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A note on why this post changed: our original 2019 article covered AMP (Accelerated Mobile Pages) as a way to boost speed, click-through rate and ROI. Google has since removed AMP's special ranking and Top Stories eligibility \u2014 it's no longer a meaningful SEO lever. The metric that replaced it, and now genuinely drives both rankings and click-through rate, is Core Web Vitals.  What Core Web Vitals actually measures      Largest Contentful Paint (LCP) \u2014 how long the main content takes to load, ideally under 2.5 seconds    Interaction to Next Paint (INP) \u2014 how responsive the page feels when a user clicks or taps, ideally under 200 milliseconds    Cumulative Layout Shift (CLS) \u2014 how much the page visually jumps around while loading, ideally under 0.1    Unlike AMP, which required building an entirely separate simplified version of your pages, Core Web Vitals scores your actual site as real users experience it.  Why it drives click-through rate, not just rankings      Slow-loading pages see meaningfully higher bounce rates before the content even appears    Layout shift (buttons moving as a page loads) is one of the most common causes of accidental clicks and frustrated exits    Mobile users \u2014 the majority of local search traffic \u2014 are the least tolerant of slow, janky pages    How to actually improve your Core Web Vitals score      Compress and lazy-load images \u2014 often the single biggest LCP improvement available    Minimise render-blocking JavaScript \u2014 defer or remove scripts not needed for the initial page paint    Reserve space for images and ads \u2014 prevents layout shift as elements load in    Use a caching and CDN setup \u2014 particularly important for WordPress sites running multiple plugins    Test on real mobile connections, not just desktop Wi-Fi \u2014 Google's data comes from real-world Chrome usage, not a lab test    The ROI connection  Every improvement here compounds: faster pages rank better, rank higher in the local pack, earn more clicks from the same ranking position, and convert those clicks at a higher rate once visitors arrive. It's the same underlying goal AMP was originally built for \u2014 just measured accurately against your real site instead of a stripped-down copy of it.  Not sure where your Core Web Vitals score currently stands? Book a free technical SEO audit and we'll show you exactly what's slowing your site down.  \u2190 Back to all articles      Ready When You Are    Want results like these for your own business?    Book a free audit and see exactly what it will take to get your site ranking \u2014 on Google and in AI search.    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