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GOOGLE CORE WEB VITALS: A COMPREHENSIVE GUIDE FOR B2B COMPANIES

Written by Clwyd Probert | 15-05-2025

Website speed and performance have a direct impact on your bottom line. Google's Core Web Vitals have become key indicators of website health, affecting search rankings and user experience.

These metrics matter more than ever for B2B companies. When potential clients visit your site, they expect fast loading times and smooth interactions. A delay of just a few seconds can lead to lost opportunities and revenue.

Our latest research shows that websites meeting Core Web Vitals standards see significant benefits:

  • 24% lower bounce rates on B2B sites
  • Up to 42% increase in mobile revenue
  • Better search visibility and rankings
  • Higher conversion rates across all devices

This guide breaks down what Core Web Vitals mean for your business, how they affect your site's performance, and practical steps to improve your scores. Whether you're a marketing director looking to boost lead generation or a CEO focused on growth, you'll find actionable insights to enhance your website's performance.

How Core Web Vitals can help your business stand out in an increasingly competitive digital landscape.

INTRODUCTION

In today's digital landscape, where user experience reigns supreme, website performance is paramount to success. Users are accessing websites on mobile devices more than ever, making mobile optimisation a critical factor in overall performance1. Google's Core Web Vitals (CWV) initiative provides a set of standardised metrics that measure crucial aspects of user experience, focusing on loading speed, interactivity, and visual stability. For B2B companies, where websites serve as critical platforms for lead generation, customer engagement, and brand building, optimising Core Web Vitals is no longer just a technical consideration—it's a strategic imperative. Studies have shown that Core Web Vitals are now a ranking factor in Google's search algorithm2. This report delves deep into the intricacies of Core Web Vitals, offering B2B companies a comprehensive guide to understanding, measuring, and improving their website performance.

TECHNICAL OVERVIEW OF CORE WEB VITALS

Core Web Vitals are a set of metrics that measure real-world user experience for loading performance, interactivity, and visual stability of the page3. These metrics are crucial for providing a positive user experience and are used by Google to evaluate the overall quality of a website.

 

UNDERSTANDING THE CORE WEB VITALS METRICS

Core Web Vitals comprise three key metrics: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). Each metric focuses on a distinct aspect of user experience, providing a holistic view of a website's performance.

  1. Largest Contentful Paint (LCP)

LCP measures loading performance by assessing the time it takes for the largest content element in the viewport to become visible to the user. This element could be an image, a video, a block of text, or any other element that occupies the most space within the user's view. A fast LCP ensures that users perceive the page as loading quickly, as they can see the main content without undue delay3.

The elements considered for LCP include: 4

  • Image elements (including ones inside an SVG element)
  • Video elements
  • Elements with a background image loaded using the url() function
  • Text nodes within block-level elements

It's important to note that LCP includes any unload time from the previous page, connection set up time, redirect time, and Time To First Byte (TTFB), which can be significant when measured in the field and can lead to differences between field and lab measurements5.

  1. First Input Delay (FID)

FID measures interactivity by quantifying the delay between a user's first interaction with a page (such as clicking a link or tapping a button) and the moment when the browser is able to begin processing event handlers in response to that interaction6. A low FID score indicates that the page is responsive and feels snappy to users, enhancing their overall experience.

It's important to understand that FID only measures the delay in event processing. It does not measure the total event processing duration itself nor the time it takes the browser to update the UI after running event handlers.

FID is closely related to other page speed metrics, such as First Contentful Paint (FCP), Time to Interactive (TTI), and Total Blocking Time (TBT)8. FCP measures when the first piece of content is painted, while TTI measures the time it takes for a page to become fully interactive. TBT calculates the total amount of time that a user cannot interact with the page due to long tasks blocking the main thread. These metrics work together to provide a complete picture of a website's interactivity.

  1. Cumulative Layout Shift (CLS)

CLS measures visual stability by assessing the number of unexpected layout shifts that occur during the entire lifespan of a page. Layout shifts happen when elements on the page move around as the page loads, causing a disruptive and frustrating experience for users. A low CLS score indicates the page is visually stable, providing a smooth and seamless browsing experience.

CLS is calculated over a session window with a 1-second interval, capped at 5 seconds10. This means multiple layout shifts occurring within a short timeframe contribute to the overall CLS score.

COMMON ISSUES TRIGGERING POOR CORE WEB VITALS SCORES

Several factors can contribute to poor Core Web Vitals scores, and understanding these common pitfalls is crucial for effective optimisation.

