Site speed is important because people don’t like to wait long when they can click and switch to another site that loads faster. Albert Costill of Search Engine Journal(SEJ) looks at the issue in their ongoing series SEO 101: How Important is Site Speed in 2014? The answer to the rhetorical question is “yes, site speed is important,” and here is why:
- Google’s algorithms take site speed into consideration when ranking results (and other search engines do, too)
- People buy more if the site loads in two seconds or less (and leave if it doesn’t)
Many studies have been done on customer behavior and site speed, and most of the results are not surprising. People won’t stand in line to make a purchase unless they have no other alternative and online shopping provides many alternatives to the internet equivalent of standing in line.
Speed Things Up On Your Site
SEJ has some very practical advice for getting your web site out of the slow lane. Their first suggestion is making sure you have a host that is capable of providing the professional service you need for a business site. After that’s taken care of, there’s a checklist of possible problems that will slow down the load speed on a site:
- unoptomized images
- too many widgets/plugins
- incompatibility issues
- too many ads
- bulky code
- weighty design themes
- external embedded media
There are many tools available to assess site speed and the article lists some of the ones considered most helpful. If your site is loading slow and you address some of the above issues there should be a pickup in speed that is immediate and measurable. Site speed continues to be important in 2014 and it will remain important as long as people dislike waiting in line.
For more insights into the effect web design has on site speed, visit http://www.reciprocalconsulting.com/web-design.php.