Page speed is becoming more important than ever when it comes to your SEO. The slower your site, the more likely you are to slip down the rankings. Here are our three top reasons for keeping your site nice and swift.
Before we dive into it, you may be wondering about the difference between ‘page’ speed and ‘site’ speed. The two are often used interchangeably, but site speed is actually the page speed for a sampling of multiple pages across your website. Page speed is what’s most commonly measured though, especially via Google’s PageSpeed Insights tool.
So, why do you need a quick-loading website to appear higher on the search engine results pages (SERPs)?
1) It’s a ranking factor
Page speed is officially a ranking factor on Google, and it’s only becoming more of a factor as time goes on. Page speed is a central part of Google’s Core Web Vitals initiative, which we’ve talked about before – essentially, the quicker your page loads and the more stable your website, the more likely users can get to the good stuff. This makes Google trust your site more, so it’s going to show it higher on the SERP.
2) Get indexed on search engines quicker
The added bonus of this as well is that the faster your site is, the faster a search engine can rank it. Search engine crawlers have a finite amount of resource, so the quicker your site loads, the more they can get through at any one time. This means keeping things like your CSS, JavaScript, image size and page structure nice and lean to make links easy for crawlers to find.
3) Lower bounce rates, higher conversion rates
And finally, this reason’s pretty obvious – the quicker your site loads, the less likely people are to jump off it. Research shows that users will give your site just three seconds of their time to load before they’ll jump off to look at another result, so it’s vital to have a quick site to keep them on board. Predictably, faster sites have also been shown to have higher conversion rates, so if you want to increase sales or get better leads, you need to improve your page speed.
If your pages are loading at a snail’s pace but you can’t figure out why, have a chat to us. Our digital experts can conduct a full SEO audit, looking at both on-page and technical factors to determine where your site’s falling down and what you can do to improve. Contact us today to find out more.
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