Why Site Load Speed Matters for SEO

Why Site Load Speed Matters for SEO

The page speed of your website is more crucial than ever in 2024.

Fast loading webpages are vital since they impact everything, including your conversion rate and website ranking.

We’ll cover what you need to know in this tutorial, including:

What is page speed?

The speed at which a page loads on your website is known as page load speed. However, it’s a bit of a catch-all term that really refers to the overall speed of your website.

The various components that comprise a page speed measurement are broken down below. There are several methods used to calculate page speed.

Time to first byte (TTFB)

This is how long it takes for your page’s very first byte of data to load. Generally speaking, it’s a reliable indicator of how quickly the server loads.

Time to interactive (TTI)

TTI examines how long it takes for the interactive features on a page to load. This is a useful method for determining whether javascript is slowing down your website.

First contentful paint (FCP)

This really strange expression actually describes how long it takes for your website’s first piece of content to load. Text, a picture (even a background image), or SVG might be that.

Load time

The time it takes for a page and all of its components to fully load is called the load time.

Mobile first

Although it’s not technically a page speed measurement, mobile first is a crucial factor in determining how long it takes for your website to load. This implies that the tool is evaluating your website’s speed based on its mobile version rather than its desktop version.

This is due to the fact that speed becomes much more important while utilizing a mobile device, and this is where the fundamentals of page speed optimization are sometimes neglected.

Why is page speed important for SEO?

Since optimizing page speed enhances user experience, conversion rate, and rankings, it’s arguably the simplest of SEO criteria.

Why Site Load Speed Matters for SEO
Why Site Load Speed Matters for SEO

It’s a unique instance of an SEO tactic that benefits everyone equally!

Site speed and SEO

Page and site speed now play a crucial role in how search engines rank your pages when it comes to SEO.

This is due to Google’s desire to avoid providing results that irritate people by loading slowly. With their results, they aim to display the websites that are most appropriate and relevant.

Page loading speed and UX

Search engines include website speed into their ranking algorithms since they believe it to be a significant element based on user experience.

Everyone on the internet knows that people’s attention spans are no longer than a few of seconds. Therefore, odds are good that most of your visitors won’t bother to wait around for your webpage if it takes more than three seconds to load.

To wait that long, you have to be very interested in that content.

Search engines want to promote faster websites above slower ones with higher bounce rates because they provide a better user experience.

Website speed and CRO

Conversion rate optimization is the final major advantage of website quickness.

Because you’re not losing users who are waiting for your website to load, increasing page speed frequently has a significant positive impact on CRO.

Therefore, increasing the speed of your page will help you rank higher, provide a better user experience, and increase the likelihood that you will receive that crucial transaction.

Also Read: Overcoming Content Duplication Issues

What is the ideal page speed for SEO?

The majority of individuals would agree that a good loading time is two seconds or less. The answer to this question really depends on the kind of page you have and how you’re evaluating page speed, so it’s not that easy to answer.

Why Site Load Speed Matters for SEO
Why Site Load Speed Matters for SEO

It’s important to keep in mind that users can access and utilize your website without necessarily waiting for the entire page to load. Sometimes, what matters most is the time it takes for the first content to load (FCP) or the time it takes to become interactive (TTI).

What is the average page load speed?

In practical terms, the amount of variance in page loading times amongst websites is so great that averaging page speed is probably not a useful metric.

This is one instance where focusing on your own objectives and best practices is preferable to comparing yourself to other websites.

It is advisable to concentrate on attaining a loading speed of two seconds or less for FCP (first content loading time) and/or TTI (time it takes for a user to interact with the website).

Why is my website slow?

Although there are many possible causes for a slow-loading website, the following are some of the most prevalent ones along with solutions.

Website speed and code overhead

Code bloat, also known as code overhead, is a significant cause of website slowdown, especially when utilizing a platform like WordPress.

Using an off-the-shelf content management system (CMS) means that it comes with a lot of code that isn’t actually relevant to you or your website, and that code might cause significant load times.

Page speed and assets

The assets on your website—such as pictures and videos—also frequently affect how quickly pages load.

Many use their highest resolution photograph when adding it to their website because they believe it will be of the highest quality.

That is accurate in a sense, however in order to ensure a speedy load time, you should minimize the file size in addition to starting with the greatest quality image possible.

How your server affects page speed

Having a slow server is one extremely prevalent cause of loading speed issues. Furthermore, a slow time to first byte is a major sign that your hosting service is subpar.

