Site load speed—Google magic dust.
How fast (or slow) your site loads is another factor Google takes into account when deciding how it should rank your pages in the search results.
A very well-known Google employee, Matt Cutts, publicly admitted fast load speed is a positive ranking factor.
If your site is as slow as a dead snail, then it is likely your site is not living up to its potential in the search engines. If your site load time is average, improving the load speed is an opportunity for an easy SEO boost.
Not only is load speed a contributing factor to achieving top rankings in Google, extensive industry reports have shown for each second shaved off a site, there is an average increase of 7% to the site conversion rate. In other words, the faster your site loads, the more chance you have of people completing a sale or filling out an inquiry form. Clearly this is not an aspect of your site to be overlooked.
Fortunately there are a handful of tools that make it easy to improve your load speed.
1. Google Page Speed Insights.
Google’s great free tool, Page Speed Insights, will give you a page load score out of 100. You can see how well your load speed compares to other sites. You can also see how well your site loads on mobile and desktop. Scores closer to 100 are near perfect.
After running a test on your site, the tool will give you a list of high priority, medium priority, and low priority areas for improvement. You can forward these on to your developer to speed up your site, or if you are a bit of a tech-head, you can have a crack at fixing these up yourself.
2. Pingdom Tools
Pingdom Tools is great for an overview of how long your site takes to load in different areas of the world, and for a quick breakdown of files and resources that are slowing your site down.
After the test is completed, if you scroll down you will see a list of the files each visitor has to download each time they visit your site. If you discover files that can be decreased in size, you can improve your site load speed.
Easy targets for improvements are large images. If you have any images over 200kb, these can usually be optimized and shrunk down to a fraction of the size without any loss in quality. Take a note of these files, send them to your web developer or web designer, and ask them to compress the files to a smaller file size.