LCP Issues

  • Slow server response times: Delays in server responses can significantly hinder the loading of the most significant content element, leading to a poor LCP score11.
  • Render-blocking JavaScript and CSS: Certain page elements, such as scripts and stylesheets, can delay the rendering of the main content, negatively impacting LCP12.
  • Slow resource load times: Large, unoptimised images or videos can take a long time to load, delaying rendering the most significant content element and affecting LCP13.
  • Client-side rendering: Heavy reliance on client-side rendering, often involving large JavaScript files, can slow the initial load time and negatively impact LCP14.
  • Third-party scripts: While often necessary for analytics and other functionalities, third-party scripts can significantly slow down page loading speed and negatively impact LCP15.

FID Issues

  • Heavy JavaScript execution: Excessive or unoptimised JavaScript execution can block the browser's main thread, delaying its ability to respond to user inputs and leading to a high FID score16.
  • Large, unoptimised resource files: Large image files, stylesheets, or iframes can consume significant bandwidth and delay the loading of other page elements, affecting FID8.
  • Third-party scripts: Third-party scripts for analytics, ads, or social media widgets can contribute to high FID by utilizing main thread processing time17.

CLS Issues

  • Images without dimensions: When images lack specified width and height attributes, the browser doesn't know how much space to allocate for them, causing layout shifts when they load18.
  • Ads, embeds, and iframes without dimensions: Similar to images, ads, embeds, and iframes without dimensions can cause layout shifts as the browser adjusts the layout to accommodate them19.
  • Dynamically injected content: Content that loads or changes size after the initial render can cause layout shifts if not properly managed20.
  • Web fonts causing FOIT/FOUT: Web fonts can cause layout shifts due to "flash of invisible text" (FOIT) or "flash of unstyled text" (FOUT) as the browser waits for the fonts to load21.

CORE WEB VITALS BENCHMARKS AND MEASUREMENT TOOLS

Google provides clear benchmarks for each Core Web Vital metric, helping website owners assess their performance and identify areas for improvement3. In addition to these benchmarks, it's helpful to consider the overall average Core Web Vitals ratings for websites. As of February 2021, data from the Chrome UX Report showed that 47.81% of origins had good LCP, 89.28% had good FID, 50.25% had good CLS, and only 23.71% of origins had good LCP, FID, and CLS22. This data suggests that many websites have room for improvement in terms of Core Web Vitals.

 

Metric
Good
Needs Improvement
Poor

LCP

<= 2.5s

<= 4s

> 4s

INP (formerly FID)

<= 200ms

<= 500ms

> 500ms

CLS

<= 0.1

<= 0.25

> 0.25

To measure Core Web Vitals, Google offers a suite of tools:

  • PageSpeed Insights: This tool comprehensively analyses a webpage's performance, including Core Web Vitals scores and specific recommendations for improvement23.
  • Search Console (Core Web Vitals report): This report provides real-world user data on Core Web Vitals for a website, helping identify groups of pages with similar performance issues23.
  • Lighthouse: This open-source tool audits web pages and provides detailed reports on performance, including Core Web Vitals scores and opportunities for optimization23.
  • Chrome DevTools: This built-in browser tool provides real-time performance data, including Core Web Vitals metrics, and helps identify specific elements causing performance bottlenecks23.
  • Web Vitals Chrome Extension: This extension provides real-time Core Web Vitals scores for any webpage, making it easy to assess performance while browsing24.

REAL-WORLD IMPACT OF CORE WEB VITALS ON SEARCH RANKINGS AND USER EXPERIENCE

Core Web Vitals have a direct impact on both search rankings and user experience. Google uses Core Web Vitals as a ranking factor in its search algorithm, meaning that websites with good Core Web Vitals scores are more likely to rank higher in search results.

Moreover, Core Web Vitals directly correlate with user experience. Websites that load quickly respond promptly to user interactions and maintain visual stability provide a more satisfying and engaging experience for visitors. This can lead to increased user engagement, lower bounce rates, and higher conversion rates17. It's worth noting that mobile users are susceptible to slow LCP, which can impact mobile-first indexing and rankings30. This is especially important for B2B companies with a significant mobile audience. Poor CLS scores correlate with higher bounce rates, shorter session lengths, and more rage clicks31.

