Back in May 2020, Core Web Vitals began to gain significant attention when Google officially announced them as part of a new set of user experience metrics that would become a search ranking factor. And here we are, nearly five years later, still hyper-focused on CWV, still pouring resources into seeing "green". But is it truly worth it?
Recently on LinkedIn, Google’s John Mueller corrected the record on CWV and rankings.
Core Web Vitals: More Than Just Numbers
Google’s Core Web Vitals were introduced as a way to quantify a site’s user experience, focusing on load times, interactivity, and visual stability. Many interpreted this as a significant new ranking factor, with some website owners racing to perfect their Core Web Vitals scores.
But according to Google’s Search Advocate John Mueller, Core Web Vitals don’t have the drastic impact on rankings that many assumed. “We’ve been pretty clear that Core Web Vitals are not giant factors in ranking,” Mueller stated. While these metrics contribute to overall SEO health, they’re not a game-changer for search visibility. Instead, Core Web Vitals primarily enhance user experience, which indirectly supports SEO by encouraging visitors to stay and return.
“Having a website that provides a good experience for users is worthwhile, because if users are so annoyed that they don’t want to come back, you’re just wasting the first-time visitors to your site, regardless of where they come from.” — John Mueller, Google Search Advocate
So, while optimizing Core Web Vitals can be helpful, it’s not the ultimate path to higher rankings. The real priority should remain on content quality, which Google has consistently recognized as the top-ranking factor.
HubSpot SEO Tool – Overview, Pros & Cons
HubSpot’s SEO Tool offers helpful insights into your site's performance, however, the tool’s approach can shift focus away from what truly matters in SEO: providing valuable content. Here’s a look at the pros and cons of the HubSpot SEO Tool.
Pros of HubSpot’s SEO Tool:
- Easy Overview: The tool provides a digestible SEO readout right in the HubSpot portal, which is excellent for regular checkups. It shows quick recommendations, areas for improvement, and summaries of on-page and technical SEO factors.
- Guided Recommendations: HubSpot’s SEO Tool offers actionable suggestions to help boost SEO metrics, even if users don’t have extensive technical knowledge. It simplifies the SEO process by guiding users through common fixes.
Cons of HubSpot’s SEO Tool:
- Blurs SEO Focus: HubSpot’s tool mixes on-page and technical SEO recommendations, which can mislead users into thinking all aspects hold equal weight. Technical SEO matters, but focusing on it over quality content is a missed opportunity.
- Encourages “Box-Checking”: By pushing users to “check the box” or “get it in the green,” HubSpot’s SEO Tool can encourage a superficial approach, prioritizing scores over meaningful improvements. The ultimate goal isn’t a perfect score—it’s engaging, valuable content.
- Misses User Experience: The tool’s focus on metrics doesn’t always align with actual user experience. For example, a site can score poorly on tools like Google PageSpeed Insights but still feel fast to users. The experience of real visitors matters more than technical metrics alone.
Why Content Quality Should Be Your Priority
While technical performance contributes to a positive user experience, Google has consistently emphasized that high-quality content is the single most important factor in search rankings. For example, sites with moderate Core Web Vitals scores can still rank well because they provide valuable, engaging content that fulfills search intent.
When users find valuable information, they’re more likely to stay on the site, share it, and return—factors that indirectly influence rankings by signaling relevance and authority to search engines. A fast site can enhance this experience, but it won’t make up for a lack of substance.
When Technical SEO Matters and When It Doesn't
Technical SEO, including Core Web Vitals, absolutely has its place. A fast, user-friendly site can prevent visitors from bouncing and encourage them to engage. In our blog post "Learn How to Leverage HubSpot's SEO Tool and Google PageSpeed Insights" we delve deep into recommendations and how to implement them. However, obsessing over every metric can lead to diminishing returns. After a certain point, further technical tweaks provide little additional value and may even distract from the bigger picture: producing content that meets user needs.
Anecdotal Case Study
I recently had a discussion with an agency partner of ours who put all of this to the test a year ago. To ensure 90+ on Pagespeed Insights and passing metrics on Core Web Vitals, they hardcoded their website–meaning their site content is not easily editable without development help. They measured their traffic over the course of a year and didn't notice any increase.
Their takeaway? It's always a tradeoff but sacrificing an easy-to-edit website for passing Core Web Vitals didn't translate into more traffic.
Conclusion: Focus on What Matters
In the end, Google is looking to rank content that provides the best answers, solutions, or insights for users. Tools like HubSpot’s SEO Tool and metrics like Core Web Vitals play supportive roles, but they’re not substitutes for valuable content. Prioritizing quality over perfection is the true key to sustainable SEO success. The maxim continues to hold true: content is king.
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