The Importance of Core Web Vitals in SEO and Web Design

web design

Search engine optimisation, or SEO, is a critical aspect of a comprehensive digital strategy that continues to evolve with technological advancements. To stay ahead in today’s digital landscape, businesses must continuously adapt their strategies to meet both search engine criteria and user expectations. One significant development in the world of SEO for Scottish businesses to consider is Google’s recent introduction of Core Web Vitals.

Core Web Vitals are a set of metrics Google uses to assess a website’s performance and user experience. They consist of three main elements: Largest Contentful Paint (LCP), which gauges site loading speed; First Input Delay (FID), measuring interactivity and response time; and Cumulative Layout Shift (CLS), tracking visual stability during page load.

These metrics affect not only your website’s ranking on the search engine results page (SERP) but also user engagement, conversion rates, and overall business performance. Therefore, it’s crucial for Scottish businesses to integrate these into their SEO and web design strategies to ensure a well-performing, user-friendly website.

In the following guide, we’ll provide a thorough understanding of Core Web Vitals and offer valuable insights on optimising your web design according to these new standards. From decreasing load times to enhancing visual stability, we’ll explore practical steps your Scottish business can take to improve its online performance, thereby boosting your SEO efforts.

In the constantly evolving world of SEO, understanding and incorporating Core Web Vitals into web design can make a crucial difference for businesses looking to improve their online presence and ensure they deliver superior user experiences. This understanding not just aids in enhancing the visibility of your business but also contributes significantly towards augmenting user satisfaction and fostering online business success.

1. Understanding Core Web Vitals and Their Significance

Google’s Core Web Vitals are essential performance metrics that have long-reaching implications on website ranking, user engagement, and overall business success.

  • Largest Contentful Paint (LCP): Measures site loading speeds by tracking the time it takes for the largest elements, like text and images, to render on screen. An ideal LCP is under 2.5 seconds.
  • First Input Delay (FID): Captures the time taken for a webpage to respond to a user’s first interaction with it, such as clicking a button or entering information. A favourable FID score is below 100 milliseconds.
  • Cumulative Layout Shift (CLS): Determines the visual stability of a webpage, assessing how often elements shift as it loads. A desirable CLS score is 0.1 or lower.

2. Optimising Your Web Design for Largest Contentful Paint (LCP)

Improving your LCP score involves enhancing your website’s loading speed, providing site visitors with a swift and enjoyable experience.

  • Optimise image formats: Use next-generation image formats like WebP or AVIF, which compress images without sacrificing quality.
  • Use a Content Delivery Network (CDN): Deploy a CDN to serve your website’s content more quickly to users, reducing loading times and improving LCP scores.
  • Prioritise above-the-fold content: Arrange your site’s code to load crucial above-the-fold content first, postponing the rendering of less critical elements to enhance perceived loading speed.

3. Enhancing Web Interactivity Through First Input Delay (FID) Optimisation

Reducing the response time of your website during user interactions enhances user experience and bolsters your FID score.

  • Minimise third-party code impact: Limit the number of third-party scripts, plugins, or extensions running on your site, ensuring that they don’t hamper site speed and interactivity.
  • Implement browser caching: Utilise browser caching to store frequently used files, reducing the time taken to retrieve and display them during user interactions.
  • Use request Animation Frame: Instead of using setTimeout or setInterval, leverage requestAnimationFrame for rendering updates and animations, improving site responsiveness.

4. Establishing Visual Stability with Cumulative Layout Shift (CLS) Adjustments

Augment your website’s visual stability by addressing issues that cause elements to move or shift as the page loads.

  • Set dimensions for images and videos: Specify width and height attributes for images and videos, allowing the browser to allocate space and prevent shifts during page load.
  • Avoid inserting content above existing elements: Avoid adding new content dynamically above pre-existing content sections, as this can cause the layout to shift unexpectedly.
  • Minimise web fonts impact: Utilise the font-display property to manage how custom web fonts render, ensuring they don’t contribute to layout shifts or delayed text visibility.


The emergence of Core Web Vitals as a critical aspect of SEO presents Scottish businesses with an opportunity to refine their web design strategies to improve performance and user experience, ultimately securing superior search rankings. With a thorough understanding of LCP, FID, and CLS, and by employing practical optimisation measures, businesses can make a significant impact on their online presence and overall digital success.

By fully integrating Core Web Vitals into their web design and SEO strategies, Scottish businesses demonstrate a commitment to prioritising user experience, a valued trait in today’s competitive digital landscape. By continuously adapting to search engine developments and embracing innovative techniques, your business will remain well-equipped to navigate the ever-evolving online realm and captivate audiences, propelling your organisation towards lasting digital market success. 

To learn more about our SEO and web design in Kilmarnock, get in touch with our team at Digital Marketing Scotland.

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