Winning organic visibility on Shopify requires four disciplines working together: fast pages that pass Core Web Vitals, a single, consistent source of structured facts, content that answers the most important questions in the first two sentences, and real authority signals from trusted profiles and reputable media. Shopify auto-generates sitemaps, supports robots.txt customization, and provides a modern OS 2.0 theme architecture, so your implementation can be both rigorous and simple.  Shopify Help Center+1Shopify

 

Technical foundations, step by step

1. Prune apps and scripts inside Admin, Apps. Remove unused code blocks from the theme. liquid and any snippets they injected. Re-run Lighthouse on mobile after each removal, focus on Largest Contentful Paint and Cumulative Layout Shift. Chrome for Developers
   
   

2. Confirm HTTPS everywhere and enable HSTS at your proxy or host, which forces future visits to use HTTPS only. MDN Web Docs
   
   

3. Modern images. Serve WebP or AVIF where possible, keep hero images light, defer off-screen media with loading="lazy". This improves LCP and overall Core Web Vitals. web.dev+2web.dev+2
   
   

4. Canonical and sitemap. Ensure every template outputs a canonical tag. Your Shopify sitemap is at /sitemap.xml. Submit it to Google Search Console and Bing Webmaster Tools. Resubmit after large catalog changes. Shopify Help CenterShopifySearch - Microsoft Bing
   
   

5. robots.txt. Use Shopify’s editable robots.txt.liquid to allow the catalog and block private paths. Keep rules minimal. Shopify Help Center
   
   

6. Headings. Keep one H1 per page template, use H2, H3 for logical sections. Shopify’s own guidance aligns with this. Shopify Help Center
   
   

7. Markets and languages. If you use Shopify Markets, Shopify adds hreflang and includes all languages in sitemaps. You can also add manual hreflang tags if you prefer granular control. Shopify Help CenterShopify
   
   

 Implementing Quality and Compliance Guardrails

Maintaining high-quality content and adhering to best practices is crucial for sustained search engine performance and avoiding penalties.

1. Mark up reviews only when they are visible on the page: Structured data for reviews should accurately reflect what is presented to the user. Misleading or hidden review markup can lead to manual penalties from search engines.

2. Keep one H1 per page, write titles around sixty characters, write meta descriptions around one hundred sixty characters: These are fundamental on-page SEO best practices. A single H1 tag (heading 1) clearly signals the main topic of the page to search engines. Optimized title tags (around 60 characters) and meta descriptions (around 160 characters) improve click-through rates from search results by providing concise and compelling summaries. Shopify's Help Center provides detailed guidance on these aspects of SEO.

3. Keep the sitemap submitted and re-test Core Web Vitals after theme updates or media changes: A regularly updated sitemap helps search engines discover all important pages on your site. Core Web Vitals (including Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift) are crucial user experience metrics. Regularly testing and optimizing these vitals, especially after any significant website changes (like theme updates or large media additions), ensures a smooth and fast user experience, which is increasingly factored into search rankings. Resources like web.dev offer comprehensive information and tools for understanding and improving Core Web Vitals.

Image Discipline: Optimizing for Performance

Image optimization is a critical, yet often overlooked, aspect of web performance and SEO.

1. Compress, prefer AVIF or WebP with fallback as needed: Large, unoptimized images can significantly slow down page load times, negatively impacting user experience and Core Web Vitals. Compressing images reduces their file size without sacrificing noticeable quality. Modern image formats like AVIF and WebP offer superior compression and quality compared to older formats like JPEG and PNG. Implementing these with appropriate fallbacks (e.g., to JPEG) ensures compatibility across all browsers. Web.dev provides in-depth resources on image performance optimization, highlighting the benefits of these formats and effective implementation strategies.
   
   

Meta Templates for Your Article: Mastering AEO and SEO for Global Visibility

To achieve peak performance in today's search landscape, your article needs to be meticulously structured and optimized for both traditional Search Engine Optimization (SEO) and the emerging field of Answer Engine Optimization (AEO). This section provides meta templates designed to maximize your content's reach and impact, ensuring it's not only found but also provides direct, valuable answers to user queries.SEO Title Example

Shopify 2.0 AEO and SEO Playbook: Ranked Number One with Speed, Structure, and Clear Answers

This title is crafted for immediate impact and search engine visibility. It clearly states the subject ("Shopify 2.0 AEO and SEO Playbook") and highlights key benefits and differentiators: "Ranked Number One," emphasizing success, and the core pillars of optimization: "Speed, Structure, and Clear Answers." This combination appeals to both algorithms and human users seeking authoritative, actionable guidance.