No matter how efficient your files are, your user will still see them as slow if your server is unable to transmit them promptly.

People frequently choose the lowest hosting option available because they don’t think it’s a good investment, but by doing so, they frequently undermine the security and speed of their website.

How to check your page speed

While there are many tools available for page speed measurement, Google PageSpeed Insights is one of the best (and free!) options.

Why Site Load Speed Matters for SEO
Why Site Load Speed Matters for SEO

It makes sense to use Google’s own tool to evaluate the performance of your website, as their examination of its speed will influence its ranking.

In addition to providing you with loading speed scores, PageSpeed Insights shows you which aspects of your website are causing loading delays and how to fix them.

Try pairing it with the Experte Bulk Page Speed Test for further insights. This free bulk page speed analyzer gives you information on the performance of each individual page on your website, including TTFB, FCP, and other metrics.

How to optimise website speed

You can increase the loading speed of your website in a variety of ways. Since they tackle some of the most significant and frequent problems that cause your webpages to load slowly, these page speed optimization techniques are typically the greatest place to start.

Get a good host

As we’ve already covered, you won’t gain from having a website that is designed and optimized to load extremely quickly if it is hosted on a slow server. So, it’s essential to select the finest web hosting provider for your requirements.

It might be worth taking into account the location of your hosting provider’s servers. Since the majority of your clients are in the UK, storing your files on US servers means that their requests will have to travel thousands of miles before they can access the files on your website.

Naturally, the request is proceeding at a breakneck speed, but the farther it needs to travel, the longer it takes. Therefore, having your servers in the same nation as your audience is usually the best option.

Static site generation

WordPress and other similar platforms are well known for their slow plugins, bloated code, and loading speed issues.

Nevertheless, there are ways to get around these problems and still take advantage of the platform’s strength and adaptability, such creating static websites.

A complete static HTML version of your website is produced by static site generation, independent of your content management system. This implies that a user is using the static HTML on your website instead of loading the whole content management system and all of its code.

You receive all the advantages of a feature-rich content management system (CMS) without the bloat or sluggish loading times that sometimes accompany it when you make changes through your CMS and push those changes through to the static website.

Reduce image and file sizes

When it comes to page speed, images are generally the worst offenders. Making sure you’re using responsive photos is one easy adjustment you can make. This indicates that loading a desktop-sized image for your mobile website won’t take up unnecessary time on your website.

One more crucial thing to do is to minimize the file sizes on your website. Numerous excellent image compression programs, like TinyPNG, are available to help you minimize the size of your files and photos without sacrificing quality.

Convert images to WebP

Using WebP format instead of jpg, png, or gif is another technique to increase the speed at which your images load. Without sacrificing image quality, this format loads far more quickly. Remember that not all older browsers support WebP, so you may need to revert to a more conventional format.

Why Site Load Speed Matters for SEO
Why Site Load Speed Matters for SEO


A browser that uses caching stores a portion of your webpage so that you don’t have to refresh the whole thing every time you visit it.

This is really easy to implement and can significantly speed up your website. There is even a WordPress plugin that handles everything for you if your website runs on WordPress.

Minified code

A fast website is often influenced by code bloat or code overhead, thus if you want a good page speed, you must ensure that your code has been minified.

Naturally, this might be considerably more challenging if you’re using off-the-shelf software or platforms, so if you truly want to keep your coding as simple as possible, you might want to think about starting with a custom website.

Simplify redirects

Websites that have been operational for some time are more likely to experience this issue, particularly if they have undergone a few redesigns.

Redirects are frequently necessary when making structural changes to your website in order to guarantee that users accessing outdated URLs are still taken to the correct pages.

However, it’s typical to have numerous redirects, loops, or chains if you’ve made multiple structural changes to your website. Each of these causes your website to load more slowly when users navigate across URLs in order to arrive at their final landing page.

Simplifying your redirects can help you transfer users to the right page more quickly and eliminate pointless steps. It’s a smart move for speed and SEO in general because it also makes it easier for Google to crawl your website.

Content Delivery Network (CDN)

A content delivery network, or CDN, keeps a cached copy of your website, or portions of it, on servers situated across the globe. This implies that the files can be promptly recovered from a nearby server, saving a request from having to travel hundreds of kilometers in order to access them and load a page.

If you have a big, complicated website with lots of pages and data, or if you get a lot of traffic to your website, CDNs can be quite helpful.


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