Page Load Time & Speed Will Likely Be a Ranking Factor in Google

Nov 16, 2009 • 8:54 am | comments (10) by twitter Google+ | Filed Under Google Search Engine Optimization

Page load time (speed) is a factor currently in the AdWords quality score. But soon it may be coming to Google's organic ranking algorithm. If you have a really slow site, it may impact how high you rank in Google. That was the main news coming out of PubCon last week, minus the Caffeine launch.

It is currently not in the algorithm, according to Matt, but who knows - maybe they are testing this already. Matt was clear that Google wants the web to be a faster place and Google does control much of what people see on the web. So Google can influence that people find faster web pages, over slower ones.

You can hear Matt talk about this 2 minutes and 52 seconds into this video:

Google also has a tool to test page speed at - so get ready.

I should add, Google has hundreds of ranking factors. Adding one more, depending on the weight they assign to it, shouldn't shuffle things up much for most sites. Just make sure your site loads fast - it is a good thing to have anyway.

Forum discussion at WebmasterWorld.

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11/16/2009 02:28 pm

This makes perfect sense, but for a different reason than stated above. Google's main mission is to please its searchers. If it sends (refers) a searcher to a slow-loading site, they create frustration. If they send a searcher to a quick-loading site, the searcher is pleased. Over the course of hundreds of searches, this is a major competitive advantage vis-a-vis the other search engines.

Barry Schwartz

11/16/2009 02:30 pm

David, I did state that above.


11/16/2009 03:19 pm

This was one of several solid takeaways from Bruce Clay's presentation recently at ad:tech NY -- that there is a direct correlation between ranking and server speed. (Download his presentation slides via a link posted here:

No Name

11/16/2009 05:33 pm

I welcome this change and think its a good addition. The reason is I like my information fast and I hate it when I click on a search result and wait 20 sec before anything even begins to show up on the page. Most of the time I just leave. I think this will really limit the crap you find on search engines and instead find you quality results.


11/16/2009 07:24 pm

At a glance, Page speed Add-on is very similar to YSLOW. The core function is the same. which one is better? Any expert opinions?


11/16/2009 07:25 pm

This is another good addition for Google search results, and also for the users. Slow loading pages is one of the frustrations on the web.


11/22/2009 07:39 pm

as google tries to measure the user experience performance is allready a ranking factor, but not measures dirctly, but indirectly via serp to page click tracking, google webmaster toolbar user tracking, focus groups, visit flow,.... now in google pursuit to make the internet faster they add in offically and directly to the mix (faster internet means more activity on google, means more money) so good move google


12/09/2009 07:16 pm

If it is included, it will decrease the use of graphics, images and flash in websites.


01/28/2010 09:54 am

The speed of a website may be a good element to consider in SEO and I’d be very interested on how search engines would go about implementing it. I believe that many people online, especially in the blogging world have already realized the great impact on the user experience of pages loading quicker and websites functioning better. For example, this has also led to a rise in SEO themes which are making great use of optimized code.

Philip DeMassa

03/19/2010 11:58 pm

Yes, you should run your website through this tool and see what comes up, it might scare you: I do not work for this company but I have been using this website analyzer for a long time. This product works very well.If you are reading this Blog then obviously this topic is interesting to you. The first thing to do in your own journey is to analyze your websites errors are and then begin tackling them one by one. Mozilla and Opera do not have any errors in their sites code, this is going to be the new standard as many online sources are saying.If your not prepared to dance to Google tune....oh well.....

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