Google’s John Mueller answered a question on Reddit, expressing doubts about Core Web Vitals as a ranking factor.
Mueller affirmed the importance of CWV as a ranking factor and pointed out that it is more than just a tiebreaker.
In the early 2000s, Google used keyword-related ranking factors to understand the entire content of a web page.
The anchor text, the number of links, the keywords in the title, and the title help the web page rank at the top of the search engine results page (SERP).
The website can obtain thousands of reciprocal links and perform on-page search engine optimization and rank first.
But that was before natural language processing, advanced machine learning, and artificial intelligence technologies put more emphasis on correlation signals.
Skepticism of the CWV Ranking Factor
It is not surprising that members of the search community expressed doubts about CWV ranking factors.
Google itself has been downplaying the power of CWV as a ranking factor.
John Mueller himself said this to Core Web Vitals: “Relevance is still much more important. So just because your website is faster than some competitors relative to Core Web Vitals doesn’t necessarily mean… .You will jump to the number one position. In search results.”
Google released a Core Web Vitals FAQ, which also lowered expectations for CWV rating factors.
Therefore, it is not surprising that some people today doubt the power of CWV to influence search rankings.
Given that Google recently lowered its expected record of achieving the highest ranking with a higher basic network vitality score, it is not unreasonable to think that the CWV ranking factor is a secondary, slight ranking signal.
Core Web Vitals Ranking Factor Is More than a Tie-breaker
Google’s John Mueller responded that important network building blocks should not be considered ranking factors.
He insisted that in some places, this feeling might be stronger than in others.
Core Web Vitals Has Value Beyond Being a Ranking Signal
Mueller went on to point out that the value of CWV goes beyond ranking signals, and he correctly pointed out that speed-related user experience affects the amount of website revenue.
He pointed out that simply raising the site to the top of the SERP would be counterproductive, because the low page speed experience makes the revenue never reach its potential.
CWV is Important
Mueller said that Core Web Vitals is stronger and more important than the tiebreaker.
He also pointed out the importance of speed and page experience to the full potential of website monetization.
Mueller mentioned conversion rates, but page speed can also increase ad impressions, because when you have a high-quality page experience, fewer people leave your site.