Recently, Google made an important announcement affecting search engine optimization efforts everywhere—they will now include site speed as an official factor in their algorithm. To determine the significance of page load times for search users, Google intentionally slowed down search results page load times by 100-400 milliseconds and found that it had a “measurable impact on the number of searches per user of -0.2 to -0.6%.”¹ This demonstrates the importance of page load times for users. We all appreciate a fast site, but why should you take note of this new development?

Google’s algorithm uses 200 different factors to determine a site’s rank in search results, and specifically, its PageRank. PageRank is a proprietary ranking system used by Google to determine the importance or significance of a website, based mostly on the value of linkbacks to that website or page. Sites are ranked on a scale of 1-10, with 10 being the highest attainable PageRank. To stay competitive, sites are encouraged to garner valuable linkbacks to continually improve PageRank, and thus authority and rankings in search results.

However, site load time doesn’t only affect PageRank. It also affects rankings in search engine results for specific terms and keywords.  As we’ve mentioned in previous posts, the ultimate goal of search engine optimization, and the inherent focus of these efforts (shaped often by engines such as Google), is to improve the user experience. While those operating websites should definitely take a closer look at load times to stay competitive in the realm of SEO, they should also continue to focus on quality, relevancy, and making changes that enhance the user experience. Fewer than 1% of search queries will be impacted by this recent change in Google’s algorithm, and as Matt Cutts, Google employee notes, “Quality should still be the first and foremost concern [for site owners].”²

We encourage you to take a closer look at your site load times, but as Google recommends, to continue placing your SEO emphasis on the experience your users have when searching for terms relevant to your site and in the navigation of your site itself.

¹: www.searchengineland.com
²: Ibid