People tend to view site speed optimization and SEO as separate categories. However, they are part of the same equation.
Over the past decade, site speed and search engine optimization have gone hand in hand.
In fact, when you search on Google for “page speed for SEO,” there are over 65 million results!
There are many articles and case studies that explain how page speed affects SEO, how to get 100% in PageSpeed Insights, and how to improve website speed for more conversions.
Although it is a frequently discussed topic, the impact of page speed on SEO is still a question that not even experts in the field can come to an agreement on.
The truth is that the relationship between the two is quite complex and requires a more detailed explanation.
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Where SEO and page speed optimization overlap
Search engine optimization is a comprehensive task that includes different methods and techniques. One such approach is to improve page speed.
It is important to understand that improving page speed is part of the SEO puzzle. They aren’t completely separate things, and the idea of pitting them against each other is misleading. In fact, back in 2010, Google made page speed a part of its ranking algorithm because load time is vital to user experience.
Since then, we have been witnessing a transition from search engine optimization to improving the search experience. SEOs, marketers, and website owners are starting to do more to improve their sites for user experience rather than just catering to the needs of search engines.
Further evidence of this transition is Google’s plans to release (in mid-June) an update to the algorithm and its latest ranking factor – basic web vitality.
The basic web fundamentals are three metrics – largest content fee (LCP), first input lag (FID), and cumulative layout shift (CLS) – that website owners should focus on when improving the user experience.
Simply put, page speed remains a key factor for Google and a vital part of the SEO mix. People need to understand that SEO and website speed optimization serve the same goal – providing people with the best possible experience, with helpful answers to their search queries on fast and secure pages.
However, there is A common misconception regarding page speed And its impact on search engine optimization.
The misconception about the importance of page speed
As I mentioned earlier, page speed has been a ranking factor for over a decade now.
Over the years, many people have speculated about the effect of page speed on the SERP. Moreover, some have described it as “the most important factor in the ranking”.
Here is the need:
Page speed is not (and never has been) the most important ranking factor! Google confirmed this in Page Speed: SEO Mythbusting.
People tend to fall for these types of statements because SEO itself is a complex topic, and focusing on a couple of ranking factors makes it easy to understand.
However, Google’s main function is Provide the best answers to search queries. It does not show the fastest or most beautiful page.
With that in mind, page fit is still more important than load time!
It is important to realize that achieving the highest ranking is a combination of different things. That’s why you have to cover as much of the SEO spectrum as possible.
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The complexity of search engine optimization
To set the record straight – Google uses more than 200 ranking factors!
It is definitely not easy to rank a web page highly in the SERP. Moreover, focusing on a single ranking factor such as page speed cannot guarantee a higher ranking.
The entire SEO process is really complex, and it covers many different aspects, such as Оn-Page SEO, Technical SEO, Keyword Research, Link Building, Competitor Analysis, etc.
When it comes to putting things into practice, there are some SEO techniques you can’t go wrong with. Before proceeding with them, it is important to say that we do not provide SEO services, so we get the information directly from the primary source. [Google]:
Tip 1: Create Relevant Content
Above any other ranking factor, Google will prioritize the most relevant search results. here what are they saying:
“In general, we (Google) prioritize pages with the best information overall, even if some aspects of the page experience are substandard. A good page experience does not preclude having great and relevant content.”
Tip Two: Intention to Research
Creating content based on users’ search intent is another technique that can boost your rankings. To understand how important intent is to Google, you can visit The latest version of their Quality Assessor Guidelines or their report on “How Research Intent Redefines the Marketing Path.”
Tip #3: Great User Experience
It would be foolish not to include user experience in this list. Google pays more and more attention to it. The introduction of Core Web Vitals along with page speed as a ranking factor for more than a decade is a strong hint that Google cares about users’ experience on the web.
Of course, there are many other methods and techniques for search engine optimization. It is a complex process, and the above is only fundamental to it.
How to improve website performance
Before moving on to some practical tips on improving website speed, it is good to know that it is an equally complex process as SEO.
However, here are some improvements you can make to speed up your website:
Tip #1: Caching your website
Web caching means storing a copy of a website’s resources in a different place than the original server. Its impact on site speed is huge.
Tip 2: Use a Content Delivery Network (CDN)
CDNs are networks of servers spread all over the world. Using a CDN reduces the distance between users and web resources, making the latter load faster.
Tip #3: Lazy loading photos
This technology greatly improves page speed. In short, it ensures that images are loaded only when the user needs them.
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