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Does Website Speed Matter For SEO?

August 30, 2021 - Fifteen

Numerous website owners are so focused on what they believe people want that they overlook the fundamentals of what makes the internet so successful – website speed. While some business owners create sophisticated user interfaces (UIs) with enormous graphical elements, presentations, and music, their clients abandon their sites due to slow loading times. Allow this not to happen to you.

Google has also made it obvious that they are obsessed with speed for every product on the web. Matt Cutts (Google’s former head of webspam) has revealed publicly that Google views quick page load speeds as a good ranking criterion.

However, Google has underlined those website owners should not sacrifice their content’s quality or relevance to speed up web pages.

Thus, teams must ensure that web pages load quickly enough for websites to rank well on Google. Increased rankings result in an increase in organic traffic, which is critical for businesses.

Optimization of Web Page Speed

Optimization of a website’s page speed should be a top concern for any website owner. Your site’s speed significantly impacts its SEO (search engine optimization) and bounce rate. Bounce rates are derived by dividing the number of zero-second-long single-page sessions on your website by the total number of page sessions. As you can see, a large percentage of zero-second page visits indicates that visitors are not waiting for your site to load completely before leaving.

Google provides a PageSpeed Insights service that helps you examine how your website’s page optimizing speed compares to the industry standard. It makes no difference what other tools (such as those offered by your web server) suggest, as these are the results that affect how Google calculates page rank for SEO purposes.

Optimization of the page’s load time

To optimize the speed of your page’s load, you should consider the following factors:

  • Images that are not optimized
  • File sizing reduction
  • The effectiveness of the web host
  • The utilization of applications, such as Flash
  • Excessively complex themes and designs
  • Embedded media, such as videos that have been extracted from another website
  • Heavy reliance on widgets

All the above can harm the speed of your page, particularly embedded media and unoptimized photos. Where you host, your website is also significant, as not all hosts are made equal. Cheap web hosting might be costly in terms of performance.

Optimization of Mobile Page Speed

Since many individuals use their phones primarily for web browsing, mobile page optimization is critical. Bear in mind that mobile pages are treated distinctly from desktop pages when it comes to SEO rankings. Mobile pages on your site do not inherit the main site’s SEO rating automatically. Those searching on mobile devices have their page rank determined separately from users searching on desktop computers, based on the mobile page speed of the site rather than the main website’s page speed.

This means that website owners must pay just as much (if not more) attention to the speed of their mobile site as mobile search usage continues to expand exponentially, consumer demand for information at the blink of an eye increases as well. Searchers expect rapid gratification, and your mobile website’s pages must be optimized to meet that expectation.

These mobile optimization criteria are not new. Google implemented mobile responsiveness penalties in 2016, yet many businesses have continued to overlook this critical aspect of SEO. All of the aspects described above are equally vital for your site’s mobile version as they are for the desktop version. Indeed, modifying the theme or appearance of your mobile site may be critical to its performance improvement.

Test for Page Speed Optimization

The only page performance optimization test that matters is Google’s PageSpeed Insights. On this test, you want all your pages to be green. The good news is that Google will explain why your pages perform poorly on this test, but it will offer no guidance on improving performance.

Google’s goal is to provide the best possible user experience to searchers. This entails giving accurate and timely information. However, the internet behemoth understands that visitors are unlikely to wait for a website to load. Getting anything loaded for the user to look at while the remainder of the page loads can be critical.

Reasons Why Website Speed Is Critical?

Website speed contributes to a visitor’s first impression of a website and business. By adding multiple features, information, and functionalities, developers and testers aim to make a website aesthetically pleasant and functional. However, if these features or the material are not optimized properly, the web site’s speed may suffer.

The speed with which a website loads is critical for any visitor. 47% of consumers, according to the study, do not wait more than two seconds for a web page to load.

Speed is critical to the customer experience, even more so for e-commerce websites, since each second of delay may cost them millions. This article discusses three reasons why website performance is critical and why website speed optimization is critical.

Fast page load delivers an exceptional user experience

As previously said, when a customer or visitor first visits a website, they expect it to load quickly (within 3 seconds). Remember that initial impression are critical for firms operating online. On the web, speed has a significant impact on how viewers perceive a company.

It is a natural human propensity to view a speedier website as more trustworthy and competent. On the other hand, a slow website is most frustrating for users. Most users immediately leave and choose to browse other, faster websites that fit their needs. Reversing a poor impression can be quite difficult.

Additionally, according to Kissmetrics research, 40% of consumers quit a website completely if it takes more than three seconds to load. Thus, to provide an exceptional user experience to first-time visitors, a website should quickly load every time it is opened.

Conversions are affected by speed.

Bear in mind that Google penalizes websites that take an excessive amount of time to load. More significantly, clients or visitors will cease visiting such sites or may bounce if pages take an excessive amount of time to render. As a result, potential customers and income are lost.

This is particularly true for e-commerce websites. A one-second delay results in a 7% decrease in conversion. For instance, if an e-commerce site earns $50,000 per day, a one-second delay may result in almost $1.28 million in lost revenue each year.

A quick website is a non-negotiable requirement for businesses to be successful online. A fast-loading website provides a favourable user experience and contributes to the establishment of a lasting positive impression with clients. As a result, maximizing page load speed is critical for any website developer or tester. Read more on Google lighthouse speed here.

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