Back
Core Web Vitals: Is Your Website Ready for Google’s Update?
Core Web Vitals remain a critical SEO ranking factor in 2025, over four years since their formal integration into Google’s algorithm. Originally introduced in 2020 and enforced from June 2021, these user experience signals now play a substantial role in determining how your website performs in search results. They measure three key aspects of page experience: loading performance, responsiveness, and visual stability.
While Google’s algorithms continue to evolve, the July 2025 core update reinforced that performance metrics like Core Web Vitals are now baseline expectations, not optional extras. Sites that ignore these metrics are falling behind in rankings and conversions. Research from Gracker.ai and Upward Engine shows that fewer than half of websites (approx. 47%) currently meet all three Core Web Vitals thresholds set by Google. This underperformance is a major opportunity for competitors who invest in speed, usability, and consistent UX.
What are Core Web Vitals?
The three key metrics that make up Core Web Vitals are:
| Metric | What it measures | 2025 benchmark |
|---|---|---|
| Largest Contentful Paint (LCP) | Time taken to render the largest viewport element | ≤ 2.5 s (ideally < 2.0 s) |
| Interaction to Next Paint (INP) (replaces FID) |
Responsiveness when users interact |
≤ 200 ms (good) under 75 ms for elite performance |
| Cumulative Layout Shift (CLS) | Unexpected visual shifts during load | < 0.1 (aim < 0.05) |
To pass Core Web Vitals, at least 75% of page loads must meet these thresholds for each metric based on real-world (field) data from the Chrome User Experience Report.
Why does it matter in 2025?
Page performance directly affects bounce rates, dwell time, and conversion rates. According to Magnet.co, a 0.1-second improvement in load time can increase conversion rates by up to 8%. Conversely, a delay of just 100 milliseconds can reduce engagement and result in lower search rankings. In a competitive marketplace, where user patience is minimal, this can have a direct impact on revenue.
Core Web Vitals also influence paid search quality scores, which means poorly performing landing pages can cost more per click on platforms like Google Ads. For businesses with long-form content or image-heavy pages, such as those in the construction marketing or building products marketing sectors, this matters.
How to assess Core Web Vitals on your website
Purplex uses Google Search Console’s Core Web Vitals report, PageSpeed Insights, and WebPageTest.org to audit client websites. These tools show both field and lab data, helping us identify issues across different devices and browsers.
We also run continuous performance checks using Lighthouse and integrate performance budgets into website projects. This enables our web design and SEO teams to track ongoing issues such as bloated JavaScript, unoptimised images, and render-blocking resources.
If your site was built before 2022, it may still rely on outdated practices like oversized images, unminified scripts, or missing responsive layout rules. We often see e-commerce and B2B sites in sectors like home improvement failing Core Web Vitals without realising it.
Common issues we fix
A typical audit reveals repeat offenders: hero banners uploaded at 5MB+, multiple third-party tracking tags, broken responsive containers, or layout shifts caused by font loading. Each of these contributes to slow LCP or high CLS.
We resolve these using a combination of server optimisation, next-gen image formats (WebP/AVIF), script deferral, and design revisions that prioritise UX. For sites on platforms like WordPress or custom CMS builds, our web design team can make targeted fixes that preserve your brand identity while improving technical performance.
Are Core Web Vitals enough?
No. Passing Core Web Vitals won’t guarantee a top position in search. But failing them puts a ceiling on how well you can perform, regardless of how strong your content or backlinks might be. As of 2025, Google’s algorithm prioritises authenticity, helpfulness, and performance. Core Web Vitals are a foundational layer, not a differentiator.
That’s why we embed CWV compliance into wider strategies, including SEO, content marketing, and strategic consultancy. It’s about building long-term site performance into your entire marketing mix.
Get a Core Web Vitals audit
At Purplex, we don’t just offer audits. We deliver actionable reports, development support, and ongoing monitoring. If your business relies on your website to generate leads, convert traffic or support sales, Core Web Vitals are not negotiable.
Request a free website audit today or speak with our in-house SEO and web development experts to ensure your website is aligned with Google’s 2025 standards.
Call 01934 808132, email grow@purplexmarketing.com, or contact us online, and we’ll respond promptly. Don’t leave your rankings to chance; speak to the experts at Purplex.
About the Author – Martyn East
As an SEO Executive at Purplex, I help companies choose the right marketing agency by focusing on measurable results, search visibility, and ROI. My work supports businesses in construction, home improvement, and building products to select strategies that actually grow leads and revenue. I bring SEO insight into wider campaigns so clients invest in partnerships that work.
Connect with me on LinkedIn or read more of my articles: Martyn East.
This entry was posted in Digital Marketing
