Is your website fast? I mean objectively fast.
There are several tools to measure the performance of your site, and GTMetrix is my personal favorite. However, when it comes to SEO what matters is how fast Google thinks your site is, and the measure of this is the Page Speed Insights score. This is a tool provided by Google for website developers, and is based on something called Lighthouse, Google’s internal performance measurement technology.
So while GTMetrix or WebPageTest.org might tell you that your site is fast, and maybe subjectively it is for your visitors, when Google is factoring your site’s performance into quality score for search ranking what really matters is Page Speed Insights score.
Is this you?
Enter your website URL to check your site performance in a new tab, go ahead and do it now:
Anything other than a score above 90 means that your ranking in organic search results is impacted negatively. Page speed is a factor in the quality score for paid search too, so you could be paying more for advertising clicks from Google unless your landing pages have a high performance score.
Currently, page speed performance is weighted heaviest for mobile browsers, but Google plans to increase the importance of Core Web Vitals in the coming months across all device types. For better or worse, Google is shaping the future of the web, and the fastest websites (in their opinion) will be the winners.
Improving Page Speed Insights score can be very technical, but it doesn’t need to be a large investment. Typically, there are a handful of surgical improvements that can dramatically increase your score, and for an experienced performance analyst will take only 4 or 5 hours of effort.
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