Google's core performance metrics: LCP, INP, and CLS.
Google's December 2025 core update caused the highest search volatility of the year. Affiliate sites lost 71% of traffic. UK publishers dropped 50-98% in Discover. But the data reveals something most analysis missed: sites with strong Core Web Vitals and professional design were far more resilient.
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After two decades of building websites, clear patterns emerge. The sites that generate enquiries share common characteristics. The ones collecting dust share different ones. Here's what separates websites that work from those that just exist.
A plain-English guide to Google's performance metrics.