SEO: How loading time affects rankings

When it comes to SEO, most people primarily think of keywords, a clear structure and backlinks. In addition to the content and structural aspects, the technical optimization of the website also plays a primary role in achieving a top 10 ranking in the organic search results.

Page speed as an SEO trend

Patience is one of the qualities that very few people are blessed with. When it comes to searching for products and offers on the Internet, it becomes clear what the patience factor really is. Websites that take longer than two to three seconds from the click to the complete display are uninteresting for the user and play no role in the ranking of Google & Co. Page speed is a primary criterion in SEO and is definitely a trend that is now given the same weight as high-quality content, thematic relevance and the right search terms. Lean codes and avoiding unnecessarily long scripts are stylistic devices that lead to success in organic search results. Because not only the user, but also the Google algorithm evaluates the loading time strictly. The coveted place on the first page of search results requires that the greatest attention be paid to page speed as part of on-page SEO. This includes identifying sources of errors, identifying weak points and carrying out technical optimization with know-how.

Long loading times increase the bounce rate

The fast Internet places new demands on search engine optimization. While in the past slow page loading could be attributed to a slow internet connection, this excuse can no longer be used today. If a website loads slowly or if images and videos appear in slow motion (or, in the worst case, not at all), the visitor will leave and look around at the competitor. On mobile devices, the evaluation of users is carried out even more strictly. Here, 1.5 seconds loading time is the maximum and websites that take longer to build immediately lose interest. This aspect not only affects the main page, but also includes all sub-pages and product pages. If the desired offer does not appear immediately with a click, the best quality and low prices are of no use. The visitor doesn’t wait and leaves the page before he can be convinced of its advantage by providing more detailed information. Since the bounce rate is one of the over 200 ranking factors on Google, pages that build slowly have no chance of being placed in the first 10 search results. The fact is: If you’re at the bottom of the rankings, you don’t even have to worry about the bounce rate, as only the first page of the search results is of interest to users.

Optimization measures to shorten loading time

The loading time of a page can be shortened with strategic measures in technical and content optimization. This aspect brings new opportunities and possibilities both in terms of indexing and positioning on Google, as well as user acceptance. Any programming errors and machine-unreadable codes that the bot cannot decipher and therefore cannot evaluate must be excluded. In addition to absolutely clean and correct codes, the focus is on the compression of images, videos and forms. Unnecessary spaces or line breaks, hidden files and errors in the layout can be detected using innovative SEO tools and removed with the necessary expertise. Outsourcing certain source files also makes an important contribution to increased speed. Loading time plays an even more important role in mobile SERPs than in search results via stationary computers. Nevertheless, page speed should be a general topic in SEO and not primarily refer to the mobile site. Responsive design, a slimmed-down layout and the avoidance of unnecessary background files or plugins accelerate page structure in the long term. In order to apply the right strategies and identify sources of error, detailed analyzes are necessary. The focus here is particularly on JavaScript and HTML files, which have an immense influence on page speed. If certain scripts cannot generally be avoided, outsourcing and merging prove to be a practical means of reducing loading times. The loading time is not an indirect but a direct ranking factor and therefore an important stylistic device in SEO.

Loading time as a factor of usability

Google places a high value on loading time. But the user also appreciates the quick page layout. It is fair to say that Page Speed ​​is a leader in usability. “Quickly search for something on the web” is a statement that makes it clear what is really important to the mobile and stationary target group. In order to inspire the user with a high-quality and thematically relevant homepage, you first have to get them onto the site. This only works if the page opens immediately and there is no time to count the seconds. Only then can the visual criteria and content of a homepage score points. Usability does not only refer to the optimal structure, transparent operation and advantageous menu navigation. Whether a website is user-friendly and therefore interesting can be seen in the time between clicking on the search result and the page appearing on the user’s screen. Anyone who saves on loading time and does not consider optimization in this regard with the greatest care is wasting valuable potential and leaving existing resources unused.

Regular loading time checks are necessary

Search engine optimization is a two-way street. The requirements of the target group, but also the co-ethics and ranking requirements of Google & Co. are characterized by continuous changes. A page that was in the top 10 yesterday and opens quickly can be relegated to the bottom ranks tomorrow. One of the important tasks in monitoring is regularly checking the loading time. This can change without being influenced by your own actions. In addition to loading time checks after a page update, you should react with the greatest attention to announcements of updates by the search engine operator. However, it should be noted here: Not all changes in the Google algorithm are actually officially announced. In order to avoid slowing down the site and the associated risks in ranking and usability, it makes sense to get an overview yourself. If you have no SEO experience or want to outsource this complex task, you can trust in our expertise and commission the optimization of the loading time as an agency service.