IMPLEMENTATION GUIDE FOR IMPROVING CORE WEB VITALS

PRACTICAL STEPS TO IMPROVE EACH METRIC

Optimising Core Web Vitals requires a multifaceted approach, addressing various aspects of website performance. Here are some practical steps to improve each metric:

Improving LCP

  • Optimize images: Compress images, use modern formats like WebP, and implement lazy loading to reduce image file sizes and prioritise the loading of visible content2.
  • Minimize CSS and JavaScript: Reduce the size of CSS and JavaScript files by minifying code, removing unused code, and deferring non-critical resources32.
  • Improve server response times: Optimize server-side code, database queries, and server configurations to reduce the time it takes to respond to requests33.
  • Use a Content Delivery Network (CDN): A CDN can improve LCP by caching content on servers closer to users, reducing latency and enhancing load times2.
  • Identify and prioritise the actual LCP element: The LCP element may not always be the most critical content on the page. Use tools like PageSpeed Insights to identify the LCP element and prioritise its loading14. For example, if the LCP element is a cookie consent banner, consider delaying its loading or optimising its size to improve LCP.

Improving FID

  • Optimize JavaScript execution: Minimise and defer non-critical JavaScript, break up long tasks, and use web workers to reduce the load on the browser's main thread34.
  • Optimize CSS delivery: Minimise CSS file sizes, remove unused CSS and use critical CSS techniques to prioritise loading essential styles17.
  • Reduce the impact of third-party scripts: Evaluate and optimise third-party scripts, defer their loading, or use async attributes to minimise their effect on interactivity35.

Improving CLS

  • Specify dimensions for images and videos: Always include width and height attributes for photos and videos to prevent layout shifts21.
  • Reserve space for ads and embeds: Use placeholders or CSS to reserve space for ads, embeds, and iframes, preventing layout shifts when they load20.
  • Optimize font loading: Preload critical fonts, use font-display: swap to ensure text remains visible during web font load, and host fonts locally to improve caching36.

PLATFORM-SPECIFIC CONSIDERATIONS

Different website platforms may require specific considerations to optimise Core Web Vitals.

WordPress

  • Choose an optimised theme: Select a lightweight theme built with performance in mind37.
  • Minimise plugins: Only use essential plugins and choose well-optimised ones for speed38.
  • Use caching plugins: Caching plugins can significantly improve load times by serving static versions of pages39.
  • Optimize images: Use image optimisation plugins to compress and resize images automatically40.
  • Prioritise above-the-fold content: Ensure that the most critical content, including the LCP element, is loaded quickly and efficiently37.
  • Optimize your images, videos, and fonts: Compress and optimise these elements to reduce file sizes and improve loading times40.
  • Generate CSS: Use a tool to generate and inline critical CSS, which can improve LCP by reducing render-blocking resources40.

HubSpot CMS

  • Leverage HubSpot's built-in performance tools: HubSpot offers tools for image optimisation, code minification, and browser caching41.
  • Optimize content and design: Follow HubSpot's best content and design optimisation practices to improve page speed42.
  • Use HubSpot's CDN: HubSpot's CDN can help improve load times by caching content on servers globally42.
  • Reduce JavaScript, especially on the first fold: Minimise the use of JavaScript, especially in the above-the-fold content, to improve loading performance and interactivity43.
  • Use critical CSS and remove unnecessary code: Optimize CSS delivery by using critical CSS and removing any unnecessary code to improve page load time43.
  • Use WebP and SVG image formats: These formats are generally lighter than traditional formats like JPEG and PNG, which can improve loading times43.

Custom Builds

  • Prioritize performance from the start: Build your website with performance in mind from the initial design and development phases44.
  • Choose a fast and reliable hosting provider: Invest in a hosting solution that can handle your website's traffic and provide optimal performance45.
  • Implement performance best practices: Follow web development best practices for optimising images, code, and server-side configurations42.
  • Continuously evaluate your site's performance: Regularly monitor your website's performance and adjust as needed to maintain optimal Core Web Vitals scores44.
  • Eliminate significant layout shifts: Optimize your website's layout to minimise unexpected shifts, especially on mobile devices44.
  • Scale down your images and videos: Ensure that photos and videos are appropriately sized and optimised for web use44.
  • Load page content in viewing order: Prioritise loading above-the-fold content and implement lazy loading for below-the-fold content44.
  • Use a Content Delivery Network to employ aggressive caching: A CDN can help improve loading times and reduce server load by caching content on servers globally44.

