded.
It’s very easy to remember:
Core Web Vitals are metrics used by Google to measure the user experience on a website. Here are the three key metrics to remember:
In summary, Google assesses whether a page is fast, stable and smooth to use. Good performance across these three metrics improves the user experience and can also boost organic search rankings.
It’s no secret that Google regularly updates its algorithm. With this in mind, SEO is no longer limited to producing optimised content or focusing on keywords. For example, two websites may offer similar content in response to the same search query. If one is fast, responsive and user-friendly, whilst the other is slow and unreliable, Google will naturally favour the former. User experience is therefore becoming a key differentiating factor. SEO alone is not enough.
Core Web Vitals are among the signals taken into account by Google in its ranking algorithm. Let’s take a practical example: two e-commerce sites sell similar products and are well optimised in terms of content. If one loads its pages in under two seconds, with smooth navigation, whilst the other takes five seconds to load and features moving elements, the former will have an advantage.
Beyond SEO, Core Web Vitals have a direct impact on a website’s commercial performance. A fast, smooth-running website enhances the user experience. Users can access information more quickly, browse without frustration and are naturally more likely to take action, whether that’s making a purchase, signing up or getting in touch. Optimising Core Web Vitals therefore not only helps to attract traffic, but, more importantly, to convert it more effectively. It is a lever for both SEO and business, which has a direct impact on the website’s profitability.
👉 If you tick several boxes, there’s a good chance your Core Web Vitals could be improved… and so could your SEO.
| Agency | Positioning | Core Web Vitals Assessment | Key strengths | Ideal for |
| Ad’s up | Performance & data | ⭐⭐⭐⭐☆ | A data-driven approach, extensive e-commerce expertise, ROI-focused optimisation | Growing websites / e-commerce |
| JVWEB | Global marketing | ⭐⭐⭐☆☆ | ROI outlook, synergy between SEO and SEA, omnichannel strategy | Companies looking for a comprehensive strategy |
| Peak Ace | Technology & International | ⭐⭐⭐⭐⭐ | Advanced technical expertise, complex projects, multi-country SEO | Key Accounts / International |
| Optimize 360 | Digital strategy | ⭐⭐⭐☆☆ | Comprehensive support, an accessible approach, a nationwide presence | SMEs / Mid-cap companies |
| Daware | Technical SEO | ⭐⭐⭐⭐☆ | Technical audit, performance optimisation, bespoke approach | Technical sites / complex migrations |
Core Web Vitals aren’t just about scores. The aim is to deliver tangible improvements to your SEO and business performance.
This is precisely where Ad’s up makes the difference. Our teams specialising in digital marketing don’t aim to optimise everything ‘in theory’, but to prioritise what really makes a difference: the pages that generate traffic, the ones that convert, the ones that matter.
Another key point is the ability to bridge the gap between SEO and technical aspects. Core Web Vitals often require development-side interventions (loading optimisation, script management, rendering improvements). Ad’s up knows how to translate these challenges into concrete actions for technical teams, which makes implementation easier and speeds up results.
Finally, Ad’s up approaches Core Web Vitals as a driver of growth, rather than merely a technical constraint. The aim is not simply to achieve ‘good scores’, but to improve the user experience in order to maximise the website’s conversion rate and profitability.
