Effect of page speed on Search Engine Optimization SEO
In July 2018, page speed in the mobile area, analogous to desktop, has also become a ranking factor. In the first momentum, however, only significantly above-average slow sides will be affected. Later, the evaluation criteria can also become more granular.
Of course, the page speed factor will only be of minor importance compared to influential giants like content and links. This means that pages with good content will tend to rank better even if the page load is longer than fast pages with mediocre content. i4consulting is a Content Marketing Services Agency in USA, UK, Singapore, Australia. Digital Marketing Services like SEO Content, SEM, SMO, Social Media With Blockchain and email.
But since SEO does not work according to the either-or-principle, ideally we want to deliver top-processed pages as fast as lightning content.
This dreamed ideal case does not exist as a rule. The IT does not sit around doing nothing, waiting to process SEOor Page Speed tickets.
So why should you do page-speed optimizations at all and take up a lot of time and resources?
“Just because Google announces Page Speed as a mobile ranking factor, it’s still not important.”
“Page Speed only has a very small impact on the ranking.”
“Page Speed is a UX and conversion topic, but it has nothing to do with SEO.”
All of these statements may, in a way, remain true for a while and with the help of small page-speed hacks, it’s unlikely that you’ll be able to significantly improve your ranking positions. But it is also true: A good SEO reporting should not stop in the rankings.
SEO is a great tool to get users on their own page in a sustainable and affordable way compared to other marketing channels. A particularly nice aspect of SEO is that this is a so-called pull channel and helps the website to improve and align itself to the wishes and needs of the target group specific users. So what good is a high ranking position and a lot of organic traffic, if the search intention of the user is not met at the end precisely because it stares at a white page or jumps back to the search results?
Keep in mind that the use of search engines via mobile devices is steadily increasing. The global number of mobile searches since 2015 is higher than that of desktop searches. In India, we currently have a distribution of 45% mobile searches and 55% desktop searches
Already after a second the attention suffers
There are several studies, including Google itself, that show how user attention and bounce rate are changing with increasing load time.
The most important findings at a glance:
- For up to a second you can hold the attention of the mobile user.
- From one second, the focus suffers, and the user switches to another app, another tab or leaves the page altogether.
- After 1 to 3 seconds, the probability that the user “bounced” by 32% increases.
- After 1 to 5 second, the probability that the user bounced by 90% increases.
- Since the frustration with such an experience is quite high, many users do not want to return to this page later.
Pages that resolve for more than 2 seconds are less likely to be crawled
The crawl process is enormously resource and cost intensive for Google. Like any other company, Google is obviously keen to use the resources they have as efficiently as possible.
Because of this, URLs that take longer than 2 seconds to resolve are less likely to be crawled than faster pages. Since a 2 second time frame for resolving the URL alone is already very large, most likely only a few pages will be affected by this case.
However, this aspect can have a negative impact on SEO efforts. For example, if it concerns enormously large Internet presences or important and for SEO relevant sides are crawled not sufficiently frequently.
The SEO success does not end with a good ranking position, but with the fact that the user gets really delivered, what he was looking for – only then is his search intention actually satisfied. This should of course, apply to all search queries and thus also to queries on mobile devices in the subway or within a slow 3G network.
Nevertheless, Page Speed is still a relatively low ranking factor and resources for implementing page speed measures are usually scarce. For this reason, you should plan smart and prioritize and try to achieve the greatest possible impact with little effort.