The Importance of PageSpeed: Does It Really Matter for SEO?

Discover if and how PageSpeed can impact your site’s SEO performance.

In the ever-evolving world of search engine optimization (SEO), one question frequently arises: “Does Google PageSpeed matter?” Improving PageSpeed requires significant development effort and a pretty thorough understanding of the technical side of webpages. While it’s true that PageSpeed impacts SEO and user experience, the question is how much and is it enough to make the investment worthwhile? The short answer: it depends. 

What Google Says About PageSpeed

Google has repeatedly underscored the importance of page speed and fast, responsive web pages. While it is not the most important ranking factor, it is certainly something Google considers when choosing which pages to show at the top of page one. 

According to Google, page speed has been a ranking factor — particularly on mobile — since 2018. Fast-loading pages are crucial for delivering a good user experience. On average, pages should take around 1-2 seconds to load. But bounce rate can increase 32% even when making the jump from 1 second to 3 seconds.

Luckily, Google has given us the tools to help keep site speed in check. PageSpeed Insights, a tool provided by Google, evaluates a page’s performance and provides recommendations for improvements. 

Does Google Use PageSpeed as a Ranking Factor?

Yes, page speed impacts ranking. Since 2010, Google has confirmed that site speed is a factor in desktop searches, and in 2018, this was extended to mobile searches. Google’s algorithms take into account various speed metrics, such as Time to First Byte (TTFB) and Largest Contentful Paint (LCP), rather than the PageSpeed Insights score itself.

But does Google care if your site has a perfect 100 on the PageSpeed Insights tool? No. This tool exists to help us understand a site’s potential page speed issues by providing specific — and usually very technical — action items to improve your site’s performance. But your site’s PageSpeed performance score is not a ranking factor. Google is not running your site through the PageSpeed tool and ranking your web pages based on your performance score — which is why we can say that PageSpeed doesn’t directly influence ranking.

PageSpeed’s Impact on User Experience and SEO

Your performance score might not be a ranking factor. But PageSpeed is a great way to measure user experience, which does directly affect SEO. Here’s how:

1. Bounce Rate: Slow-loading pages lead to higher bounce rates. Users are more likely to abandon a site if it takes too long to load, which can signal to search engines that the page is not providing a good user experience.
2. Engagement: Fast pages encourage users to stay longer and engage more with the content. Higher engagement rates can lead to better rankings over time.
3. Conversions: Faster sites typically see higher conversion rates. Users who experience seamless browsing are more likely to complete desired actions, such as making a purchase or filling out a form.

But don’t take our word for it. Various studies underline the importance of PageSpeed. For instance, a study by Akamai revealed that a 100-millisecond delay in website load time can hurt conversion rates by 7%. Moreover, Google’s own research indicates that as page load time goes from one second to ten seconds, the probability of a mobile site visitor bouncing increases by 123%.

GPO’s Comprehensive SEO Consulting Services

Improving PageSpeed can indeed require substantial technical work, but the benefits can far outweigh the effort. At GPO, we understand the intricacies of PageSpeed and its impact on SEO. Our comprehensive SEO consulting services include:

• Detailed PageSpeed recommendations tailored to your site’s specific needs.
• Content optimization to enhance user engagement and reduce bounce rates.
• Technical SEO audits to identify and fix performance bottlenecks.

From PageSpeed recommendations to content optimization, GPO has you covered on all things SEO. Talk with our experts today to learn how our SEO consulting services and content offerings can bring your site high-quality traffic from search.

PageSpeed Matters.

So, does PageSpeed matter? Absolutely. While the PageSpeed Insights score itself might not be a direct ranking factor, the elements it measures are crucial for both user experience and SEO performance. By focusing on PageSpeed improvements, you can enhance user satisfaction, reduce bounce rates, and ultimately improve your site’s search rankings.