Skip to content

Google cares about site speed, and you should too! 

Building a high-performance website starts with site planning and architecture. Unfortunately, for many development projects, site speed is overlooked because the responsibility spans across different roles and page speed wasn’t always a Google quality standard.

As of July 2018, Google announced a new ranking algorithm known as “The Speed Update” where Google will look at how fast your mobile pages are and use that as a ranking factor.  Even though this update focused on mobile experiences, if history is any indicator, the expectation will extend to desktop experiences as well.

While site speed should be baked into an entire development project, you may need to find ways to retroactively fix it.

Why do you need to fix this immediately?

As Ricky Bobby says, “if you ain’t first you’re last.”

Would you rather be proactive or reactive? The former gives you a competitive advantage, and it’s one we recommend. Google rewards sites that apply best practices when it comes to site development.

Ignoring site speed is becoming more hurtful than ever. First of all, your users expect your site to load quickly. Site performance plays a major role in engaging and retaining users. If you run your business on the web, performance is crucial. If you can’t retain your users then they won’t convert, which ultimately has a negative impact on your revenue.

Don’t take our word for it. Take a look at what Google has to say about site speed and how poor site performance impacts paid and organic visibility.

Fast websites generate more revenue.

Google Ads Impact

According to Google studies, sites that load within 5 seconds vs 19 seconds:

  • Drive double the mobile revenue. Mobile users are impatient! They are much more likely to convert on a fast page
  • Gain 25% in ad viewability. Google takes your landing pages into consideration; they are more likely to serve your ads if your page speed is fast.
  • Have 60% more page views, increasing retargeting opportunities. If your website loads quickly, people are more likely to stay on your website and browse around.

Google Organic Impact

  • 1 second delay in load time loses 11% pageviews. Fast websites get more organic entrances and keep users on the site longer.
  • July 2018, Google announced page speed will be taken into account for their ranking algorithm. And page speed is only gaining importance as user expectations increase.
  • 3 Marketing insight leaders emphasized the importance of page speed. Hubspot, Backlinko, and Optinmonster, listed site speed as a top-ranking factor for Google.

UX & Conversion Rate Impact

As organic rankings and engaging ads bring traffic to your website, page speed will facilitate conversions by enhancing UX.

  • 1 second delay in load times loses 7% of conversions.
  • 53% of mobile ad clicks immediately exited when load times exceeded 3 seconds.
  • 47% of consumers expect a page to load in 2 seconds or less.
  • As page speed increases from 1 to 5 seconds, the probability of bounce increases by 90%.

Atlantic BT’s Proven Quick Wins

  1. Reduce the number of third-party scripts
  2. Caching and minification
  3. Optimize images
  4. Lazy load images
  5. Serve content from a Content Delivery Network (CDN)
  6. Remedy redirect chains

Need help with page speed?

If you’re interested in learning more about the impact of page speed and see how you can fix it, we’re here to help. We’ve brought many websites up to speed, including our own! Learn more about our Site Speed Quickstart, or reach out for a free consultation.

The Atlantic BT Manifesto

The Ultimate Guide To Planning A Complex Web Project


Atlantic BT's Insights

We’re sharing the latest concepts in tech, design, and software development. Learn more about our findings.

Questions & Answers

How much does custom eCommerce cost?

A custom eCommerce store could cost anywhere from $12,000/year to millions. Variable factors include the amount of custom features, the complexity of design, setup investments, training, and maintenance. Check out how to determine the cost of a custom eCommerce store.

Learn More about How much does custom eCommerce cost?
What is the best web development framework?
Many people commonly ask “what is a framework in web development?” Web development frameworks can easily be confused with web development tools, languages, or parts of the web development stack (like .NET, PHP, JavaScript, or Ruby).
Learn More about What is the best web development framework?
What is the best programming language for web development?
If there was one “best” programming language, then everything else would be obsolete. The reality is that there are so many different programming languages because there is no “best” language for any situation.
Learn More about What is the best programming language for web development?
How much does web development cost?
Web development can vary from a few hundred to millions of dollars depending on what is needed. You may simply need some changes to something that already exists, or you'd like to build a large or complex application.
Learn More about How much does web development cost?
What is web design and development?
People often lump web design and development together, so what's the difference? As the Internet has evolved, the skills required to produce a high quality website or web application have changed.
Learn More about What is web design and development?
What is JavaScript used for in web development?
Historically speaking, JavaScript was only commonly but sparingly used in web development. The multiple browsers in use at the time each supported different versions of JavaScript and were slow to render more complex Javascript.
Learn More about What is JavaScript used for in web development?
What is React web development?
React is a popular JavaScript library. It is primarily used for building interactive user interfaces (UI).
Learn More about What is React web development?