Website speed isn't a technical nicety, it's money. A slow site loses rankings and customers at the same time. Here's why it matters and what actually moves the needle.
Speed affects rankings
Google uses page experience, including loading speed, as a ranking factor, especially on mobile. A sluggish site is fighting uphill against faster competitors for the same keywords.
Speed affects sales even more
Every extra second of load time costs conversions. People are impatient, particularly on phones, and many leave before a slow page even finishes loading. You can pay for the click and still lose the customer to a spinner.
The biggest fixes
- Compress and correctly size images, often the number one culprit.
- Use quality hosting and caching.
- Cut unnecessary scripts, plugins and bloat.
- Prioritise the mobile experience above all.
How to check
Free tools show your load times and flag the heaviest problems, and they'll tell you mobile and desktop separately. Fix the mobile experience first, since that's where most of your traffic and most of your losses are.
The payoff
A faster site ranks better, holds more visitors and converts more of them. It's one of the rare improvements that helps every channel at once, from SEO to paid ads to direct traffic.
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