In 2010, Google announced that page speed would have an impact on your website rankings, and a more recent algorithm update released in July 2018 was similarly applied to mobile search results.
The reason for this is because studies have shown that if a webpage takes 3 seconds to fully load, the average bounce rate will be 38%. A bounce rate is measured as a user who lands on a webpage and then leaves without browsing to another page. This metric tells Google that the user didn’t have a great experience, as if they had, they would have browsed around the website rather than instantly backtracking and looking for an alternative.
So, what does this mean for business owners? Simply put, if your competitor has a slightly faster load time than you, you’re unlikely to see a difference. If you’re already ranking higher, that’s not going to change because of a few 100ths of a second. If however, you have a nice looking website – you’re doing everything correctly but it’s slow to load, you’re going to suffer when it comes to your rankings and organic growth is going to be difficult.
It’s critical on the path to organic growth that you start with the foundations, and that’s your website speed and performance. You can test your website performance for free by going to GTmetrix and typing in your URL. You’re aiming for an A grade website and a load time of under 3 seconds. Ideally, sub 2 seconds is ideal. Anything over 3 seconds needs optimising.
There are several optimisation techniques to speed websites up and improve their overall performance. From reducing requests to improving server response time. Doing so can bring drastic performance increases which will set the foundations for you to build on.
We can help with performance optimisations, reducing load times and increasing conversions, be it a sale on an e-commerce site or a lead generation form. Get in touch with us to explore how we can help your business.
Below are some examples of the areas we can help in with your speed and performance optimisations. However, we always start with a website audit to gain a better picture of the individual website so no two scenarios are the same.