Every search engine analyses fixed criteria that determine which ranking the website receives. One of these criteria is the loading speed of the website.
Every search engine analyses fixed criteria that determine which ranking the website receives. One of these criteria is the loading speed of the website. This is the page speed, which has been of particular importance since 2018: because at that time Google defined it as an important ranking factor. This is also the reason why a slow speed can be enormously detrimental to the positioning and thus the existing traffic. How exactly the times are measured, however, is not officially known.
Google remains the number 1 search engine for many users. So it makes perfect sense to take a closer look at this ranking factor. According to Google, speed is particularly important because it contributes to a positive user experience. It can be used to determine the quality of websites just as much as other factors. And last but not least, experience is extremely important for content marketing.
The basic user experience is a complementary factor to the bounce rate. In general, slow pages slow down the browsing experience and thus worsen it.
Internet users' patience is limited these days. They prefer faster websites, especially when users are on mobile devices. If you guarantee fast loading times, you can significantly reduce the so-called bounce rate. The fact that it is decisive in terms of SEO has, in turn, a good reason: the fewer people bounce, the more valuable the offer seems to be.
A fast web design conveys a certain professionalism. This characteristic shows users that someone cares about the website and its usability. For companies, page speed is therefore a way to convince with their own company and customer proximity.
The number of mobile users is increasing in every sector. For good SEO, it is therefore absolutely necessary to keep an eye on this target group as well.
Every second it takes to load the page can reduce the conversion rate by up to seven percent. This makes page speed a crucial factor not only in terms of a good SEO ranking.
The Google crawler has a certain time budget for crawling and indexing the website. If the website loads too slowly, it cannot capture the entire offer. This can turn into a decisive competitive disadvantage.
One speaks of a high page speed when the first content appears on the screen within 0 to 1 seconds. Thanks to methods such as LazyLoading, it is no longer necessary to display the entire content at once. Instead, the visible area is materialised within this time so that users can find the content they are looking for more quickly.
An SEO competitive page speed should be oriented towards the average, but may also be faster. Those who want to test their website speed should differentiate between desktop and mobile devices. While users in front of a laptop are usually a little more patient, mobile users bounce faster. To prevent this from happening, the loading time of the website should not exceed 5 seconds. However, with such a waiting time, 50 percent of the site visitors have already jumped off. A competitive site should therefore present the first content within 2 seconds.
Modern web design allows for faster and faster loading times. As long as the configurations are right, the programming and design are up-to-date and no complex database queries are necessary: Then the page speed should be optimal for a good SEO result. For a fast website, the required loading time is between 0 and 1 seconds. Average speed, on the other hand, is when the first content can be seen after 1 to 2.5 seconds. Any page that takes longer to load is considered slow.
The combination of different factors has an immense influence on website speed. However, it is not exclusively the aspects that are in the hands of the developer.
For a page speed analysis, it is best to use a tool that examines the different aspects of the design. Such tools look for problems in the code, for example, that negatively influence the quality of web pages. The Page Speed tool, which also outputs the data from Google PageSpeed Insights, is particularly well suited for such a test. From this, the most important information relevant to the loading time of the homepage can be obtained.
Performance has a significant influence on the quality of websites. Therefore, it is by no means a short-term issue, but a long-term optimisation task. Those who do not want to deal with this topic or do not have the necessary expertise: It is best to turn to an expert. Nevertheless, there are some starting points that help to speed up the loading time of the homepage:
In addition, a regular page speed analysis helps to keep an eye on the website speed and to further optimise it if necessary.
A short loading time is the be-all and end-all of modern web design. It ensures a good ranking on Google and at the same time stands for a successful user experience. Since the topic of website loading time is sometimes very complex, it is worth considering it as a separate project. Bottlenecks that cause poor performance must be identified and gradually eliminated. In this way, it is possible to get the best out of the website and achieve a top ranking.
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