COMMON FIXES FOR ENTERPRISE-LEVEL WEBSITES

Enterprise-level websites often face unique challenges in optimising Core Web Vitals due to their complexity and scale. Here are some common fixes:

  • Optimize third-party scripts: Enterprise websites often rely on numerous third-party scripts, which can significantly impact performance. Evaluate and optimise these scripts to minimise their impact46.
  • Implement a robust caching strategy: Caching is crucial for enterprise websites to improve load times and reduce server load. Implement a comprehensive caching strategy that includes browser caching, server-side caching, and CDN caching3.
  • Optimize database queries: Enterprise websites often have large databases, and inefficient database queries can significantly impact performance. Optimise database queries to improve response times47.
  • Use a Content Delivery Network (CDN): A CDN is essential for enterprise websites to deliver content quickly to users globally. Choose a CDN that offers optimal performance and scalability48.
  • Understand your audience: Analyse your website traffic to understand your audience's demographics, device usage, and browsing behaviour. This information can help you prioritise optimisation efforts and tailor your website to meet the needs of your target audience46.
  • Be careful with ads in the middle of content: Ads can contribute to layout shifts and slow loading times. Carefully consider the placement of ads on your website to minimise their impact on Core Web Vitals46.
  • Avoid adding dynamic content to the top of pages: Dynamic content that loads after the initial page render can cause layout shifts. Avoid adding dynamic content to the top of pages or reserve space for it to prevent unexpected shifts46.
  • Have a spring clean! Regularly review your website's code and remove any unnecessary elements, such as unused CSS or JavaScript, to improve performance46.
  • Avoid expensive widgets and plugins: Some widgets and plugins can significantly impact performance. Evaluate the cost-benefit of using such elements and consider alternatives if they negatively affect Core Web Vitals46.
  • Consider the number of ads—especially on mobile: Ads can be problematic on mobile devices due to limited screen space and bandwidth. Carefully consider the number of ads displayed on mobile pages to avoid negatively impacting performance46.
  • Avoid excessive page size: Large pages can slow down loading times. Optimise your website's content and design to minimise page size and improve performance46.

COST-BENEFIT ANALYSIS OF VARIOUS OPTIMISATION APPROACHES

When optimising Core Web Vitals, it's essential to consider the cost-benefit analysis of different approaches. Some optimisation techniques may require significant investment in development time or resources, while others may offer quick wins with minimal effort2.

Prioritise optimisation efforts based on their potential impact and feasibility. Start with low-hanging fruit, such as image optimisation and code minification, which can offer significant improvements with minimal effort2. Then, consider more complex optimisations, such as server-side rendering or implementing a CDN, based on their potential ROI and your budget50.

When evaluating the cost-benefit of optimisation approaches, consider factors such as:

  • Development time and resources: How much time and resources will it take to implement the optimisation?
  • Potential impact on Core Web Vitals: How much improvement can you expect to see in your Core Web Vitals scores?
  • Impact on user experience: How will the optimisation affect the overall user experience on your website?
  • Business impact: How will the optimisation affect key business metrics, such as bounce rate, conversion rates, and session duration?

By carefully considering these factors, you can decide which optimisation approaches to prioritise and maximise the ROI of your Core Web Vitals optimisation projects.

 

BUSINESS IMPACT OF CORE WEB VITALS

CASE STUDIES SHOWING TRAFFIC AND CONVERSION IMPROVEMENTS

Numerous case studies demonstrate the positive impact of Core Web Vitals optimisation on traffic and conversions51.

  • Vodafone (Italy): By improving their LCP by 31%, Vodafone saw an 8% increase in sales51.
  • Yelp: Optimising FCP boosted conversions by 15%51.
  • The Economic Times: By optimising LCP and CLS, The Economic Times reduced bounce rates by 43%53.
  • Swappie: Focusing on Core Web Vitals led to a 42% increase in mobile revenue53.

In addition to these case studies, research has shown that websites with good Core Web Vitals scores tend to have lower bounce rates, longer session durations, and higher page views per session54. For example, one study found that users are 22% less likely to bounce on news sites and 24% less likely to bounce on shopping sites when a page meets all the Core Web Vitals thresholds55.

These case studies and research findings highlight the tangible benefits of Core Web Vitals optimisation for B2B companies. By improving website performance, businesses can attract more visitors, engage them more effectively, and ultimately drive more conversions.

CORRELATION BETWEEN CORE WEB VITALS AND KEY BUSINESS METRICS

Core Web Vitals correlate with various key business metrics, including: 53

  • Bounce rate: A high bounce rate indicates that visitors leave your website quickly, potentially due to slow loading times or a poor user experience. Improving Core Web Vitals can help reduce bounce rates.
  • Conversion rates: A low conversion rate suggests visitors are not taking desired actions on your website, such as filling out a form or purchasing. Optimising Core Web Vitals can improve conversion rates by providing a more engaging and user-friendly experience.
  • Session duration: A short duration indicates that visitors are not spending much time on your website, potentially due to frustration with slow loading times or a poor user experience. Improving Core Web Vitals can increase session duration by providing a more engaging and enjoyable browsing experience.
  • Page views per session: A low number of page views per session suggests that visitors are not exploring your website, potentially due to difficulty navigating or a lack of interest. Optimising Core Web Vitals can increase page views per session by providing a smoother and more engaging experience.

