Is PageSpeed a major ranking factor on Google for SEO?
SEO Conspiracy S01E10
Website Speed a.k.a PageSpeed
Lately, PageSpeed, or the ability for the website to load fast, became a much talked about ranking factor within the SEO Community.
Let’s figure out the truth about everything you hear or read about website performance as a ranking factor for Google SEO.
How fast is fast enough?
Is Googlebot really impatient to crawl your content or can it wait a little while?
Maybe the truth lies in the middle of different points of view we come across around the SEO community.
As always, this is just our opinion.
We welcome the discussion.
You know what to do.
Watch the video:
The Evolution of PageSpeed in SEO
Dixon recalls the journey: “Google introduced speed as a ranking factor gradually, starting years ago during the rise of mobile-first indexing. The shift was partly to improve user experience and partly for Google’s own efficiency in crawling sites.”
Google benefits from faster-loading websites because they consume fewer resources to crawl. This dual motive—enhancing user experience and optimizing Google’s infrastructure—underpins the emphasis on PageSpeed.
Is PageSpeed a Cliff or a Gradient?
Dixon shares his evolving perspective: “I used to think speed was a ‘cliff’—if your site was fast enough, you were safe, and slower sites faced penalties. But now, I believe speed operates on a gradient: the faster your site, the better your ranking potential.”
However, Laurent raises an important caveat: Not all websites are equal. Server location, latency, and infrastructure can create disparities. For instance, a French website serving content to Mountain View might experience delays due to sheer distance, unless a CDN is employed.
What Metrics Really Matter?
Several key metrics influence how Google evaluates speed:
- Time to First Paint (TTFP): The time it takes for users to see the first visual element.
- Time to Interactive (TTI): How quickly the site becomes usable.
- Total Page Load Time: While not always critical, slower overall loads can harm user experience.
Dixon highlights: “Google might not just measure how fast a site loads—it may also evaluate how efficiently it renders JavaScript, processes the DOM, and completes crawling tasks.”
Mobile-First: The Game-Changer
With the mobile-first index, PageSpeed became even more critical. Laurent observes: “For some clients, it’s not just mobile-first—it’s mobile-only. Once 95% of your traffic is mobile, designing for mobile becomes your top priority.”
This shift often leads to better decisions, such as minimizing unnecessary features, focusing on essential functionality, and optimizing for smaller screens.
Common Challenges in Achieving Speed
- Third-Party Scripts: Tools like chat widgets, analytics plugins, or social sharing buttons can slow down your site.
- Dixon recounts: “We had a plugin slowing down InLinks’ homepage. Removing it instantly improved speed.”
- Bloated Code: Many CMS platforms, like Magento, come with excessive JavaScript and CSS.
- Laurent notes: “A product page might have two lines of text but thousands of lines of code. Optimizing such platforms without breaking functionality is a challenge.”
- Server Configuration: A poorly optimized server can bottleneck performance, even if your site is fast.
- Dixon adds: “Some hosts prioritize speed but block certain crawlers, like Bing or smaller search engines, which can inadvertently hurt your visibility.”
Testing PageSpeed: The Right Way
While tools like GTmetrix and WebPageTest are valuable, Laurent offers a pro tip: “Physically test your site on real devices. Visit a store with multiple phones and tablets and see how your site performs across various screens and operating systems.”
This hands-on approach often reveals usability issues that automated tools can miss.
Server Matters: Choose Wisely
Your server setup is as crucial as your website’s code. Laurent emphasizes:
“A skilled server administrator can make all the difference. They optimize configurations, manage resources, and ensure stability during high traffic.”
Additionally, consider the environmental impact. Fast servers often consume more energy. Balance performance with sustainability when possible.
How Fast is Fast Enough?
Speed is essential, but as Dixon puts it:
“Once your site is as fast as the competition, you’re likely fast enough for SEO purposes.”
Beyond that, focus on other aspects like content quality, user experience, and technical SEO.
