Here’s why site speed optimization should be part of your SEO strategy
Page load speed is all too often an overlooked aspect in many business websites. The common notion is, for as long as you have a reliable and fast internet connection, your page load speeds are good to go; however, this isn’t always the case.
Page speed is the time it takes for the content of your web page to be fully displayed. Your site speed could be affected by a multitude of factors, such as how heavy your site elements are, the file size of your site images, the number of page redirects, and your caching settings.
Whatever the reason is, slow websites affect the overall performance of your website. Here are specific reasons why site speed optimization should be part of your SEO strategy.
1. Organic Search Ranking
Google is obsessed with speed. In an effort to improve user experience, Google has included page load speed in their search ranking algorithms. Accelerated mobile pages (AMPs), in particular, are prioritized in SERPs when search queries are made through a mobile device.
A slow page speed makes it difficult for search engines to crawl your page, and this could affect your indexing. All of this results in low organic search ranking, which would badly hurt your SEO efforts.
2. Revenue and Conversion Rates
Several case studies conducted by prominent businesses have indicated that even a few milliseconds delay could affect business revenue negatively. Amazon found out that a 100-millisecond delay could lead to a drop in revenue by 1% — that’s $745 million a year in lost revenue.
A study conducted by Akamai also revealed that 40% of respondents abandon a site if it takes more than 3 seconds to load. This is often the scenario for eCommerce sites when shoppers experience page load issues and ultimately leave the website, resulting in lower conversion rates.
3. Page Views and Impressions
According to Akamai and Gomez.com, web users typically expect a website to load in 2 seconds or less. More than that timeframe and users will abandon a site, leading to fewer page views and impressions. Another study conducted by Google revealed that a 500-millisecond delay in page load times resulted in a 20% decrease in traffic.
4. Usability and User Experience
A study conducted by Nielsen Norman Group claims that users hate slow websites for purely human reasons: people engage more with a website when they can focus on the content and user experience instead of waiting. Performance equates to user experience, and the slower your page loads, the lesser confidence and trust your customers will have in your site.
In this fast-paced world, page load speed is of the utmost importance. Every second counts when it comes to page load times, and every millisecond of delay could affect your business. To build an effective website, page load speed should be a priority.