Google regularly updates its ranking algorithm for websites. In June 2025, it introduced a new focus on INP, which stands for Interaction to Next Paint. This new measure assesses how quickly a website responds when a user clicks or interacts with it. For businesses, this is crucial because a fast and smooth website enhances user experience and search engine rankings.
What Is INP?
INP measures the time between when a user interacts with a page and when the page responds. For example, when you click a button or tap a link, INP tracks how long it takes for the page to react visually.
Why does this matter?
- Better User Experience: Visitors want websites that react quickly.
- Improved Google Ranking: Google favours sites that respond fast.
- More Engagement: Fast sites keep users engaged and reduce the likelihood of them leaving.
How INP Fits with Other Metrics
Before INP, Google focused on other speed measures like:
- Largest Contentful Paint (LCP): How fast the main content loads.
- Cumulative Layout Shift (CLS): How stable the page layout is during loading.
INP adds a focus on interactivity — specifically, how well the site responds when users attempt to act.
Why Businesses Should Care About INP
This change affects many areas of digital marketing, including:
- Performance Marketing: Quick site responses help ads and landing pages perform better and improves performance marketing.
- Brand Positioning: Slow or laggy sites can hurt a brand’s image.
- SEO Services: Optimising for INP helps improve Google rankings.
- PPC and SEM Services: Fast, responsive pages increase the chances of converting visitors.
What Businesses Can Do to Improve INP
Here are some simple steps to improve your site’s response time:
- Check Your INP Score
- Use Google’s PageSpeed Insights to see how your site performs.
- Speed Up Your Website
- Reduce heavy scripts and simplify code to lower delays.
- Focus on Mobile Users
- Make sure your site is fast and responsive on smartphones and tablets.
- Work as a Team
- Developers, SEO experts, and marketers should coordinate to improve site speed and user experience.
How INP Helps Your Marketing Strategy
INP is not just a technical metric. It supports your whole marketing effort:
- Performance Marketing benefits when users interact smoothly.
- Brand Positioning improves when customers have positive experiences.
- SEO Services need to include INP to meet Google’s new standards.
- PPC and SEM Services campaigns gain more conversions with faster pages.
Easy Ways to Lower INP
To reduce your INP score:
- Optimise JavaScript: Avoid heavy scripts that block the page.
- Use Efficient Event Handlers: Make sure interactions are processed quickly.
- Limit Third-Party Tools: Excessive ads or widgets can slow down response time.
- Lazy Load Content: Load images or videos only when needed.
- Monitor Regularly: Continuously test your site and resolve issues promptly.
Google’s June 2025 update shows that fast interaction matters more than ever. INP focuses on real user experience by measuring how quickly your site reacts to clicks and taps.
If you improve INP, your site will rank better, attract more visitors, and keep users engaged longer. Whether your focus is on performance marketing, brand positioning, SEO, PPC, or SEM, working with INP will strengthen and enhance your digital presence.
