The relationship between the speed of a website and its search engine positioning is one of the most discussed topics in the world of SEO .
Does Google take into account the loading time of a website to position a website?
We will see it in this article, along with data and real examples of portals such as Amazon or E l Corte Inglés .
Yes. The speed of a website is one of the more than 200 factors that Google takes into account to position a website in search results.In 2010 Google reported that loading time was an element to consider:
Read → Using site speed in web search ranking
At that time Google indicated that less than 1% of results were affected by the update. 玻利维亚电话号码列表 And in June 2013 he informed us that websites that did not give an adequate response on mobile devices would be punished:
Read → Google: Site Speed Penalty Coming To Mobile Web Sites
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SEO and Web Speed: Direct Relationship?
Yes. But to what extent? It is clear that the user experience on a web page does have a very direct relationship with its positioning (I recommend reading this MOZ article )
And, logically, a fast website will generate a better visitor experience.
On very “large” websites, the loading speed may have a more direct implication, as it can significantly affect the indexing of the portal.
What happens with every second delay in loading the page:
7% less conversion.
11% fewer page views.
16% less in customer satisfaction.
6% less trust in the site.
Yahoo: A rise of 400ms made them lose 5-9% of their traffic.
Amazon: If your load time were to increase by 1 second, it is estimated that you would lose $ 1.6 trillion a year.
Data provided by Óscar Recio in one of the articles on this blog, where by the way you can find tips and guidelines to reduce the loading time of your website:
Do not miss → Increase the speed of your web and Google will love you: WPO
More data from KissMetrics:
About 50% of online store shoppers expect the web to load in 2 seconds or less.
40% of visitors will leave the online store if it takes more than 3 seconds to load.
79% of users who were unhappy with the performance of the website have a very low 警报消息 probability of buying from it.
What improves positioning? User experience or web speed?
Both, but from my point of view the user experience has much more weight, with web speed being one of the several responsible for its being better, since it directly affects indicators such as:
Web Bounce (Bounce Rate)
Number of page views
Web conversion
Can slow websites rank well?
Undoubtedly. Here you have a more than interesting analysis / study by Geoff Kenyon from Moz where we can see several cases.
Because right now?
I have wanted to write about this for a long time, and my blog design migration / change has led me to it.
Before the new programming, the loading times of this website (the homepage) were approximately 2 seconds .
When making the change, do not activate one of the cache plugins that you had configured, this increased loading times by 70%. During the more than 45 days in which the blog was under this scenario, at no time did it affect the positioning .
And, with Analytics data in hand, it had virtually no impact on user experience data , which is why it may not have moved up the ranking.
The user / reader of the blog had the necessary patience to read the post that he had found on Google, Social Networks or in his email, without caring that it took a second longer.
This is what has led me to recover this issue and question or debate the weight or impact of the speed of a website for its optimal positioning.
I insist on the concept:
Web speed is very important for SEO, as long as it affects or has a direct relationship with the user experience.
How to measure and obtain data on the speed of my website?
You can do it from environments like:
Google Page Speed
Pingdom
WebPageTest (the most complete but most difficult to interpret)
Examples and real data
We are going to see some local well-known websites that are very well positioned in search engines.
As a reference (and not to meet the last 2 points discussed) we start with this blog.
We’ll look at the loading times of your home page, then we’ll look at data from online stores ranked in the Google Top 10 for a couple of relevant searches.
All data collected on October 12, 2016 with Kingdom Website Speed Test, from Sweden.
