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!
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!
Google made two more moves against guest blogging in the last month:
1. Google penalizes a site connecting content marketers and webmasters
Content marketing is all about getting your information out to interested webmasters. Google recently penalized a site that simply connects those with content to those with websites. The content varied in form: guest posts, infographics, eBooks, etc. What was the issue exactly?! Having a meeting place to connect great content with great websites SHOULD be win-win. It’s a much better option than spam email hawking content or seeking links from any webmaster that will listen. So, is it wrong to try to connect authors and publishers? Is the editorial value of a link lessened where it was easier to connect to the webmaster?
2. Google penalizes an entire website based upon one guest post it considered off-topic
Doc Sheldon, a longtime SEO copywriter, was penalized based on a single guest post he hosted. The posting was about social media to Hispanic audiences, but aroused the interest of Google. And not in a good way. Social media marketing is closely aligned with SEO, and the penalty feels arbitrary – if not confusing. Is Google spreading Fear, Uncertainty and Doubt? Only one thing is clear: Webmasters and business owners are being held accountable 100% for the content on their own website.
Create a content generating, curating, sharing machine. Sharing content can be a minefield these days, but a safe way forward is:
1. Post full versions of your content to your site, but also Google+, LinkedIn, and promote your content at other relevant places around the web.
2. Tag your content with rich snippets, Facebook open graph, and Twitter cards to increase it’s “sharability” and categorization.
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