Why your website’s speed matters
The speed of your website matters for two reasons:
1. Your user’s experience
2. SEO
When it comes to user experience, Google’s research experiments show that faster site speed leads to happier users, increased productivity, and more time users spend browsing.
Moreover, research by Kissmetrics showed that 40% of people will abandon a site if it takes longer than three seconds to load. 47% of users expect a page to load in two seconds or less.
Overall, the speed of your site has a greater impact on user satisfaction than extra “bells and whistles”. It doesn’t matter how great a site looks: if it loads too slowly, users will click away.
Regarding SEO, Google uses site speed as one of the many factors that determines rank (how high your page appears in search results).
To determine rankings, Google factors page speed on both desktop and mobile platforms. If your site’s speed isn’t up to par, you can suffer ranking penalties.
Bing also uses page speed as a factor.
The reason why site speed matters is that search engines want to point users to sites with the best overall experience and information. Users can’t access all the great info you have if your site is unbearably slow.
How to check your website’s speed
To tell whether your website is slow or not, use one of the many free tools out there designed to report just that. Here are several:
Google’s PageSpeed Insights: Google’s very own tool. Gives mobile and desktop recommendations. It’s easy to use and the results are presented clearly. It also organizes suggestions by “should fix”, “consider fixing”, and “passed rules”.
Pingdom: Useful for all skill levels. Reviews site performance, grades it, and tracks performance history so you can see how your site speed has changed.
GTmetrix: One of the most popular tools out there. GTmetrix analyzes how well your site loads, checking both PageSpeed and YSlow scores. It also gives suggestions on how to improve the load time.
YSlow: Grades webpages on how they meet established high-performance guidelines. Also summarizes the different components of the website and allows you to view the analysis, offers advice on how to improve your site. YSlow offers a Chrome extension to test the speed of websites.
Understand that results can vary from tool to tool. This is completely normal since they have differing metrics and are using different places in the world to test the site.
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