Studies such as those from Moz demonstrate site speed is a small part of Google ranking factor. Nothing suggests it improves SEO more than 1 percent. We agree that overall page load time is not the SEO killer many make it out to be.
Backlinko’s detailed 2016 investigation of wider ranking factors shows relevance and authority remain the driving forces in terms of organic traffic.
Nevertheless, users demand fast-loading sites, and the potential negative impact of slow speed on conversions is well-proven. With the rise of mobile showing no signs of slowing, the need for speed remains sstrong.
Google’s in 2010 announced site speed as a ranking factor, but the actual details revealed were vague. Citing previous internal studies, Google confirmed that site speed would be added into the mix of existing ranking signals, but stopped short of discussing how much weight it would actually carry. A number of points were, however, stressed from the outset:
- Site relevance would remain more important than site speed for SEO.
- Fewer than 1% of search queries would be initially affected.
- The site speed SEO signal would only be initially applied to searches in English on Google.com.
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