Category: Google

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What Does Google Say About Page Load Speed?

Just how fast your website pages load may be just one of the newest factors in regards to where Google ranks you in the search results. In fact Google considers PageSpeed so important that it has released a new tool for you to test your mobile and desktop versions so as to give you concrete areas of improvement.

Here’s the tool’s URL: http://developers.google.com/speed/pagespeed/insights/

Google considers page load time or PageSpeed (as Google has coined the term) an important factor in supplying relevant content in its search results. Since 2010 Google has been clocking websites but just recently really started pushing sites to improve PageSpeed.

Here’s a quote from 2010 as posted on the Google Webmaster Blog letting you know that Google has felt PageSpeed is an important issue for over three years:

“You may have heard that here at Google we’re obsessed with speed, in our products and on the web. As part of that effort, today we’re including a new signal in our search ranking algorithms: site speed. Site speed reflects how quickly a website responds to web requests.” Full article.

Now experts say that you’ll lose about 7% of your potential site traffic for every second it takes your page to load. Factor into that, that more users have faster Internet connections and a lower tolerance for a slow loading page and you start to see that changing technology and demographics are all a part of why Google is now laser- focused on PageSpeed.

In fact, in 2013 Google even has created a special team called “Make the Web Fast” headed by engineer Ilya Grigorik. You can watch his Google viewpoint in this interesting top level video. As Ilya notes, the speed problem for most website lies in un-optimized images. Ilya states that a one second threshold is the new web standard. So pushing the speed envelop to serve pages in under one second is their new goal.

In a recent case study done by Google and Bing slow loading pages 2,000 millisecond delays cause a 4.3% drop in traffic and lower customer satisfaction. You can see more details on this study in the video noted above.

Whatever Google decides is crucial for their search engine’s performance, you as a site owner should make important for your site and webmaster in order to place now on Google.com.

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Why You Are Losing Placement to a Lower Quality Website on Google

I found this article last week that answers the top questions of:

  • How can I get organic placement. Someone has to be #1 on Google, why not me?
  • Why are other low quality sites placed ahead of mine in the search results?
  • I am doing everything right and still cannot place in the top 10 on Google.com

This article from Search MOZ is definitely worth your read and for those that learn visually there’s even a video.

Here are some of the better points from the video in a quick synopsis with my comments:

1. Just because you have more links, great keyword targeting, and terrific content does not assure that you will place higher than a competitor. The competitor may have more citations to their content, may have an authoritative domain (built over time), a better page experience, have a more compelling search snippet and therefore a higher click through rate garnering better Google search placement.

2. Look for your own weaknesses where the other site has strength. Do you have a poor snippet? (That is the meta description tag and meta title tag.) Is the title written in a way to encourage a search click? Does your page experience help of hinder your message?

3. Look at your brand and domain. Is your website ugly, brand indistinct? Brand bias and domain name maybe biasing your click potential. Start first by building or rebuilding your brand and improving your user page experience. Remember Google is watching your click through rate and the time spent  on your page as part of your site delivering value for a search query. Low numbers may mean that Google simply stops delivering your address in the search results based on past user experience.

4. Citations meaning not only links, but mentions, social shares are a key factor in Google placement. Are people talking about you positively? Are more people talking about you than someone else? Is there a variety of types of websites linking and talking about you? If Google is seeing negative comments, it may stop showing your results as users “vote” on your site by their own activity.

5. Acceleration rate of link growth may be important. If what you are talking about is timely and pertinent to your marketplace, you will grow links quicker. This is a great study for creation of free downloads, white papers and creation of timely content of great value. The key is to create memorable and sharable content.

6. Informational content may be an excellent way to garner more traffic. Just remember your content must have unique value that is different than others in order to place.

7. Local results that are delivered based on your reader’s location will be important. Keep in mind that Google may deliver a higher placement for your site for a search based in your own geographic area but not place your site well nationally. With geographic bias you’ll want to work to own your local market and then expand out.

8. Make sure you are addressing mobile device design. Google wants to return results for websites that load quickly and have a responsive design that caters to mobile, tablets as well as desktops. Remember, Google is looking to deliver the most relevant site that will deliver what the reader is looking for and is watching click-ins to your site. If someone clicks back to the search results page quickly (albeit bounce rate) after visiting your site, Google is thinking that your site may not be relevant for that query.

I definitely recommend watching the full video. The information is excellent and very instructive.

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Google Introduces Consumer Surveys

Google has just introduced a new program to track consumer satisfaction with your website. You can read the full announcement on the Google Blog. Personally I feel that this is another Carrot and Stick application from Google. The carrot will be you get free code and information about how your own visitors feel about your website. Google gets information that it may use to rank your website organically.

To me it sure looks similar to Friend Connect which had been retired. The more information that we willingly give to Google about our own website visitors the more Google knows about our traffic. It would be very naive to think that Google will not use this information we give it using Consumer Surveys for anything but its own use to know the mind of our own site visitors.

Does it cost money? Here’s the pricing:

“The default questions are free and you can customize questions for just $0.01 per response or $5.00 for 500 responses.”

Do I recommend that website owners use Consumer Surveys? Not at this time until we know more about what Google is doing with the information.

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Google – First the Carrot and Then the Stick!

If you’ve been in the web industry as long as I have (since 2001) you would have seen Google’s purchase of Urchin Statistics which became Google Analytics. It used to be that a website owner very carefully guarded their website activity; what generated clicks, page paths, traffic, and trends. When Google offered Google Analytics to the world for free, nearly every website owner flocked to implement this free application that previously was only available to those willing to pay $500 a month for a subscription. Voilà the carrot!

Google gave us the carrot with Google Analytics. The Stick?
Google gave us the carrot with Google Analytics. The Stick?

Little did we know that sharing our website statistical information would in the long run impact our own organic placement on Google.com. In this age of Snowden and the NSA and the harvesting of big data, one would have to be very naive to think that Google, having access to all this previously closely guarded information would not include some of this data into their algorithm to determine organic placement. Personally based on patent disclosures over the years, I could see that Google was patenting using click through rates to help to determine organic page rank. With over 200 factors impacting organic placement and Google having data from Google Analytics available for their own purposes, it only makes sense that by taking the carrot we’ve allowed Google to use the stick on us in regards to our own website placement.

By potentially using our own data as well as click through data from Google.com activity to rack and stack websites is not that far of a reach in today’s world. Although I don’t believe that our own data is being used maliciously to hurt our own placement by Google, it makes sense that Google is using aggregate data by industry and possibly even  our own website statistics as just one piece of their own racking and stacking algorithm.

It all started with Google Analytics, when we as webmasters shared this private information with Google. Little did we know years later that this same information might be used to lower or raise our own rankings. I do not have definitive information that Google is using Google Analytics data in their algorithm, but it would make sense for them to use aggregate data to develop benchmarks by industry so as to evaluate the importance of websites and rankings within that industry; just my thoughts for today.