INDUSTRY BENCHMARKS ACROSS B2B TECH AND SERVICES SECTORS

While Core Web Vitals benchmarks provide a general guideline, it's also helpful to consider industry-specific benchmarks3.

According to research, the average B2B website has a mobile LCP score of 7.05 seconds, significantly higher than the recommended 2.5 seconds55. This indicates considerable room for improvement in the B2B tech and services sectors.

By analysing industry benchmarks, B2B companies can gain insights into their performance relative to their competitors and identify areas where they need to focus their optimisation efforts.

ROI CALCULATIONS FOR CORE WEB VITALS OPTIMIZATION PROJECTS

Calculating the ROI of Core Web Vitals optimisation projects can be challenging, as it involves quantifying the impact of improved user experience on business outcomes. However, by considering the potential benefits, such as increased traffic, conversions, and customer lifetime value, B2B companies can estimate the ROI of their optimisation efforts52.

For example, if a B2B company invests $10,000 in optimising Core Web Vitals and sees a 5% increase in conversions, which translates to $20,000 in additional revenue, the ROI would be 100%57.

FUTURE OUTLOOK (18-MONTH HORIZON)

ANTICIPATED CHANGES TO CORE WEB VITALS METRICS

Core Web Vitals are an evolving set of metrics, and Google continues to refine and update them based on user experience research and feedback1.

Some anticipated changes include:

  • Tighter thresholds: Google may tighten the thresholds for LCP and FID, requiring even faster loading times and responsiveness1. This means websites must continuously optimise their performance to maintain good Core Web Vitals scores.
  • New metrics: Google may introduce new metrics to measure other aspects of user experience, such as user engagement or content accessibility1. For example, Google is considering introducing a new metric called "Engagement Reliability" to measure how consistently users can interact with a website without encountering obstacles1.
  • Mobile-centric focus: As mobile browsing continues to dominate, Google may emphasise mobile performance more in Core Web Vitals assessments58. This highlights the importance of mobile optimisation for B2B websites.

NEW PERFORMANCE SIGNALS GOOGLE MIGHT INTRODUCE

Google is constantly exploring new ways to measure and evaluate website performance. Some potential new performance signals include:

  • Engagement Reliability (ER): This metric could measure how consistently users can interact with a website without encountering obstacles, such as unresponsive buttons or slow-loading forms1.
  • User engagement scores: Google may use AI to measure emotional satisfaction and user engagement with website content1.
  • Content accessibility: Google may introduce metrics to evaluate the accessibility of website content for users with disabilities1.

CONCLUSION

Google Core Web Vitals is a critical initiative that aims to improve user experience across the web. For B2B companies, optimising Core Web Vitals is essential for attracting visitors, engaging them effectively, and driving conversions. By understanding the technical aspects of Core Web Vitals, implementing practical optimisation strategies, and monitoring performance regularly, B2B companies can enhance their website performance, improve their search rankings, and ultimately achieve more tremendous business success.

To summarise the key takeaways from this report:

  • Core Web Vitals are essential for a positive user experience and SEO performance.
  • The three Core Web Vitals metrics are LCP, FID, and CLS.
  • Several factors can contribute to poor Core Web Vitals scores, including slow loading times, unresponsive pages, and layout shifts.
  • B2B companies can improve their Core Web Vitals scores by optimising images, minimising code, improving server response times, and using a CDN.
  • Core Web Vitals correlate with key business metrics, such as bounce rate, conversion rates, and session duration.
  • Google continues to refine and update Core Web Vitals, so staying informed about the latest developments is crucial.

Here are some actionable steps that B2B companies can take to improve their website performance:

  • Conduct a Core Web Vitals audit using tools like PageSpeed Insights and Search Console.
  • Prioritize optimisation efforts based on their potential impact and feasibility.
  • Start with low-hanging fruit, such as image optimisation and code minification.
  • Consider more complex optimisations based on their potential ROI, such as server-side rendering or implementing a CDN.
  • Monitor your website's performance regularly and make adjustments as needed.

By taking these steps, B2B companies can ensure that their websites provide a positive user experience, perform well in search results, and contribute to their overall business success.

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