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Page Speed to Impact Mobile Search Rankings

Google’s studies have shown that people really care about the load-speed of a page particularly on mobiles, as they want to be able to find what they’re searching for as fast as possible. Although speed has been used in ranking for some time, that signal was focused on desktop searches. Google recently announced that starting in July 2018, page speed will be also be a ranking factor for mobile searches. So any efforts that have been put into that up until now will have been worthwhile.

The “Speed Update,” as they call it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.

Developers are encouraged to think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics. Although there is no tool that directly indicates whether a page is affected by this new ranking factor, here are some resources that can be used to evaluate a pages performance:

  • Chrome User Experience Report is a public data-set of key user experience metrics for popular destinations on the web, as experienced by Chrome users under real-world conditions
  • Lighthouse is an automated tool and a part of Chrome Developer Tools for auditing the quality (performance, accessibility, and more) of web pages
  • Page Speed Insights is a tool that indicates how well a page performs on the Chrome UX Report and suggests performance optimisations

It’s important that these points are noted ahead of time in order to help benefit your business’s mobile rankings from July. If you want more information about we can help to improve that, please contact us now.