Meta Description Example

A precise, step-by-step guide for Shopify 2.0 that unites structured data, Core Web Vitals, and answer-first content, with copy-ready Liquid and a master checklist for global visibility.

The meta description serves as your article's elevator pitch in search results. This example is designed to be highly informative and enticing. It details the guide's nature ("precise, step-by-step") and its comprehensive scope, uniting critical modern SEO components: "structured data," "Core Web Vitals," and "answer-first content." Furthermore, it highlights practical value-adds: "copy-ready Liquid" for developers and a "master checklist" for implementation. The ultimate promise, "global visibility," underscores the practical benefits for the reader.

Example Suggested Tags

Shopify 2.0, AEO, SEO, Structured data, Product schema, FAQ schema, Breadcrumbs, Core Web Vitals, Robots, Sitemap, Performance, Liquid, Theme development, Answer optimization

These tags are crucial for categorization and discoverability. They encompass a broad range of relevant keywords, covering general topics like "Shopify 2.0," "AEO," and "SEO," as well as more specific technical elements. Including terms like "Structured data," "Product schema," and "FAQ schema" indicates a focus on modern search engine requirements. "Core Web Vitals," "Robots," and "Sitemap" point to technical SEO expertise, while "Performance," "Liquid," and "Theme development" target users interested in the practical, coding aspects of Shopify. Finally, "Answer optimization" directly ties into the AEO strategy, ensuring the content is positioned to answer direct user questions effectively. The comprehensive nature of these tags ensures maximum relevance across various search queries and platforms.

Master checklist, quick run order

Technical Apps and scripts removed, Lighthouse re-run, HTTPS and HSTS, canonical tags, robots.txt, sitemap submitted to Google and Bing, lazy loading, one H1 per template. Shopify Help CenterSearch - Microsoft BingMDN Web Docs

Schema Organization and Website: once in head, BreadcrumbList on collections and products, Product once per product page, FAQ only when visible, Article on blog posts, HowTo on care or fit pages, VideoObject only with a real video, validate in Rich Results Test every release. Google for Developers+1

Content for answers: Two sentences that answer materials, origin, fit, and care, a concise buyer intent paragraph, provenance, a table for sizing, three to five FAQs, a short video, and a transcript.

Authority: Publish pillar guides and monthly articles with citations, keep brand and founder entities consistent across trusted profiles, and add earned media to a Press page. Shopify Help Center

Live resources: copy this block into any page, links open in a new window

For effective search engine optimization and to ensure your content is accurately interpreted and cited by search engines, meticulous attention to schema implementation and performance testing is paramount.

Final Implementation Tips for Optimal Search Engine Ranking and Citation:

• Schema Implementation: A Singular, Clean Source is Key:

• Avoid the simultaneous installation of both a schema application/plugin and custom schema markup on your website. This redundancy can lead to conflicts, parsing errors, and ultimately, misinterpretation by search engine crawlers.

• Instead, choose one method – either a dedicated schema plugin or manually implemented JSON-LD – and ensure it is the sole, clean source of structured data for your pages. Consistency and simplicity are crucial for accurate data ingestion.

• JSON-LD Best Practices for Data Integrity:

• Numeric Values: Always ensure that all numeric values within your JSON-LD markup remain unquoted. Quoting numeric values can cause them to be read as strings, leading to validation errors and preventing search engines from correctly understanding quantitative data.

• String Values: Conversely, all string values (textual information) must be enclosed in quotation marks. This is standard JSON syntax and ensures the proper parsing and recognition of text-based data.

• Absolute Image URLs: When referencing images within your schema, always use absolute URLs (e.g., [https://www.example.com/images/hero-image.jpg](https://www.example.com/images/hero-image.jpg)) rather than relative URLs. Absolute URLs provide an unambiguous path to the image, preventing broken links or incorrect image association in search results.

