Google & Page Speed

NetService Page Load SpeedLast year Google officially confirmed that it uses page speed and optimisation in its ranking algorithm. Page speed can also influence your SEO, as search engines will crawl fewer pages if your site is slow in loading. A slow loading site will negatively affect your ranking.

Load time can also have a massive impact on user experience. Slower pages tend to have a higher bounce rate and lower average user time on your site. Research shows that a one second delay in page load time can result in a 7% reduction in conversions.

What Page Speed should you aim for?

Google has mentioned that they expect pages to load in two seconds or less. The most common culprit for slow pages is an abundance of uncompressed content within your sites, such as scripts, images and CSS files.

Page speed refers to the amount of time a page needs to be completely loaded. It depends on many different factors including your host and the website design. Users are less likely to stay on a website that takes ages to load and Google will certainly penalise your website in your rankings. Not to forget, a fast loading website will convert better.

Page Speed matters to your visitors.

While page speed is important to Google and for your rankings, it will also impact your user experience. It is not a secret that a positive user experience often leads to better conversions.

A fast website creates a good user experience in many different ways:

  • if you sell a product, having fast pages will help your visitors quickly understand what you have to offer and complete your order forms.
  • if you generate revenue thanks to advertising on your content, a fast website will ease your visitors to navigate from page to page and will increase your total of page views per user.

Case Study.

Walmart recently found out they were the fastest retail website compared to sites like Amazon or eBay. They decided to increase their speed performances even more and discovered the following results:

  • ‘For every 1 second of improvement, they experienced up to a 2% increase in conversions
  • For every 100 ms of improvement, they grew incremental revenue by up to 1%’ (source)

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