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Why is website speed so important?


Website speed has been a hot topic within the world of SEO for years.  Many have debated how important it actually is to a website’s success and the simple answer is very important.

The reason why website speed is so important boils down to two crucial points.  Google and customer experience, without either of these two components your website will be lacking the clout to generate rankings and therefore users.



Google rankings

Google has previously indicated that website speed (and consequently page speed) is one of the signals used by its algorithm to rank pages in its search results.  Previous research also suggests that Google might be measuring time to first byte specifically to consider page speed and therefore website speed and subsequent ranking.

Essentially the slower your website is to load, the less likely it is to rank well in search and without Google indexation and rankings your website will struggle to attract any users.

It’s essential that you make sure your website load speed is as rapid as it possibly can be to ensure that your website is not penalised and ranked lower by Google.



Customer experience

A website that takes seconds to load is considered slow running and in Google’s eyes hinders a positive user experience.

Think of it this way, how many times have you clicked on a website URL and bounced before the webpage has loaded because it was taking too long?  It’s the nature of browsing online, people are impatient and want results immediately.

There is fierce competition online and if another website is going to load quicker, which do you think would rank better?

Google’s rationale behind this is all based on enriching the user’s customer journey. If Google’s algorithm can detect that streams of people are bouncing from a website within seconds then Google understands that something isn’t quite right with the usability of the website, therefore it is ranked lower in the search results.

In order to climb the rankings and generate website visitors you must ensure that your website is quick to load so that it’s user friendly and the perfect platform for the ultimate customer experience.

We will be posting some practical tips on how to speed up your website in a future article so stay tuned.

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