Page loading speed has great importance with Google these days. From mobile visitors to Googlebots, every visitor will appreciate a speedy experience. Here are some ideas to keep in mind:
1. Rise of mobile
The importance of mobile can be seen in Google’s announcements the last few years. Mobile users are more impatient than ever, and Google provided stats last week regarding just how impatient mobile users are:
– The average mobile page takes 22 seconds to load, but 53% of users leave after 3 seconds!
– Even mobile landing pages in AdWords were found to take 10 seconds loading time.
There are many easy changes available for sites to make, as the answer isn’t always in purchasing a faster web server. Google’s own analysis found that simply compressing images and text can be a “game changer”—30% of pages could save more than 250KB that way.
2. Ranking factor
A few years back, Google made page speed a small ranking factor – or at least they were finally explicit about it being a ranking factor. Since page speed issues aren’t given the exposure of crawl errors and other items in Google Search Console, it can be easy to put them on the “long list” of items to fix. Its addition as a ranking factor is a great signal that this needs to be prioritized.
3. Bounce rate
Nice try, loading up your site with images that take forever to load. Unfortunately, that doesn’t increase the duration of site visits. It just makes people angry. According to Google’s analysis, every second of loading time, from 1 to 7 seconds, increases the chance of a bounce by 113%! Many SEOs believe that “engagement metrics” such as bounce rate could also be a ranking factor. And it makes sense: When Google sees a rise in organic bounce rate, they know human visitors are judging the content. How could Google not take this data into account?
4. Crawl rate
In one recent test, increasing page speed across a site dramatically increased the site’s crawl budget. Slower sites can be overwhelmed by crawl activity. But if you ever feel the need to put a crawl delay in your robots.txt, take that as a warning sign. After all, even reasonably fast sites can often need more crawl budget.
Tools and Fixes
Luckily there are remedies. Some can be quite easy, such as adding compression to your web server. Others might require a trip to Photoshop for your site’s images. However, some items will not be worth fixing. Try to concentrate on the easiest tasks first. Run an analysis of your site through these two tools and see what you need to fix:
Google’s newest tool:
GTmetrix.com features include a “waterfall” showing which page items load at which stage, history, monitoring, and more.
Good luck and enjoy optimizing the speed of your site!
Every year brings new SEO challenges and surprises. The year 2017 won’t be any different, but we do expect these topics to be important considerations in the new year:
Interstitials / Popups on Mobile Devices
We’ve all seen mobile sites with a popup covering the content we were trying to read. These popups will be punished by Google in early 2017. Like ads above the fold, Google feels these popups harm the user experience – and they do not want to send visitors to such sites. Many survey and tool vendors such as ometrics and surveygizmo have been proactive to make sure their clients are not at risk, but some vendors may not be aware.
SSL / HTTPS
Google is really pushing SSL, and this is the year they accelerate their plan to make the web secure. Having your entire website served over HTTPS used to be rare, and only credit card or health privacy transactions were secured. And even that was spotty. But Google has begun a campaign since 2014 to secure everything. Two years ago, Google introduced a rankings boost for sites entirely on SSL. Last year they provided better features in Search Console. And we started to see SSL as “must have”. But progress has been voluntary in many regards, with other business objectives prioritized first.
Next year, new developments will force your hand: Warnings will start appearing in Chrome. Come January 2017 the Chrome browser will show increasingly dire warnings for any site that hasn’t moved to HTTPS. Starting with pages that have credit card or password fields:
Initially, users will be warned:
With more dire warnings for insecure sites later in 2017:
AMP (Accelerated Mobile Pages)
AMP is the super-speedy loading of pages you’ve likely seen in some mobile results. After you setup AMP on your site, Googlebot places your content on it’s super-fast servers – but making it look like your URL. AMP was just for news sites, but now Google has opened AMP up to other sorts of sites – and 700k+ sites have been using it! If mobile traffic is important to your site, AMP will likely become vital over the next year.
Google just loves schema. We’ve seen over this last year as schema has helped increase pages indexed, and expect it to play a greater role every year. As artificial intelligence is used more and more in the “Rank Brain” algorithm, sites that can be easily categorized by Google will received more visibility. I for one welcome our new overlords… subject to future review.
Links are still an important part of Google’s algorithm. But sustainable, authentic link earning is always the best longterm approach in link building. So how can you get these links?
1. Content marketing
Produce great content, and reach out to authority sites and influencers in your space.
2. Business Development Link Building
All of those traditional activities such as sponsoring a baseball team, joining the chamber, or participating in online communities/forums are actually great ways to get links.
Publicity is that powerful branch of public relations that provides links and visibility from media sites.
These methods of earning links have the best longterm potential, and are quite powerful for building and keeping rankings.
The shrinking organic traffic (more ads at the top), increased competition, and ever-changing nature of organic search require more effort than ever. Gone are the days of getting your site “SEO-ed” and expecting free traffic. All traffic is either earned, or easily taken away. May you experience a great new year with SEO!
It’s been 2 years since the last Penguin Penalty update. The Penguin Penalties were known to destroy site traffic by placing sites – that were formerly on page 1
– onto page 4 or even page 9. Organic traffic would decrease sometimes to less than 10% of previous levels, and devastate revenue.
Penguin is such a serious update for any site relying on organic traffic, that new insights are being gained daily. This update is a little bit different than previous Penguin updates. They appear to get increasingly more harsh.
1. Google still cares tremendously about links
We’ve been expecting Google to use social media at some point for authority, but instead they keep using links as a powerful part of their algorithm. Looking at the amount of processing power, education, penalties and heat they have taken… well, we can assume links will be with us for a long time. And Google cares more about authority than popularity, freshness, content, spelling, valid html, or any of the other hundreds of factors they may (or may not) take into account.
2. It’s now “realtime”
As Google discovers links to your site, they will be judged as good, bad or somewhere in-between. Rankings will fluctuate accordingly. This system is long overdue: Previous penguin updates have meant years of waiting to see if link removal, disavowal, site pruning, 301 redirecting, gaining high authority links, and other strategies would be enough. It was a horribly unfair system for most small businesses, as years of lost traffic was particularly painful.
3. Realtime can mean weeks
Few have done the math and research in this quora thread, but that sounds like it will be a few weeks.
4. Penguin penalties will now be on the page level, not site level
Penguin used to penalize an entire site, impacting rankings for all keywords and on all pages. This was horribly unfair and we saw several clients over the years being penalized after an intruder built pages (and bad links to those pages). Months and years after the intrusion, site keyword rankings (and traffic!) suffered greatly.
5. Bad links no longer penalize – they just don’t count
This is a return to the “old days”, simpler times when webmasters didn’t have to continually audit who was linking to them. One of the worst parts of previous penguin updates was the way that low quality links provided a “double whammy” to rankings: They stopped boosting rankings, and also penalized the site.
6. Disavow files are still recommended
Google still recommends the disavow file is used. It helps Google identify low quality sites, as well as offering protection against a “manual penalty”, where a human at Google has specifically penalized your site. In that case a disavow file can show that you are trying to distance your site from it’s bad links.
Every day brings more insight into how Penguin 4.0 is impacting rankings and traffic. We’ll keep you updated!