Your New Website: Why Page Speed Matters

Nancy McCord a Google Partner and Bing Partner
Nancy McCord a Google Partner and Bing Partner

I will open with a quick case study to illustrate my point on how important page speed is to Google. We did a SEO site evaluation for a client on his new website. The site looked nice and appeared very professional, but on running the site through the Google Page Speed Tool, the desktop score came back with a 24 out of a score of 100 and the mobile score came back with a score of 51 out of 100. Google rated both of these scores in the “red” zone.

Why is being in the yellow zone (70’s) or green zone (90’s) important?

Google AdWords uses scanning tools and will actively disapprove ads where they consider the page speed experience low. I have seen advertisers with red page speeds have ads disapproved. The only way to improve your page speed is a site redesign or difficult overhaul of an existing site. Google evaluates the domain, not just the landing page. So, Google AdWords considers a quick loading site an important Quality Score indicator.

Google has just released notice that in July 2018 they will be using website page speed as a ranking indicator for their organic index. As the Google organic index is now based solely on the mobile version of your website since early last year and Google no longer has a desktop index AND a mobile index, page speed of your mobile site is even more important to garnering organic placement.

This particular issue of page speed and the use of the mobile index to rank sites is also why AMP or Accelerated Mobile Pages, a Google initiative to speed up the Web, is so very important to embrace on any new website design.

In conclusion, page speed is crucial for organic performance for websites and one of the most important factors you should consider as you choose your WordPress theme or website backbone.

Check back next week for more information on website redesigns selections.

 

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