Page Speed.
Learn what Page Speed means in modern search and SEO.
How quickly a web page loads and becomes usable for visitors, a direct ranking factor and key user experience signal.
Page speed encompasses multiple measurements of how quickly a web page loads and becomes interactive: Time to First Byte (TTFB — how quickly the server responds), First Contentful Paint (FCP — when any content first appears), Largest Contentful Paint (LCP — when the main content renders), and Time to Interactive (TTI — when the page becomes fully interactive). Google has used page speed as a ranking factor since 2010, with Core Web Vitals elevating its importance in 2021.
Why Page Speed Matters Beyond SEO
Page speed is a conversion rate factor as much as an SEO factor: Amazon famously found that every 100ms of additional load time cost 1% in revenue; Google data shows a 53% mobile abandonment rate for pages taking over 3 seconds to load. Every second of delay increases bounce rate and decreases conversions—making page speed investment one of the highest-ROI technical improvements available.
Diagnosing and Improving Page Speed
Diagnostic tools include Google PageSpeed Insights (provides field data from real users and lab data with specific recommendations), Google Search Console's Core Web Vitals report (shows real-user data at scale), WebPageTest (detailed waterfall analysis), and Lighthouse (technical performance audit). The most impactful improvements typically involve: image optimisation, caching configuration, JavaScript deferral and minimisation, CDN implementation, and server response time reduction.
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