Slow loading web pages can lead to lost opportunities to attract users , and also have a negative impact on SEO.
In this article, we'll explain why web page loading speed is important, how to measure it, and what to do to improve it if it's slow.
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Why is web page loading speed important?
Source: pch vector
1. Impact on SEO evaluation (search ranking)
According to Google's official announcement , the loading speed of a web page affects its search ranking algorithm, and since June 2021, Google has been using "Core Web Vitals," one of the indicators that measures the quality of user experience , as a signal to determine search rankings.
Core Web Vitals
(1) An index to evaluate the waiting time until image or video content is displayed (LCP)
(2) An index to evaluate the reaction speed of the user's first operation (FID)
(3) An index to evaluate the visual stability of page content (CLS)
The quality of the user experience is evaluated based on three indicators:
Below is a summary of the loading speeds of websites that rank highly for the search term "programmatic advertising." As these are all highly ranked websites, none of the "Core Web Vitals" indicators are extremely low.
In order to improve search rankings, there are a wide variety of measures that need to be taken, such as "improving the quality of content," "structured markup," and "inbound link measures," so simply increasing the loading speed will not necessarily improve search rankings. However, if page speed is extremely slow, it is safer to take measures.
Reference: Google Developers "About Core Web Vitals"
2. Impact on site exit and bounce rates
According to a survey conducted by Neutral Works, Inc., the number one most frustrating thing when browsing a website is "slow page loading speed."
Source: Neutral Works, Inc. "Survey on irritation caused by digital devices among Japanese people"
Also, according to an official Google survey ,
If a mobile site takes longer than 3 seconds to load, approximately 53% of visitors will abandon the site.