Published: Sat, January 20, 2018
Sci-tech | By Jackie Newman

Page speed will affect mobile search rankings starting this summer

Page speed will affect mobile search rankings starting this summer

Google has been pushing faster websites in Search for a long while now.

Page speed has been a ranking factor for desktop-based search since 2010.

Slow websites are lame, and Google knows it. Starting in July 2018, Google will use a page's speed in the ranking algorithm for mobile searches. That is, unless the page is so relevant that not including it in the results would be a disservice to the user, Google said in a blog post today. Plus, they're using more apps, not web browsers, to reach the online services they're interested in.

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To further allay fears of AMP prioritization, Google explicitly notes that it will apply the "same standard to all pages, regardless of the technology used to build the page". In addition, some slower pages may still rank highly in search, if the page has relevant content. The company has been using its enormous clout in the search space to get website owners to optimize their pages for mobile use in a variety of ways. The change makes sense as the search company has been increasingly focusing on page load times. The following year, the company emphasized websites that used AMP more prominently in its search results and on Google News, per TechCrunch. But various tools are available to help evaluate mobile page performance, they noted.

A public dataset of key user experience metrics for popular destinations on the web, as experienced by Chrome users under real-world conditions. Users may waste less time and data on sites too slow to open on a mobile device.

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