On January 17th 2018, Google announced the ‘Speed Update’. The algorithm update will target slower-loading search results beginning in July. The announcement is significant as page speed becomes an official Google ranking factor.
The ‘Speed Update’ announcement is the latest Google initiative to improve user experience in search. Like user experience, page speed indirectly impact rankings. Page speed can influence engagement metrics such as click-through-rates and bounce rates which do impact organic performance. As one of the fastest growing organic ranking factor in 2017, page speed is becoming even more important.
How to Prepare
Now that page speed will become an official Google ranking factor, it is essential to understand your website’s performance. By utilizing page-speed tools you can monitor the technology of your website and how it performs in comparison to the competition.
Measuring web performance metrics identifies page speed optimizations to implement. Through improving these metrics, brands will be ready for the latest change in Google Search.