Core Web Vitals: What B2B Marketers Need to Know

Every B2B marketer today is buzzing around the concept of Core Web Vitals. What are these Core Web Vitals? And how would it affect a B2B business? Let us dig in to find.

In modern SEO marketing, Core Web Vitals or CWV is an important search ranking metric set. Honestly, CWV is nothing new. They are here for quite some time and they indicate the latest trends in performance marketing. These metrics offer insights on a user-centric view that considers how your site speed and user experience will affect the online metrics of a brand.

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Core Web Vitals and B2B Marketing

Google’s Core Web Vitals are there to break down a user’s experience. You may consider it as the new benchmark that outlines three major metrics summarizing the way your website is performing. The series of Core Web Vitals is the latest to offer performance-based recommendations that Google has driven from its search engine and Chrome Browser.

Every marketer has one question – How is my website performing? It is a complicated one with several subjective answers. To simplify things, Google creates these Core Web Vitals including the following metrics:

  • Largest Contentful Paint (LCP)

LCP is a measurement of Google to judge user experience based on the loading time of the first meaningful content on the visible screen. LCP includes the large hero image or video located within the user port. This is an important Metrix to measure user experience as it assesses how quickly the user visits a webpage.

  • First Input Delay

As LCP measures how quickly the content is loaded on the visible screen, FID (First input delay) measures your webpage’s responsiveness and interactivity as the page is loaded. Google says that FID is important because it measures the time between the user’s first interaction on the webpage like clicking a button and the response time from the webpage. If it takes a longer time to process the request of the user, it can create frustration.

  • Cumulative Layout Shift

CLS (Cumulative Layout Shift) is a metric to measure the visual stability of a webpage, and it also helps to identify how frequently a user experiences unexpected layout shifts while the web page is still loading.

The terminology might seem a bit technical but all these three metrics are important for marketers. While B2B marketers have long understood what SEO is by paying attention to how a strong SEO needs quality content, marketers must also understand that SEO continues to evolve. For the past couple of years, Google has explicitly stated that user experience is an increasingly critical factor in page ranking.

It is not just about simply publishing quality content, but B2B marketers must also be concerned about offering an exceptional user experience.

B2B Marketers and Core Web Vitals

As B2B marketers are already aware of the evolving SEO, now they should understand that user experience is also an increasingly critical factor in page ranking. It is not only about publishing quality content; it is also about offering a unique and meaningful user experience. Core Web Vitals directly point towards page experience as a critical component in ranking any website.

Quality content does sit on the top of the page ranking, but page experience and user experience from your webpage truly matter. Try to offer a negative user experience, and your page ranking will decline over a while. This will further hinder your SEO success and reduce your overall revenues.

Thus, modern B2B marketers must remain vigilant of the Core Web Vitals and optimize their websites accordingly.

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Common FAQs

Core Web Vitals is new for most of us, and we do not know much about it. We came across a few questions, and we would like to answer these here.

  1. What tools can I use to measure Core Web Vitals?

Google offers plenty of tools to measure your site’s performance effectively. Some of these are Page Speed Insights, Search Console, Lighthouse, and more.

  1. Why I cannot see my Core Web Vitals showing data?

All your Core Web Vitals are collected in real-time and they reflect users’ experiences. In case you do not have enough traffic on your website, it might not show you the insights. The insights are live only after you have 1,000 visits per month.

  1. Does Core Web Vitals really affect rankings?

Google is taking a call on this, but as of now, only a small portion is used as a ranking factor.


Remember that Google’s Core Web Vitals are here to stay and how you use them will determine your page ranking. We have already shared how B2B marketers must do to keep pace with the break-neck competition. B2B marketers must keep revisiting these Core Web Vitals to ensure the rankings are maintained and going upwards.

Core Web Vitals will determine if you will be found by your customers.


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