Google factors site speed into search rankings

| April 12, 2010 | Leave a Comment

The search marketing and blogging circles have been buzzing about this for a few months now but Google put out the official word on site speed as a new factor in search result rankings just a few days ago. Webmaster Tools lets you measure the speed of your enrolled sites under Site Performance. The blog post also links to other tools like Page Speed.

It’s interesting to note, however, that Google itself says less than 1% of search queries will be affected by this new site speed signal. In any case, faster is usually better both for your visitors and for your site maintenance costs, not just your pagerank. Matt Cutts puts it nicely:

I know that there will be a lot of discussion about this change, and some people won’t like it. But I’m glad that Google is making this step, both for the sake of transparency (letting webmasters know more about how to do better in Google) and because I think this change will make the web better. My takeaway messages would be three-fold: first, this is actually a relatively small-impact change, so you don’t need to panic. Second, speeding up your website is a great thing to do in general. Visitors to your site will be happier (and might convert more or use your site more), and a faster web will be better for all. Third, this change highlights that there are very constructive things that can directly improve your website’s user experience. Instead of wasting time on keyword meta tags, you can focus on some very easy, straightforward, small steps that can really improve how users perceive your site.

Looks like some site spring cleaning is in order!

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