• Continuous Validation and Testing:

• Post-Theme Changes: After every significant theme change or update to your website, it is imperative to validate at least one live product page and one live article page using Google's Structured Data Testing Tool (or the newer Rich Results Test). This proactive measure helps identify and rectify any schema-related issues introduced by the theme change, ensuring your rich results and knowledge panel entries remain intact. Refer to the Google for Developers Structured Data documentation for comprehensive guidance on validation and best practices.

• Core Web Vitals and User Experience:

• Hero Media Impact: The "hero media" (the primary image or video at the top of your web page) significantly impacts Core Web Vitals, particularly Largest Contentful Paint (LCP). Any changes to this critical element can dramatically affect page loading performance.

• Mobile Performance Re-testing: Therefore, whenever you update your hero media, it is essential to re-test your Core Web Vitals, specifically focusing on mobile performance. Mobile-first indexing and the increasing reliance on mobile devices for web browsing mean that a fast and smooth mobile experience is non-negotiable for search engine ranking. Utilize tools like web.dev to analyze and optimize your Core Web Vitals for an enhanced user experience and improved search visibility.
  
  

Summary

Ranking and being cited in 2025 and 2026 is not a tactical preference; it is a strategic necessity. Search engines remain the primary gateways to demand, and answer engines now shape perception and intent in the very moments when choices are made. If your brand is not fast, not structured, and not quotable, it becomes invisible at the point of decision.

The path to durable visibility is straightforward, and it is rigorous. Technical precision gives you speed, stability, and clean crawl paths. Structured data turns your facts into machine-readable truth, so engines can promote your pages with confidence. Answer first content places a clear, human solution at the top of every important page, so assistants can cite you accurately. Authority work, from research-driven guides to credible third-party references, confirms that your voice is not an outlier; it is the standard.

This matters because discovery is now multi-modal and continuous. Consumers ask questions across search, chat, voice, and visual interfaces, and the systems behind these experiences consolidate to a shortlist of sources they trust. In that consolidation, the difference between being a reference and being ignored is clarity, transparency, and evidence, presented consistently and updated responsibly.

Leaders will treat the storefront as a living knowledge base. They will validate every release, maintain one source of structured truth, write in plain language, quantify claims, and refresh pages when facts change. They will monitor how engines and assistants describe their brand, and they will close the gap between what is published and what is cited.

This is the new ground truth of Shopify and other online commerce platforms. Execute with speed, structure, answers, and authority, and your pages will not only rank, they will be quoted, linked, and trusted. Delay, and your brand will be replaced in results, omitted in answers, and removed from consideration. The organizations that commit now will own the next era of discovery and growth.

 

Paste-ready technical snippets for your shop:

Canonical and optional hreflang, add inside <head> of layout/theme. liquid

{%- comment -%} Canonical URL {%- endcomment -%}

<link rel="canonical" href="{{ canonical_url }}">

{%- comment -%}

Optional hreflang, Shopify Markets already outputs these for many setups.

Uncomment if you need explicit control.

{%- endcomment -%}

{%- comment -%}

{% if shop.published_locales.size > 1 %}

  {% for locale in shop.published_locales %}

    <link rel="alternate" hreflang="{{ locale.iso_code }}" href="{{ locale.root_url }}{{ request.path }}">

  {% endfor %}

  <link rel="alternate" hreflang="x-default" href="{{ canonical_url }}">

{% endif %}

{%- endcomment -%}

Why this matters: Core Web Vitals and clean canonicalization improve crawl efficiency and user experience, which influence discoverability. web.dev

robots.txt, create templates/robots.txt.liquid

{%- comment -%} Keep rules minimal, allow catalog, block private areas {%- endcomment -%}

User-agent: *

Disallow: /cart

Disallow: /checkout

Disallow: /orders

Disallow: /account

Disallow: /search?*

Allow: /

Sitemap: {{ shop.url }}/sitemap.xml

Edit robots with Liquid rather than static files so Shopify can continue to manage defaults. Shopify Help Center

Phase two, structured data, publish one clean truth

Publish Organization and Website once, Breadcrumbs on products and collections, Product once per product page, FAQ only when visible, Article for blogs, HowTo for care or fit guides, VideoObject only if a playable video is on the page, validate every template in the Rich Results Test. Google for Developers+1

Organization and Website, paste once in the theme.liquid inside

<head>

{%- comment -%}

Organization and Website schema, add once sitewide.

