To be successful, you need a fast website that loads quickly on both desktop and mobile devices. Search engines prefer sites that load quickly and consider page speed a significant ranking signal. In July of 2018, Google announced a new ranking algorithm for speed for mobile searches.
You want to avoid something called pogo sticking which is closely related to bounce rates. Pogo sticking is when a user visits multiple search results to find what they’re looking for. Let’s say you click on the first result but it doesn’t load fast enough. You immediately return to the search results and try the next search result.
This quickly creates higher bounce rates and lowers the average time on a page. This tells Google and other search engines that you weren’t happy with the first result or maybe even the second or third. As a result, this could affect the rankings of web pages and your bottom line. As page load time goes from one second to 10 seconds, the probability of a mobile site visitor bouncing increases 123%.
You can help improve your page speed by focusing on specific page attributes that can decrease the load time of a specific page on your website. Here are some aspects of your website you can review:
- If you have images on your site, make sure they are optimized to the proper size
- Check for the number of plugins you use and which ones that aren’t being used
- Using a good content delivery network (CDN)
Site speed is just as important as page speed. It refers to the loading speed as users move from page to page. Google has also indicated that site speed is one of the signals used in their search rankings. Site speed is about rendering, pre-rendering and seamlessly guiding people through the various important paths and funnels you define with your site. According to Google, as the number of elements — text, titles, images — on a page goes from 400 to 6,000, the probability of conversion drops 95%.