WEBSITE SPEED AND SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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You don’t even have to listen very carefully because SEO people are shouting it from the rooftops: site speed is everything. Not a day goes by without a new article, white paper, Google representative or SEO expert telling us that optimizing for speed is one of the most important things you can do right now. And they’re right, of course! Site speed influences SEO in many ways. Here’s a small overview of how site speed and SEO go together.

On mobile, site speed is even more of an issue. According to research by Google, the average mobile site takes over fifteen seconds to load while people expect them to load in less than three seconds before they consider leaving altogether. Every second counts, as conversions drop sharply with every second longer, your site takes to load. With that said, what are some reasons to improve the loading speed of your site?

Ps: You are optimizing your images, right? Quick win right there!

You won’t have a second chance for that first impression: Everything starts with speed.

It all boils down to this: improve your site speed if you want happy customers and happy search engines! And who doesn’t want that, right?

Picture this: you have put in a lot of effort to make sure that your site works well, it has a great structure and includes fabulous targeted and relevant content. But that won’t be the first experience your potential visitor/client/consumer has with your site. They will have to load your site first before they can access that killer content. If it takes ages to load, there will be a significant drop-off and a lot fewer people will visit your site. A much faster competitor is just a single click away. Not investing in a fast site is almost like you don’t care for your customers. No reason for them to stay, right?

Optimizing your site for speed is not as simple as getting a good score in all those site speed test tools. Don’t blind yourself on scores and metrics. Most tests emulate an unrealistic environment, but guess what: the real world matters even more. Every user is different. Every visitor uses a different type of internet connection, device and browser. Find out who your users are, how they access your site and what they do while they’re there. Combine classic tools like Google’s recently updated PageSpeed Insights, WebPageTest.org and Lighthouse with analytical tools to get a broad overview of speed issues on your site. Use the recommendations to get started on improving your site speed, but do take these with a grain of salt; these recommendations are often hard to implement and not really realistic.

More details on Webmaster Central ? https://t.co/fF40GJZik0 — Google Webmasters (@googlewmc) July 9, 2018.

Google has said time and again that a fast site helps you to rank better. Even as recently as this month, Google launched the so-called ‘Speed Update’ making site speed a ranking factor for mobile searches. Google stressed it would only affect the slowest sites and that fast sites getting faster won’t get a boost, but they are surely looking at site speed across the board. Only the slowest sites get hit now, but what about the future?

Modern sites are incredibly wieldy and untangling that mess can make a big difference already. Fix your site structure, clean up old and outdated posts and bring those redirects in order. Invest in a better hosting plan and turn those servers into finely tuned machines. The bigger your site is, the more impact of speed optimizations will have. These not just impact user experience and conversion rates but also affects crawl budget and crawl rate. If your servers are fast, Googlebot can come around more often and get more done.

Site speed is a ranking factor.

Your goal should be to be the fastest site in your niche. Be faster than your competitors. Having a site or an e-commerce platform that takes ages to load won’t do you any good. People hit that back button in a split second, never to return. Not good for your bounce rate! By offering a fast site you are not only working on improving your conversion rate, but you’re also building trust and brand loyalty. Think of all the times you’ve been cursing the screen because you had to wait for a page to load — again — or been running in circles because the user experience was atrocious — again. It happens so often — don’t be that site.

Did you know that people experience real stress when experiencing mobile delays? And that this stress level is comparable to watching a horror movie? Surely not you say? That’s what the fine folks at Ericsson Research found a couple of years back. Improving your site speed across the board means making people happy. They’ll enjoy using your site, buy more and come back more often. This, of course, means that Google will see your site as a great search result because you are delivering the goods when it comes to site quality. Eventually, you might get a nice ranking boost. It’s a win-win situation!

The Speed Update, which enables page speed in mobile search ranking?, is now rolling out for all users!

Edwin is a strategic content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

Site speed improves user experience.

Are you shipping too much JavaScript? Too many images? Images and JavaScript are the most significant contributors to the page weight that affect page load time based on data from HTTP Archive and the Chrome User Experience Report – our public dataset for key UX metrics as experienced by Chrome users under real-world conditions.

Optimized web experiences lead to higher user engagement, conversions, and ROI; performance is a feature and a competitive edge.

Last week, Google Search and Ads teams announced two new speed initiatives to help improve user-experience on the web. Both efforts recommend that site owners and developers pay attention to user-centric performance metrics and use tools such as Lighthouse and PageSpeed Insights, and real-world field data (e.g. see Chrome User Experience Report) to diagnose and improve user experiences.

Speed is now used as a ranking factor for mobile searches.

The 1-10 mobile speed score (10 being the fastest) is based on real-world user experience data , taking into account many factors including the relationship between page speed and potential conversion rates. This score lets you quickly see which landing pages on mobile are providing a fast experience on mobile and which need some work.

If you're a developer working on a site, now is a good time to evaluate your performance using our speed tools. Think about how performance affects the user experience of your pages and consider measuring a variety of real-world user-centric performance metrics.

Looking for tools and tips on which tools and metrics to use, or how to evaluate and make a business case for performance? Check out our How to Think about Speed Tools guide for a hands-on overview. Or, if you're looking for a fast-by-default framework for you pages, take a look at AMP.

Advertising and speed go hand in hand, with faster landing pages delivering better ROI. Last week, at Google Marketing Live, the Ads team introduced the new mobile speed score.

When real users have a slow experience on mobile, they're much less likely to find what they are looking for or purchase from you in the future. For many sites this equates to a huge missed opportunity, especially when more than half of visits are abandoned if a mobile page takes over 3 seconds to load.

You should also implement Parallel tracking, which will soon (October 30th, 2018) become mandatory for all Ads accounts. This enhancement helps load landing pages more quickly, which can reduce lost visits. Parallel tracking sends customers directly from your ad to your final URL while click measurement happens in the background using the browser's navigator.sendBeacon() method.

To help discuss and prioritize speed in your organization, we've made available tools like the Speed Scorecard, allowing you to compare mobile site-speed to your peers, and the Impact Calculator, a tool for estimating the revenue impact investing in speed could have on your mobile site.

The Mobile Speed Score for ads landing pages.

To evaluate performance, check:

Looking for tools and tips on which tools and metrics to use, or how to evaluate and make a business case for performance? Check out our "How to Think about Speed Tools" guide for a hands-on overview.

Users want to find answers to their questions quickly and data shows that people really care about how quickly their pages load. The Search team announced speed would be a ranking signal for desktop searches in 2010 and as of this month (July 2018), page speed will be a ranking factor for mobile searches too.

Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License, and code samples are licensed under the Apache 2.0 License. For details, see the Google Developers Site Policies. Java is a registered trademark of Oracle and/or its affiliates.

Speed is now a landing page factor for Google Search and Ads.

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