Caching Does Not Help with Rankings
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
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
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
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
Mobile page speed will be incorporated into mobile-first rankings ‘at some point’.
Increase Crawl Budget by Increasing Server Capacity
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
Google doesn’t currently use page speed to affect mobile rankings but they are considering it.
Very Slow Performance Affects Rankings
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
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.