Page Speed equals better ranking?

03/09/2018, 16:26
Search engine optimisation is way more than just using adapted keywords, descriptions, titles or even readable URLs. As written in a previous post about SSL certificates in Chrome browsers, HTTPS connections, similar to page speed, are factors which probably aren’t that obvious to take into consideration when optimising websites for search engines.

In the first few seconds, the visitor decides if they want to stay on the website – as described by the Nielsen Norman Group. In the first 10 – 20 seconds this decision is already made and if your value proposition isn’t clearly communicated or isn’t even visible as your page is still loading the user may leave. On top of that, mobile users usually have a slower internet connection: some of them may use a WiFi connection or even have access to LTE / 4G, but others are trying to open your website with a UMTS, EDGE or even GPRS connection which is way slower – so either the page loads fast enough or the user will leave before the website has even loaded.

To optimize the loading time, external files such as images, JavaScript and CSS files should be compressed, by minifying the content and/or compressing through gzip for example. Images should as well be shown in an adapted size: displaying a 4k image on mobile devices requires way more loading time and won’t provide any advantages for the user. External files which aren’t needed “above the fold” (before you scroll the page), should be loaded at the end of the page to improve the loading time of your page content. 
However, page speed optimisation starts even before you create, upload or manage your website:
Choosing the right server, which isn’t shared between multiple customers of your hosting provider, does improve the latency and speed of your website as well – even though they might be more expensive than a shared webspace. 

Google provides it’s own PageSpeed Insights to check your website’s loading times on mobile and desktop. Since July 2018 with Google’s “Speed Update”, they actively start to consider page speed for mobile search results, but they already started in 2010 to use the site speed for web search ranking.

Read more about website and search engine optimization:
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