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!
“Mobile is exploding,” said every headline for the last decade. Google is all about traffic and mobile is both largest segment of traffic, as well as the fastest growing!
Google’s search results will be based on the mobile versions of web pages, including the results that are shown to desktop users. This is even if your prospects are primarily using desktop (if you are in manufacturing and a few other industries), desktop drives most of your actual conversions, or maybe you just like the look of your desktop site better.
Up to now, Google has been indexing web pages as desktop browsers see them. With the new ‘mobile first’ approach, Google will start indexing web pages as mobile phones see them. The rankings will be calculated based on the mobile results.
Google says there will be minimal rankings changes, but this is a pretty major announcement. It is likely that mobile-friendly sites will see minimal ranking changes, but mobile unfriendly sites are likely to see an increasing loss of visibility. Looking at your website’s rankings in Google’s mobile search results gives an indicator of whether your site is vulnerable to losing traffic and here are some important tips to make sure:
1. Check your mobile rankings, check your risk
Looking at your website’s rankings in Google’s mobile search results gives an indicator of whether your site is vulnerable to losing traffic. It’s only an indicator, however: Google is basing mobile rankings to some extent on crawls of the Desktop version of your site. So better keep reading…
2. Be accessible
Some sites hide content behind popups / interstitials. Google is specifically planning on penalizing intrusive popups on January 10, 2017. If you have an email subscription popup or survey layer, you may be penalized. And we all experience frustration with those ads that come up when we are trying to read a news article. Some vendors, such as Ometrics have been on top of this since the day of Google’s announcement! Make sure all of your vendors are.
If you have a separate mobile site, make sure it is crawlable and be sure to register it in Google Search Console! Old best practices – blocking the duplicate content on a mobile version of your site – could potentially kill your traffic.
3. Be responsive
Responsive mobile design allows for the best (compromise of) user experience across the many mobile, tablet and desktop displays. It adapts the page, and allows a single URL for mobile and desktop versions of the site. If you haven’t changed to responsive mobile design, ask us for a list of great web designers.
4. Be fast
Speed on mobile is quite important. Research has shown that 40% of consumers will leave a page that takes longer than three seconds to load. Wireless internet connections are usually not nearly as fast as wired connections that desktop users experience. Optimizing image file sizes and resolutions hasn’t been this important since the days of the modem.
5. Don’t mess up AMP
Staying ahead of the curve takes advantage of the greatest opportunities: Being the first among your competitors to implement mobile-friendly, mobile responsive, schema and AMP creates traffic. The period in which your site is in Google’s favor – and competitors are playing catch-up – can mean serious revenue.
With these 5 tips, you will be ahead of the pack (for a short while). As Google implements more changes, search is likely to keep changing at a breakneck pace. Watch your indexing, ranking, traffic and conversion to keep ahead of the curve.
Oh and PS: Bing will still use Desktop crawling to determine mobile rankings.
Having a good mobile experience is increasingly important for websites. Advances in technology have made it possible for many more sites to be viewed on mobile devices, but the experience is usually much less pleasurable than viewing via desktop. Google wants to change that, and is again trying to move website design in the correct direction.
Google and Bing are currently locked in a battle to be the best search engine for mobile. They know users will judge them by the sites suggested during a search. When searchers encounter unusable sites from their query, they change search engines. Wouldn’t you rather have ten good sites given to you from a search than a hit-and-miss list?
Mobile is growing fast: Comscore estimates that mobile usage will outpace desktop usage this year! Google has already started showing “Mobile Friendly” icons in search results – and has even tested “NOT Mobile Friendly” icons recently!
So what to do? Here are some quick tips:
1. View your site in mobile
Try using this free testing tool from Google:
Google tells you if fonts are too small, there are missing “viewport” metatags, and other mobile usability errors.
2. Easy URLs
Keyword rich URLs have lost much of their power in the last few years, but are likely to lose much more: They aren’t as easy to type into a smartphone.
3. Responsive design
A responsive design is usable at any size. Previous efforts to provide different sites to different kinds of devices have failed as the many types of devices have exploded and crossed over into other categories, such as 2-in-1s and giant phones. Having several versions of your website might have also meant a nightmare in keeping all of them updated, and in sync. Googlebot in all it’s wisdom couldn’t figure out which version was canonical, either – and which to return a certain user to, based on their device.
Google’s new Mobile Usability reports (in Webmaster Tools) show the following issues:
– Flash content,
– missing viewport (a critical meta-tag for mobile pages),
– tiny fonts,
– fixed-width viewports,
– content not sized to viewport,
– clickable links/buttons too close to each other.
4. Access to site resources
Need a good interactive agency or website design firm? We’ve worked with many, and partnered with the best. Talk to us about your needs, and we’ll introduce you to the right match!
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