Core Web Vitals (CWV) are a set of performance metrics developed by Google to measure real-world user experience. These metrics evaluate the speed at which content loads, the stability of a page’s layout, and the responsiveness of the page when a visitor interacts with it. Google considers these metrics as part of its ranking factors, which means websites with strong CWV performance can achieve better positions in Google Search results.
For businesses in Singapore, this makes CWV optimisation a priority. A website with faster loading times, smooth interactions, and visual stability not only improves search engine rankings but also creates a better user experience. The result? Lower bounce rates, higher engagement, and stronger conversion rates.
What Are Core Web Vitals and Why Do They Matter?
Core Web Vitals are Google’s way of putting measurable numbers to user experience. Instead of just focusing on keywords or backlink building, this set of metrics helps site owners understand how their web pages perform when actual users load them on browsers like Chrome. A good score in these metrics increases the likelihood that users will stay on your page, interact with the content, and convert into customers.
The metrics are:
- Largest Contentful Paint (LCP): Measures the loading speed of the most significant visible element.
- Interaction to Next Paint (INP) / formerly First Input Delay (FID): Measures responsiveness when users click or tap.
- Cumulative Layout Shift (CLS): Measures visual stability as page elements load.
How Does Largest Contentful Paint (LCP) Affect Rankings?
Largest Contentful Paint (LCP) measures the time it takes for the largest content element (such as a hero image, video, or text block) to load. By improving LCP, websites can offer faster loading times, which in turn increase user satisfaction and help secure higher search engine results.
Google recommends an LCP of 2.5 seconds or less for a good user experience. Unoptimised images, heavy JavaScript, or server issues can cause slow LCP times. When LCP is delayed, users often abandon the page before it finishes loading, leading to lost traffic and lower engagement.
To optimise LCP, developers and SEO specialists often:
- Compress and resize large images.
- Implement caching and Content Delivery Networks (CDNs).
- Minimise render-blocking scripts.
Why Is Interaction to Next Paint (INP) Important?
Formerly tracked as First Input Delay (FID), INP is now Google’s preferred metric for measuring interactivity. It is measured in milliseconds and records how quickly a page responds when a user interacts with it. Responsive web pages help create a better user experience, which in turn improves trust and encourages user interaction.
Google recommends an INP score of under 100 milliseconds. Anything slower creates a frustrating experience and reduces the likelihood of conversions. For businesses, this means missed opportunities to generate leads or sales.
To improve INP:
- Reduce heavy JavaScript execution.
- Break long tasks into smaller chunks.
- Optimise event handlers for smoother receptiveness.
How Does Cumulative Layout Shift (CLS) Impact User Experience?
Cumulative Layout Shift (CLS) measures how much page elements move around while loading. A shifting layout can frustrate users and even lead to accidental clicks, which can harm credibility. To reduce CLS, site owners should use aspect ratio boxes, reserve space for images, and ensure stable layouts across both mobile and desktop devices.
Google recommends a CLS score of less than 0.1. A good CLS score not only prevents user frustration but also signals to Google that your site provides a reliable, actual user experience.
Common causes of poor CLS include:
- Ads or pop-ups are pushing content down.
- Images without defined aspect ratios.
- Dynamic content loading without proper spacing.
How Do Core Web Vitals Influence SEO Rankings?
Google has confirmed that Core Web Vitals are now a key ranking factor. Websites that perform poorly in CWV tests may find themselves outranked by competitors, even if they have strong content.
For example:
- Slow LCP increases bounce rates as users leave before the page loads.
- High CLS damages trust and reduces conversions.
- Weak INP creates lag that deters clicks and form submissions.
By optimising these metrics, businesses in Singapore can improve visibility on Google Search, attract qualified traffic, and achieve higher conversion rates. A technically sound website also supports long-term digital marketing strategies, from SEO campaigns to social media marketing.
How Can Site Owners Optimise Core Web Vitals?
Optimising CWV requires both technical SEO expertise and development adjustments. Tools like Google Search Console, PageSpeed Insights, and Lighthouse provide detailed reports on CWV performance. By tracking these metrics, site owners can make informed changes and monitor progress over time.
Some practical steps include:
- Improve LCP: Compress images, prioritise above-the-fold content, and reduce server response time.
- Optimise INP: Limit JavaScript execution, reduce third-party scripts, and ensure quick browser response.
- Enhance CLS: Define size attributes for all images and videos, and avoid inserting new elements above existing content.
Why Are Core Web Vitals Crucial for Singapore Businesses?
In Singapore’s competitive digital landscape, even minor improvements in page speed or stability can create a measurable difference in results. A faster website can double conversion rates, reduce bounce rates, and encourage repeat visits.
E-commerce platforms see higher sales when pages load quickly. Service-based businesses receive more enquiries when their websites are responsive and stable. Corporate websites benefit from improved credibility when users enjoy seamless navigation.
By investing in Core Web Vitals optimisation, businesses can align their SEO strategy with both user expectations and Google’s ranking systems, ensuring sustainable digital growth.
Bringing It All Together
Core Web Vitals are more than just numbers; they define the quality of real-world user experience on your website. By focusing on Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift, site owners can deliver smoother, faster, and more stable web pages. These improvements help websites climb Google Search rankings while keeping users satisfied and engaged.
For businesses that lack in-house expertise, working with a trusted SEO agency in Singapore ensures these metrics are optimised with precision. At Aii Develop, we help site owners audit, optimise, and monitor their Core Web Vitals using data-driven strategies and transparent reporting. Our solutions improve rankings, drive more traffic, and convert visitors into customers.
Contact Aii Develop today to start optimising your website’s Core Web Vitals and achieve long-term digital success.
