In the fast-paced digital landscape, where every second counts, Google’s Core Web Vitals (CWV) have emerged as a crucial player in the quest for a seamless online experience. With an announcement claiming over 10,000 years in saved load times, the significance of optimising for CWV cannot be overstated.

Understanding Core Web Vitals

CWV, introduced by Google in 2020, comprises three key metrics that quantify user experience on web pages:

Largest Contentful Paint (LCP): Measures load time by analysing when the main content is rendered.

First Input Delay (FID): Measures responsiveness by calculating the time from user click to browser response.

Cumulative Layout Shift (CLS): Measures visual stability by tracking unexpected layout changes.

These metrics collectively provide insights into how users perceive and interact with a website.

The Impact on Load Times

Google’s Chrome team conducted a comprehensive analysis of real-world data from millions of website visits, revealing that CWV optimizations have collectively saved over 10,000 years in page load time in 2023. This impressive figure includes over 8,000 years saved on Android devices and over 2,000 years on desktops. The optimisation efforts have extended beyond load times, with additional savings seen in page response metrics, totalling over 1,200 years.

Technical Improvements in Chrome

To achieve these substantial time savings, Google implemented various technical improvements in Chrome. Examples include pre-connecting resources and rendering optimisations. Prioritising image loading over other tasks, for instance, reduced layout shift and improved LCP by over 5% on mobile devices. These efforts underline the commitment to enhancing the user experience through efficient web page performance.

SEO and PPC Implications

The impact of Core Web Vitals extends beyond user experience to influence Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) services.

SEO Benefits:

Page Ranking: Google has consistently emphasised user experience as a ranking factor. Websites that prioritize CWV are likely to see improved rankings on search engine results pages.

Mobile-First Indexing: With the majority of users accessing the web via mobile devices, CWV optimisation aligns with Google’s mobile-first indexing approach, positively impacting search rankings for mobile searches.

PPC Benefits:

Quality Score: In the realm of PPC, Google considers the landing page experience when determining Quality Score. A well-optimised page, as indicated by positive CWV metrics, contributes to a higher Quality Score, potentially lowering the cost per click and improving ad placements.


Ad Performance: Faster-loading pages enhance the overall user experience after clicking on an ad. This, in turn, can lead to higher conversion rates and increased ROI for PPC campaigns.

Progress and Challenges

While over 40% of websites currently meet CWV thresholds, indicating substantial progress since their introduction, there’s work to be done. With more than half of websites yet to meet these standards, the importance of ongoing optimisation efforts remains clear.

In the ever-evolving digital landscape, Google’s Core Web Vitals have become a linchpin for website owners and marketers. Beyond the impressive statistic of over 10,000 years in saved load times, the broader implications for SEO and PPC underscore the necessity of prioritising user experience. As the web community continues to make strides in optimisation, businesses and developers are poised to reap the rewards of a faster, more user-friendly online ecosystem. Embracing and implementing Core Web Vitals isn’t just a choice; it’s a strategic imperative for those aiming to thrive in the competitive digital realm.

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