Site Speed

Site speed relates to how fast a site is able to load the content and resources contained on it. Speed affects a user’s experience of the website while also impacting how efficiently search engines are able to identify, crawl and index content. Our Hangout Notes will help you understand the importance of having a fast site, along with advice to improve site speed. To learn more about the most important considerations around this topic, make sure you read our Ultimate Guide to Site Speed & Performance.

Caching Does Not Help with Rankings

June 27, 2017 Source

CDN caching systems are not a direct ranking factor but it can improve ranking indirectly by improving user engagement. The Page Speed Insights tool may not report the impact of a CDN.

Balance Content and Functionality With Site Speed

June 16, 2017 Source

It’s a mistake to remove content and functionality to improve page speed. They both need to be balanced to provide the overall best experience.

Rankings are Not Affected by Page Load Times Within the Normal Range

May 16, 2017 Source

Pages which take minutes to load might not be shown in search, but otherwise there is no page speed penalty that would affect pages with a normal load time. Google is recommending a mobile page load time within 1 second but say 2-3 seconds is well above average.

Page Load Penalty Only Affects Extremely Slow Pages

April 7, 2017 Source

Google only penalises pages which are extremely slow, taking minutes to load. Pages up to 30 seconds won’t be affected.

Mobile Page Speed Will Eventually Affect Mobile-First Rankings

March 24, 2017 Source

Mobile page speed will be incorporated into mobile-first rankings ‘at some point’.

Increase Crawl Budget by Increasing Server Capacity

January 27, 2017 Source

You can help to increase your crawl budget by making sure it doesn’t return server errors when Google crawls.

Page Speed Does Not Affect Mobile Rankings

December 27, 2016 Source

Google doesn’t currently use page speed to affect mobile rankings but they are considering it.

Very Slow Performance Affects Rankings

February 6, 2016 Source

Google only differentiates sites which are very slow and take ‘forever’ to load. However small differences in speed can impact user engagement, which can have an indirect impact on rankings.

Fetch Time Impacts Crawl Rate

October 16, 2015 Source

Google recommends a page fetch time of less than 1 second, as sites which respond more quickly will get a higher crawl rate. This won’t directly help you rank better but might help get you ranked more quickly.

Related Topics

Internal Search User Experience Pagination