Now that Google has started using website speed as a parameter in their ranking algorithms, every webmaster has a good reason to keep an eye on the page load speed of his or her website. Google's bending over backwards to spread the word about their new speed penalty is more than enough proof in itself since these guys are usually very secretive about pending algorithm changes.
From the announcement we learn that the speed penalty was introduced following experiments by Google that revealed the impact website speed has on Internet users.
But the results of the experiment should surprise no one who is even remotely interested in the Internt; users prefer websites that load faster and tend to spend more time on such sites.
However, the search engine giant has been careful to state that even though website speed is now a factor, it is not the primary parameter for determining results. The quality and relevance of information still remains the determining factor, but if your website speed is slow, your site will be penalized by Google.
This implies that it is important for you as a webmaster start to assess the speed of your website to determine whether you are moving further down the search engine results pages (SERPs) because your website is slower than the sites of your direct competitors.
How Can Google Know Your Page Speed?
It is vital for you to understand the basics of how Google's algorithm determines your website speed and thus your SERP ranking. The search engine uses two main factors when it comes to speed assessment.
First, your website will receive a higher speed ranking if it responds faster to Googlebot, the crawler program Google uses to find and index websites.
Second, your website will also receive a good speed ranking if it records a faster loading time on Google Toolbar than your competition. To better assist you in analyzing the speed of your website, Google has added a page speed report to their Webmaster Tools found within the Google webmasters´ „lab“ section.
The tool and the reports can be used to compare the page load times of your website to that of other websites. Once you are armed with the information of where your site (or a specific page) ranks in the speed hierarchy, you can start to make the necessary code and structure changes to make it respond faster.
Your first priority should be to make sure you have no SLOW pages on your site. Pages that take two seconds or more to load and pages that are marked as SLOW in Google Webmaster Tools need to be improved to avoid a Google penalty for website speed.
When you have no slow pages left, try to make all your pages load in under a second. Read on to see why this is important.
Having a website that loads quickly has more benefits than just higher search engine ranking and avoiding a Google penalty.
A website optimized for speed reduces the bandwidth required on your hosting service, thus reducing your overall hosting costs.
Faster websites also provide a better browsing experience because users are able to get information faster and navigate through your website more easily.
Moreover, websites optimized for speed tend to work better when accessed on mobile phones, PDAs and other devices that do not have the same level of processing memory as your standard laptop or desktop computer.
Even though you can have a mobile variant of your website which is trimmed down, some users will want to view your site in full HTML on their phone or PDA. A faster loading website will have a better chance of successfully loading on such devices.
As a webmaster, there are a number of free tools that you can use to improve the loading speed of your website. Here are three of the more popular ones:
Page Speed
Page Speed is an open-source add-on for the Mozilla Firefox browser. It evaluates the speed of your website and gives you suggestions on how to improve your website speed.
Page Speed runs tests on the architectural configuration of both your web server and your website's front end code. After running these tests, it gives you a report on your website speed and suggestions on how to improve the speed of your website.
Yslow
Yslow is a free Firefox add-on from Yahoo integrated with the Firebug software for website development. It displays statistics, an evaluation report and also provides suggestions on how to improve the speed of your website using best practices.
Yslow comes integrated with other tools for performance evaluation, including Smush. Use it and JSLint to further enhance your website performance. Although Yslow is a Yahoo product it is still a useful tool for avoiding the Google speed penalty.
SSEL Speed Tools
There is also a website speed check at Secret Search Engine Labs where you can get a quick answer on how big your webpage is and how fast it loads.
The Website Speed Quick Fix
There are several factors that affect page load speeds on your website, many of them technical and best solved by your webmaster or developer, but some changes you can do yourself as long as you have some experience with HTML and creating web pages.
Reduce the number, size and quality of images and use less audio, Flash and Javascript. Reduce the length of the page by splitting a long page into several short pages. Strip the source code of redundant HTML, Javascript and CSS code that just slows things down. Do not use images and other components that are linked live from other domains; use a copy on your server instead.
And do not forget to keep your eyes on Google Webmaster Tools to see how your site performs compared to the competition.
Good luck!
Good luck!