As part of an ongoing user experience crusade that has also included the introduction of AMP, Google now has rolled out its speed update for all users.
Improving your website speed is something you should invest in regardless of SEO - Google's own data shows that a 3 second load time increases bounce rates by 32% (compared to a 1 second load time) and a 5 second load time can increase your bounce rates by 90%; and don 't forget, every bounce represents a lost potential customer.
The bounce rate can also afmaking natural search rankings by itself
If Google sees it the most of a page 's visitors return directly to the search results, then it does not consider this page to provide a good user experience .
Google sees a bounce as negative for their own user experience and drew a clear line in 2010 in the sand for site owners presenting site speed as a direct ranking factor . In 2010, this was a computer-only search update. At the time, Google said that only 1% of search queries would be affected and that they would only appear for English searches on Google .com.
Earlier this year, Google introduced site speed as a
Google has again stated that the update will only affect a small percentage of queries, but without specific indication of the percentages. Usually vague and frustrating advice from Google that creates more questions than answers, but here are some helpful tips to see how Google updating the speed affects you .
Updating the speed will only affect the slower pages.
Or to be more precise, "it will only affect pages that provide the slowest experience for users".
This update This is no way to improve the ranking of pages that are already well optimized for speed. You are unlikely to gain additional visibility by reducing your load times by a few hundred milliseconds.nt.
It also means that you should be very worried if you have pages with poor load times, especially if they have consistently received high organic traffic.
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But how slow is the slowness?
Post from Google about updating the speed does not explicitly state what they consider slow, but their test tools may offer some clues.
PageSpeed Insights considers a page load to be slow if it takes 3 seconds or more to deliver the first Contentful painting or more than 4.2 seconds to broadcast the DOMContentLoaded event.
I 'recommend treating this as a red line to be avoided.
More red than green should be a cause for concern
The tool It also easily tells you where you stack up against other pages - i If that tells you that your page is in the bottom third, then something needs to be done.
PageSpeed Insights is a great tool, but it only allows you to verify one page at a time and possibly some digital marketers make the mistake of only check their home page - all of your pages must be up to date if you want them to rank.
There are 3 rd party tools available like Pingdom and GTMetrix which allow checking and monitoring the speed of multiple pages but for a price.
If you don't want to use a paid tool, Google Analytics is also very useful. If you are using it, you are probably already familiar with the Site Speed tools it offers. Analytics makes it easy to see which pages are underperforming and also helps you identify important trends in whether things are getting better or worse - rather than seeing a snapshot.
One thing to know with Google Analytics is that,by default it displays the total page load time - that is, the time elapsed since a link was clicked to the page that completed full load - and although that can give you some good information , this is not the metric that I find the most useful.
For more interesting page speed measurements , you need to access the Timings DOM report in the menu of GA site speed, where you can find the average document content load time and the average interactive document time metrics. These metrics tell you more about when the content becomes available to the user - and to put it bluntly - when the page becomes useful. Users are less likely to bounce back if they see progress.
Once you find the pages you are concerned aboutpent, I recommend you test them using PageSpeed Insights, as it tells you what you need to do to speed up the next page.
PageSpeed Insights offers helpful tips
Avoid slow pages
So we've done the easier part and identified the pages that we think might not update quickly. What now?
Often the the simplest and most important gain is image optimization - and if you are a digital marketer who is unfamiliar with coding , then this is something you can do. easily do it yourself without having to take up valuable developer time.
There is a lot to do - and in my experience many are overlooked. The biggest challenge for many developers marketingdigital, especially those on the agency side, may be getting buy-in to use the developers time.
Don't make the mistake of just sending a list of copied and pasted recommendations from Google to your developers and I expect the changes to be made quickly. One tactic that I have found very effective is to create a concise page A document explaining what the problem is, what its potential impact is and a brief for the implementation. This helps separate the issues and prevent them from getting lost on a daily basis.
Don 't forget to keep creating great content
Another useful insight Google gives us about updating speed is "The intent of the search query is always a very strong signal, so a slow page can still rank well if it has quality and relevant content."
Despite thespeed is important, I don't think that should take precedence over ensuring that your site's content strategy is sound. Junk content that loads quickly will still not be rated.
Be careful - if you have powerful content that is already performing well and your site speed is lagging behind, treat it as a threat and sort it out.
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