How Page Speed Influences Your Page Ranking

Posted by Helen on Tuesday April 4th, 2017.

If it takes ages to get your site to load, think again.

Think of all the opportunities you have missed while waiting. They include an embarrassing penalty handed over to you by Google, who in 2010 had decided to include Page Speed as a ranking signal. So how does Page speed influence SEO of your website?

How?

It all boils down to a very basic human trait called patience. Would you be waiting for a service forever, when there are similar such services available? You won’t. Right? True for a visitor, making an attempt to visit your website. The longer it takes to load that page, the thinner does the interest become.

Now, what slows your site down? There are quite a few factors which act as a spoilsport.They are:

  • Too many ads running at the same time
  • Heavy images
  • Slow Hosting
  • Widgets and most of them, not a necessity
  • Dense, clunky code
  • Media and that includes videos et al

Of course, all these factors can be done away with and the site optimised.

It is very important to remember that a faster page leads to greater user satisfaction and today’s fast moving world, a lagging page spells doom for its creator. It all basically boils down to user experience, the only key to greater site footfall and higher ranking. It works as a wheel where one spoke is attached to the other.

Also, a quicker page speed will mean that visitors can quickly browse through your website and take the necessary actions. For example, for E-commerce sites, a faster website would mean greater traffic as transactions will take place that much quicker.

In a tech survey, a popular UK supermarket found that their page was the fastest loading one among the other retail sites. They went ahead with increasing the loading speed further. The result was phenomenal:

  • Every 1s of improvement in page speed led to an increase of 2% increase in conversions
  • Every 100ms of improvement led to an incremental revenue generation which increased by 1%

Now all these factors automatically lead to a greater SEO ranking because of greater user experience and footfalls. Slower page speeds actually eat into the allocated crawl budget of search engines thereby allowing fewer crawls. As a result, the only thing that gets hit is the ranking and everything rolls downhill there onwards.