Replace the placeholder social URLs with your real profiles.

{%- endcomment -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "Organization",

  "@id": {{ shop.url | append: "/#organization" | json }},

  "name": {{ shop.name | json }},

  "url": {{ shop.url | json }},

  {% if settings.logo != blank %}

  "logo": {{ settings.logo | image_url: width: 600 | prepend: "https:" | json }},

  {% endif %}

  "sameAs": [

    "https://www.instagram.com/yourbrand",

    "https://www.youtube.com/@yourbrand",

    "https://www.pinterest.com/yourbrand",

    "https://www.linkedin.com/company/yourbrand"

  ]

}

</script>

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "WebSite",

  "@id": {{ shop.url | append: "/#website" | json }},

  "name": {{ shop.name | json }},

  "url": {{ shop.url | json }},

  "potentialAction": {

    "@type": "SearchAction",

    "target": {{ shop.url | append: "/search?q={search_term_string}" | json }},

    "query-input": "required name=search_term_string"

  }

}

</script>

Breadcrumbs, include in your breadcrumb snippet, render on product and collection templates

{%- if template contains 'product' or template contains 'collection' -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "BreadcrumbList",

  "itemListElement": [

    { "@type": "ListItem", "position": 1, "name": "Home", "item": {{ shop.url | json }} }

    {%- if template contains 'collection' and collection -%},

    { "@type": "ListItem", "position": 2, "name": {{ collection.title | json }}, "item": {{ shop.url | append: collection.url | json }} }

    {%- endif -%}

    {%- if template contains 'product' and product -%}

      {%- assign pos = 2 -%}{% if collection %}{% assign pos = 3 %}{% endif -%},

      { "@type": "ListItem", "position": {{ pos }}, "name": {{ product.title | json }}, "item": {{ canonical_url | json }} }

    {%- endif -%}

  ]

}

</script>

{%- endif -%}

Product schema, paste once in your main product template, below the product form

{%- comment -%} AggregateOffer for variant ranges. No fake reviews or prices. {%- endcomment -%}

{%- assign low_price = product.price_min | times: 0.01 | round: 2 -%}

{%- assign high_price = product.price_max | times: 0.01 | round: 2 -%}

{%- assign availability_url = product.available | default: false | if else 'https://schema.org/InStock','https://schema.org/OutOfStock' -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "Product",

  "@id": {{ canonical_url | append: "#product" | json }},

  "name": {{ product.title | json }},

  "description": {{ product.description | strip_html | strip_newlines | truncate: 500 | json }},

  "sku": {{ product.selected_or_first_available_variant.sku | default: product.selected_or_first_available_variant.id | json }},

  "brand": { "@type": "Brand", "name": {{ product.vendor | default: shop.name | json }} },

  "url": {{ canonical_url | json }},

  {% if product.images.size > 0 %}

  "image": [

    {%- for image in product.images limit: 6 -%}

      {{ image | image_url: width: 1200 | prepend: "https:" | json }}{%- unless forloop.last -%},{%- endunless -%}

    {%- endfor -%}

  ],

  {% endif %}

  "offers": {

    "@type": "AggregateOffer",

    "priceCurrency": {{ shop.currency | json }},

    "lowPrice": {{ low_price }},

    "highPrice": {{ high_price }},

    "offerCount": {{ product.variants.size }},

    "availability": "{{ availability_url }}",

    "url": {{ canonical_url | json }}

  }

  {%- assign rating_value = product.metafields.reviews.rating.value | default: blank -%}

  {%- assign rating_count = product.metafields.reviews.count | default: blank -%}

  {%- if rating_value and rating_count -%}

 "aggregateRating": { "@type": "AggregateRating", "ratingValue": {{ rating_value }}, "reviewCount": {{ rating_count }} }

  {%- endif -%}

}

</script>

Use one Product schema per page, keep numbers numeric, and ensure visible content matches structured data and Merchant Center feed values. Google for DevelopersWebmasters Stack ExchangeGoogle Help

 

AEO | Answer Engine Content, what to write, and where

Place a two-sentence, plain-English answer high on each important page. Use it for materials, origin, fit, care, or returns. Keep it quotable, specific, and factual.

