LCP, INP, CLS — what they mean, why Google ranks you on them, and how to fix each one.
Google ranks fast sites higher. Period. Here's the 2025 fix list.
1. LCP < 2.5s (Largest Contentful Paint)
Compress hero images to WebP, preload them, use a CDN. Most sites pass instantly with this alone.
2. INP < 200ms (Interaction to Next Paint)
Cut JavaScript bundle size. Defer non-critical scripts. Lazy-load chat widgets and analytics.
3. CLS < 0.1 (Cumulative Layout Shift)
Always set width/height on images. Reserve space for ads/embeds. Avoid late-loading fonts (use font-display: swap).
4. Use modern image formats
WebP is 30% smaller than JPG, AVIF is 50% smaller. Convert everything.
5. Enable browser caching + Brotli
Static assets should cache for 1 year. Brotli beats gzip by ~20%.
6. Kill unused CSS/JS
PurgeCSS for Tailwind, tree-shaking for JS. Most sites ship 60% dead code.
7. Test on real 4G, not your fiber
PageSpeed Insights mobile = the score Google actually uses. Fix that first.
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