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The Need For PageSpeed

What is a PageSpeed and why it matters?

Today, people have high expectations for mobile experiences. Simply loading on a mobile device is no longer enough. To keep people engaged, mobile sites must be fast and relevant.

Imagine you’re headed to a museum to see the hot new exhibit, and you have a choice between waiting in the long regular line or the fast-moving VIP line. You’ll want to pick the shorter VIP line, of course. Meanwhile, if the regular line is too long, it might convince you to turn around and go home if it’s your only option.

53% of visits are abandoned if a mobile site takes more than three seconds to load.

according toThinkWithGoogle

Page speed is often confused with “site speed,” which is actually the page speed for a sample of page views on a site. Page speed can be described in either “page load time” (the time it takes to fully display the content on a specific page) or “time to the first byte” (how long it takes for your browser to receive the first byte of information from the web server).

No matter how you measure it, a faster page speed is better. Many people have found that faster pages both rank and convert better.

1 out of 2 people expects a page to load in less than 2 seconds.

according toKissmetrics

Google has indicated site speed (and as a result, page speed) as one of the signals used by its algorithm to rank pages. And research has shown that Google might be specifically measuring time to the first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.

Why are mobile sites so slow?

A mobile site is like a backpack — it can be a neat and organized way to carry what you need, so long as you don’t overload it. If you overload your backpack, not only will it weigh you down, but the items in your bag could get wrinkled, bruised or damaged from overcrowding.

77% of mobile sites take longer than 10 seconds to load on 3G networks.

According toMediapost

The three key factors we’ve found to slow down mobile load times: filesize, element order and server requests. The ads, images, videos and measurement technology on a site weigh it down with excess data and requests.

19 seconds is the average load time for mobile sites on 3G networks.

According toDoubleclickbyGoogle

Faster load times mean more chances for engagement.

Fast sites get 60% greater page-views per visit

According toQuicksprout

It’s the same with mobile speed. Creating a fast and smooth mobile web experience keeps users engaged. Quick sites make people more likely to click through to more pages, reading further to consume more content.

and 35% lower bounce rates.

According toQuicksprout

How PageSpeed impacts on Google Quality Score?

Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:

  • Your click-through rate (CTR).

  • The relevance of each keyword to its ad group.

  • Landing page quality and relevance.

  • The relevance of your ad text.

  • Your historical AdWords account performance.

By analyzing thousands of accounts, PPC specialists know that Quality Score has a direct correlation to your PPC success. By optimizing your Quality Scores, you’ll be setting yourself up for the higher return on investment (ROI). That’s because higher Quality Scores correlate with the lower cost per conversion!

Generally speaking, the higher your Quality Score, the lower your cost per conversion. Remember, a high-Quality Score is Google’s way of saying that your PPC ad meets your potential customers’ needs. The better you are at meeting the prospect’s needs, the less Google will charge you for the ad click.

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