How Does Site Speed Influence SEO?

The speed of your website is an extremely important factor to consider for your business. It could be the difference between somebody navigating through multiple pages on your site or leaving before it has even loaded. It’s even important in terms of SEO; so much so that Google came out with its own Speed Update. Here are some ways that site speed can affect your business and its SEO ranking.

User Experience

It’s no secret that a fast website is more appealing to users than a slow one. Generally, users expect a site to load in 3 seconds or less. If your site loads significantly slower, users will likely lose patience and exit your website, ultimately resulting in a decrease in website traffic and a loss of revenue for your business. On the other hand, faster site speeds will have lower bounce rates – the rate in which users navigate off your site after viewing just one page – and have higher conversion rates.

Site Speed Influences Crawling

There are various factors that influence where your site will rank on a Google Search Results Page. Google bots are bots that crawl every page of your website, including the content and links included in each page. This information is indexed so it can show up as a result of a user’s search query. So, where does site speed come in? If your site speed is fast, bots will crawl your site more frequently and be able to index new pages quicker, making the content on your site more likely to be found on a Google Search Results Page. This, in turn, affects your SEO ranking.

Site Speed is a Ranking Factor

Google released a new ranking algorithm in 2018 called the “Speed Update.” This update confirmed the idea that a fast site helps you to rank better on Google. The update specifically mentions that slower sites would feel the biggest hit, with their search rankings worsening as a result of slow loading pages. And, with today’s technology and the majority of users browsing on mobile, the update will also emphasize mobile page speed.

Experts recommend using site speed tools such as PageSpeed Insights to test your site’s speed on desktop and on mobile. However, keep in mind that users experience your site in different ways due to their internet connection, browser, and service provider, so be sure to factor that in when interpreting your results.

For tips on how to improve your site speed, read our recent blog here. If you’ve tried these methods and your website speed still isn’t improving, contact the professionals at Boston Web Marketing. We are able to help improve your site’s speed and use various SEO tactics to get your website ranking higher on Google.

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