Copy-paste blocks you can adapt inside product descriptions

<p><strong>Answer:</strong> {{ product.title }} is made in {{ product.metafields.custom.made_in | escape }}, using {{ product.metafields.custom.materials | escape }}, full sourcing details are below.</p>

<p><strong>Answer:</strong> Fit is true to European sizing, half sizes choose the next size up for comfort, see the size table below.</p>

<p><strong>Answer:</strong> Brush, condition, and rest, never heat dry, see full leather care steps below.</p>

To achieve maximum visibility and effectively rank within search engine answer engines, a multifaceted approach is essential, beginning with the fundamental principle of direct and concise content.

Directly answering the first question is easier for users to scan and for assistants to quote. Pair it with an accurate schema and Merchant Center feed data for maximum visibility. This foundational strategy emphasizes the importance of front-loading crucial information. When users or AI assistants query a search engine, they are often seeking immediate, clear answers.

By presenting the most relevant information at the outset of your content, you not only improve user experience by making it easier for them to scan and digest, but you also significantly increase the likelihood of your content being quoted directly by AI answer engines. This directness, combined with meticulously accurate schema markup (structured data that helps search engines understand the content of your pages) and comprehensive Merchant Center feed data (for e-commerce businesses), creates a powerful synergy for enhanced discoverability. Google for Developers and Google Help provide invaluable resources for implementing effective structured data and optimizing Merchant Center feeds, respectively.

Achieving Topical Authority

Building topical authority is a strategic imperative for long-term search engine dominance. This phase involves a sustained commitment to creating comprehensive, credible, and consistently updated content.

• Publish three pillar guides: These are in-depth, evergreen resources that cover a broad topic comprehensively. They serve as foundational content that establishes your expertise and can be updated over time.

• A monthly article that cites primary sources: Regular publication of well-researched articles that directly reference original data, studies, or expert opinions reinforces credibility and demonstrates a commitment to accuracy.

• A clear materials glossary: For businesses dealing with specific products or services, a detailed glossary defines key terms, enhancing user understanding and signaling comprehensive knowledge to search engines.

• A short annual transparency report: This builds trust with your audience by openly communicating about your operations, ethics, and practices. It can also include insights into your content creation process.

• Keep titles specific: Clear and descriptive titles not only attract the right audience but also help search engines understand the precise subject matter of your content.

• Maintain consistent entity names across LinkedIn and other profiles: Ensuring uniformity in how your brand, key personnel, and offerings are named across all online platforms strengthens your digital footprint and aids in entity recognition by search engines.

• Collect reputable coverage, and link those articles on a Press page: Featuring mentions from trusted publications and news outlets on a dedicated "Press" page not only enhances your brand's reputation but also provides valuable backlinks and social proof. Shopify's SEO overviews and checklists, available through their Help Center and blog, offer practical guidance on reinforcing these fundamental SEO practices.

 

FAQ schema, only when FAQs are visible on the page

{%- comment -%}

Create a metaobject with fields "question" and "answer".

Attach to the product as a metafield list at the namespace.key "custom.faqs".

{%- endcomment -%}

{%- if product.metafields.custom.faqs and product.metafields.custom.faqs.value.size > 0 -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "FAQPage",

  "mainEntity": [

    {%- for faq in product.metafields.custom.faqs.value -%}

    {

      "@type": "Question",

      "name": {{ faq.question | strip_html | strip_newlines | json }},

      "acceptedAnswer": { "@type": "Answer", "text": {{ faq.answer | strip_html | strip_newlines | json }} }

    }{%- unless forloop.last -%},{%- endunless -%}

    {%- endfor -%}

  ]

}

</script>

{%- endif -%}

Only mark up content that users can see on the page; use three to five real FAQs for clarity. Validate with the Rich Results Test. Google for Developers+1

Article schema, add to blog article template

{%- if article -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "Article",

  "headline": {{ article.title | json }},

  "description": {{ article.excerpt_or_content | strip_html | strip_newlines | truncate: 300 | json }},

  "author": { "@type": "Person", "name": {{ article.author | json }} },

  "datePublished": "{{ article.published_at | date: "%Y-%m-%d" }}",

  "dateModified": "{{ article.updated_at | date: "%Y-%m-%d" }}",

  "mainEntityOfPage": {{ shop.url | append: article.url | json }},

  {% if article.image %}"image": {{ article.image | image_url: width: 1200 | prepend: "https:" | json }}{% endif %}

