Why Load Time Now Matters in Google Search
The Latest Change to Google's Quality Score is Now Effective
People are impatient, we all know that and so does Google. One of its
10 commandments is
Fast is better than slow.
If a web page is slow to load, people will click off and follow another link. And because a search page is an
extremely competitive place to be (Most of your competitors will be listed there!), if you don't respect your visitor by
loading your page the instant they click, you'll lose them.
This has been extremely important in Paid Search (PPC) for a long time. After all, you pay your money to
Google per click, when someone clicks on Google, not when, and if, they land on your website.
Now Google has added a stick to the carrot by penalising further slow loading pages.
From June 18th, Google has implemented an additional landing page load time factor into keywords quality score, which will mean sites with slow loading pages or multiple redirects will end up paying more and or not achieving as high an Ad position.
All the more reason to make sure your landing pages are not only relevant, easily navigable, easy to understand and follow but quick to load!
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