When building a website, the last thing many people take into consideration is the page’s loading speed. The first thing you get excited about and usually think about is the aesthetics and content that will be presented on the site.
However, don’t let the anticipation for your website’s presentation deter you from remembering the importance of the mechanics of a website.
The backend of your website is just as important, if not more than the front end. Page speed is a huge factor to consider when it comes to Search Engine Optimization (SEO) and customer engagement.
If you want to learn more about the importance of page speed and how it can boost traffic to your website, read on.
Page speed is simply how fast or slow a website page loads. In other words, the time it takes for the content on a website page to fully load and to be completely displayed.
Page speed consisted of seven loading processes before user interaction:
The total loading process should take no more than 2 seconds
Two factors to take into consideration: SEO/Google Ranking and User Experience
Google has a need for speed. In 2010, Google implemented a site speed ranking signal as a part of their algorithm. Meaning, Google ranks your website based on how quickly your page loads.
However, this is a “small” signal compared to the website’s authority and relevance. So how does it affect you?
The average website does not experience a significant drop in traffic if your website is slow to load, but according to Google you will have a hard time significantly increasing traffic to your site.
“Google will reduce the number of crawlers it sends to your site if your server is slower than two seconds.” – Public Statement from Google
Therefore, Google is less likely to boost your recent blogs and posts if your page speed is slow. Google understands that sending users to slow-speed sites decreases user experience.
The time it takes for your website to load is the first impression you have on a user/customer.
Just like when you walk into a store and first thing you are greeted by an employee, your experience starts with a positive mindset and that trickles down into your shopping experience. Vice versa for a negative first impression.
Your loading speed sets the tone for users visiting your page. When your page loads quickly, you get a positive tone, leaving the impression that you’re reputable and professional.
Don’t believe me? Here are some stats on how loading times affect user experience. According to Kissmetrics research:
What’s affecting my page speed?
Websites can contain a lot of unnecessary functionalities and features that can weigh down the site. Especially with older websites, web design companies did not take this into account, since it wasn’t seen as necessary before Google’s algorithm update.
Another common factor that affects your loading speed is using templates or preset themes instead of a custom-coded/designed website.
Even though the cost of templated websites is generally less than a custom-coded website, templates tend to come with additional features built into the theme that is not integrated with your website’s success. These additional features take more time to load, leading to users waiting for your page to load.
On the contrary, building a website from scratch can help ensure that your website includes only the essentials. Therefore, it can run faster without having to load unnecessary code.
As exciting as it is to create a website to represent your brand and capture your audience. Don’t forget that the backend of a website is just as important as the presentation of it. Even though 2 seconds of page speed lag seems minuscule, optimizing speed and efficiency will help provide and communicate quality to your audience. Small details can make a huge difference in reaching your audience.
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