}

</script>

{%- endif -%}

HowTo schema, perfect for care or sizing guides

{%- if template contains 'page' and page.title contains 'Care' and page.metafields.custom.steps -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "HowTo",

  "name": {{ page.title | json }},

  "description": {{ page.content | strip_html | strip_newlines | truncate: 300 | json }},

  "totalTime": "PT20M",

  "step": [

    {%- for s in page.metafields.custom.steps.value -%}

    { "@type": "HowToStep", "name": {{ s.title | json }}, "text": {{ s.body | strip_html | strip_newlines | json }} }{%- unless forloop.last -%},{%- endunless -%}

    {%- endfor -%}

  ]

}

</script>

{%- endif -%}

VideoObject, only when a playable video is rendered on the page

{%- assign native_video = product.media | where: 'media_type', 'video' | first -%}

{%- assign ext_video = product.media | where: 'media_type', 'external_video' | first -%}

{%- if native_video or ext_video -%}

<script type="application/ld+json">

{

  "@context": "https://schema.org",

  "@type": "VideoObject",

  "name": {{ product.title | append: " Film" | json }},

  {% if native_video %}"contentUrl": {{ native_video.sources.first.url | json }},{% endif %}

  {% if ext_video %}"embedUrl": {{ ext_video.external_id | json }},{% endif %}

  "uploadDate": "{{ product.published_at | date: "%Y-%m-%d" }}",

  {% if product.featured_media %}"thumbnailUrl": {{ product.featured_media | image_url: width: 1200 | prepend: "https:" | json }}{% endif %}

}

</script>

{%- endif -%}

****

Jonathan Shaun Crutcher

Shopify Developer / Designer / AI-Driven SEO / AEO

Email: 3.Zero.Digital@gmail.com

 

How do we get cited by AI answer engines in 2025, across Perplexity, Bing Copilot, and Gemini

Answer, lead with a two-sentence solution at the top of each page, publish verifiable facts with clean structured data, keep those pages fresh, and give engines a fast way to discover updates. Assistants cite pages that are clear, specific, and trusted, so write plainly, name sources, add dates, and validate your schema.

What to do this week,

1. Make your first two sentences answer the exact question, then support with detail and a short FAQ.
2. Validate Product, Article, and FAQ schema, keep one source of truth, and remove duplicates from apps.
3. Adopt IndexNow for faster discovery, connect Bing Webmaster Tools, verify your site, and submit URLs on publish and update.
4. Track citations, ask leading assistants your target questions, if your page is not cited, sharpen the first two sentences, and add concrete data.

Sources,

• IndexNow protocol, how submissions work
• Bing, IndexNow, quick start and key file
• AEO, why answer-first content gets quoted
• Perplexity, ranking playbook, freshness and citations

Should we still use FAQ and HowTo schema in 2025? Will Google show them

Answer, yes for users and for assistants, with a clear caveat for Google presentation. Google reduced FAQ rich results and limited HowTo appearances, however properly marked up Q and A still helps assistants and other engines understand and quote your pages, and on your site it improves scannability and trust.

Practical guidance,

• Only mark up questions that are visible on the page, never invent content.
• Keep three to five concise questions per page, mirror natural language exactly as customers ask it.
• Treat schema as eligibility, not a guarantee of a special result, maintain it for clarity and for non Google surfaces.

Sources,

• Google, reduced FAQ visibility and HowTo changes
• Google, 2025 simplification of structured results

Which Core Web Vitals matter most in 2025? How do we pass them fast on Shopify?

Answer, focus on Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. Prioritize the hero image, keep scripts lean, lazy load everything below the fold, and avoid layout jumps with fixed media dimensions and careful font loading.

Quick wins,

• Hero image, compress and serve an appropriate size, load it eagerly, and give it fetch priority.
• Apps and scripts, remove unused apps, defer non-critical scripts, avoid duplicate analytics and pixels.
• Images and video, lazy load below the fold, set width and height to prevent shifts, prefer CDN served modern formats.

Sources,

• INP, what it measures and how to improve it
• Google, INP in Core Web Vitals