Google Performance Max Unveils New AI-Powered Video Creation and Asset Testing Features

Google Search Advocate John Mueller Asserts Core Web Vitals Aren't Major Ranking Factors Amid Industry Debate His statements address the growing discussion about the impact of site performance on search visibility. Mueller's View: Mueller shared on LinkedIn, "We've been pretty clear that Core Web Vitals are not giant factors in ranking, and I doubt you'd see a big drop just because of that." The primary benefit of enhancing website performance is improving user experience. A poor experience may naturally deter traffic by discouraging repeat visits, regardless of how users initially find the site. Mueller continues, "Having a website that provides a good experience for users is worthwhile. 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." Small Sites’ Competitive Advantage: Mueller believes smaller sites have a unique edge in implementing SEO changes. Reflecting on his experience with large companies, he explains, "Smaller sites have a gigantic advantage when it comes to being able to take advantage of changes – they can be so much more nimble." Mueller noted that larger organizations may require extensive processes for simple changes, while smaller sites can update things like robots.txt in just 30 minutes. He adds, "None of this is easy. You still need to figure out what to change to adapt to a dynamic ecosystem online, but I bet if you want to change your site’s robots.txt (for example), it’s a matter of 30 minutes at most." Context: Mueller's response came after Andrew Mcleod presented research revealing consistent patterns across multiple websites showing rapid ranking changes after performance modifications. In one case, a site with over 50,000 monthly visitors experienced a traffic drop within 72 hours of implementing advertisements. Mcleod's analysis, including five controlled experiments over three months, showed traffic drops of up to 20% within 48 hours of enabling ads, with recovery periods of 1-2 weeks after removing ads. Consistent patterns were seen across test cases. Previous Statements: This guidance aligns with Mueller’s previous statements on Core Web Vitals. In a March podcast, Mueller confirmed that Core Web Vitals are used in ranking systems, but emphasized that perfect scores won't notably affect search results. Mueller's message remains consistent: while Core Web Vitals matter for user experience and are part of Google's ranking systems, prioritizing content quality over metrics is crucial. Looking Forward: Core Web Vitals don’t directly affect rankings, per Mueller. Google's stance on ranking factors remains unchanged, yet technical performance and user experience collectively influence traffic. Featured Image: Ye Liew/Shutterstock